Media and advertising efficiency put to the test.

Efficient marketing communication is one of today’s key competitive factors. The aim is to get closer to clients – at lower cost and with maximum effect. It is not yet widely recognized, however, that just a few carefully selected client touchpoints are sufficient to achieve successful marketing communication. Exactly which these most important touchpoints are depends mainly on the target client group and the industry. Now these key touchpoints can be identified by BrandConnex® market studies from Zurich-based marketing-intelligence company Accelerom AG.

Significant

investment in touchpoints

In the modern communications landscape, the correct selection and combination of touchpoints is gaining increasing importance. Even financially: depending on the industry, investments in touchpoints can account for up to 40% of a company’s annual turnover.

Marketing communication – a shot in the dark?

Consumers today are increasingly using both traditional and new information channels, and deciding themselves when and where to accept marketing messages. Specialists are frequently left without real empirical evidence on the efficiency of the communication channels they are using. The result is that communication to clients all too often becomes an expensive shot in the dark. It takes cross-media touchpoint analysis with a clear focus on measuring effectiveness to provide the key facts and information.

Contact quality as a success factor

The analysis evaluates a broad spectrum of touchpoints from the point of view of different target groups. Using statistical methods, the process measures the quantitative and qualitative importance and effectiveness of a wide range of touchpoints. So, for example, the effectiveness of a sales consultation as against a poster, website, shop window or even ticket machine can be compared between target groups. At the same time, the strengths and weaknesses of your own brand are measured against the competition.

Measurable benefits: come closer to clients with optimized costs and effectiveness

From its base in Zurich’s Technopark, Accelerom specializes in brand touchpoint analyses and provides marketing communication support to companies in a variety of industries both in Switzerland and abroad. Using Accelerom’s proprietary BrandConnex® measurement methodology, touchpoints can be precisely evaluated and as a result, budgets more profitably allocated. In 2006, this innovative method investigated annual touchpoint investments of over CHF 350 million – triggering the discovery of significant savings opportunities and the intro-duction of long-term optimization measures.