The internet world has become increasingly complex with time. Having a great website is no longer enough as customers are spending their time in many other places other than on websites. Your task thus as a Marketer is to ensure you increase your footprint to make your business easily accessible.

Joel Rao, CEO at iProspect, a leading Kenyan Digital Marketing Company, points out at four touch points that should form your digital footprint.

Marketplaces such as Jumia and Goby allow you to reach customers outside your ecosystem. Social Media enables you to build a community of loyal customers. YourWebsite.com gives you the freedom to deliver custom experiences to your customers. Retail or physical presence completes the loop by allowing you to tap into all sensory areas to deliver experiences that drive purchase.

Joel further says that three principles underpin these four touchpoints, and they include:

1. Cross Channel measurement and Optimization – All your touch points need to work together to deliver that sale
2. Identifying unique and overlapping audiences to deliver optimal experiences – You need to be aware of how customers behave on each channel.
3. Managing Conflict and Cannibalization – Your narrative across your touch points needs to be consistent.

Joel Rao was a facilitator at Un.thinkable masterclass (our quarterly 10X Growth Leaders Workshop) in July 2020. Click here to apply for membership in Un.thinkable.