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.