Session 1: CLASS EXCERCISE
How the digital touchspoints differ from The U.S to GERMANY in the
Computers and Electronics industry?
I think the most significant difference between each country are the two
first touchpoints. In The U.S., people are more influenced by social rather
than Germany in wich their firts touchpoint is the displays clicks.
Personally, I see the difference between each country is in a
demographic level. In U.S.A., there are more millenials and young people who
are more involved with the social media and they reacted positively to the
influencer marketing ; while in Germany, the population is oldest means
there are more people attracted for traditional marketing actions, like displays
clicks, than the influencer ones.
How the digital touchspoints differ from Food and Drink industry to
Beauty and Fitness industry in Brazil?
I think the most significant difference between each industry are the
two first touchpoints. In Beauty and Fitness industry, people are more influenced
by social rather than Food and Drinks industy in wich their firts touchpoint is
the displays clicks.
My opinion about the difference between each sector is the Food and
Drink industry has a low-involmenet level purchase, it’s kind of a « love
at first sight » with food, but a plastic surgery, as a Beauty industry example,
requires a high-involment level purchase so it means customers have to look
information for a primary and confident source.
Of the various touchpoints, how many does a
typical hotel use to convert lookers to bookers?
In my experience, generic paid search, display
click, referral and brand paid search are the most commun but not the most effective.
Wich touchpoints do I think are most
important for a hote to employ?
Definetely, social is the most important
touchpoint because nowadays everybody are connected so we search for real
information and REAL GUESTS EXPERIENCES for measure the service.
2 Examples of touchpoints
Jetcost Display click in InStyle website
Beauty mexican blogger is taking about the
MAC prep+prime fix.
How many screens can people use in the
decision journey?
Today, most of the websites are enabled for
mobile screens such a tablets o smartphones, so the answer could be as many
devices people can habndled.
