JOINT REPORT: The Value of Super Touchpoint Planning

In an increasingly challenging marketing environment, marketers and planners are failing to incorporate planning principles that identify marketing channels that are trusted, measurable, attention-rich, offer accurate and verifiable targeting, and create emotional connections with consumers across the customer journey.

These vital concerns were addressed in our well-received report Mail: The Super Touchpoint and were discussed by a roundtable of industry experts (including the IPA, System 1 and representation from leading advertisers and agencies) in late 2024.

Now the concept of Super Touchpoint planning is being referenced across the industry, including during Andrew Tindall and Mark Ritson’s Creative Dividend paper presented at Cannes. Through collaborative industry planning roundtables featuring the likes of Direct Line Group, Carat and VCCP, there is increasing acknowledgement that where marketing needs to be re-balanced, then Super Touchpoint planning might be the answer.

This year JICMAIL has teamed up with the DMA to explore the DMA’s Effectiveness Databank of nearly 2,000 DMA Award-entering campaigns. Released at the DMA’s Annual Conference, “The Value of Super Touchpoints Planning” makes a strong business case for such an approach to creating marketing plans… linking Super Touchpoints strengths to business, brand and response effects while acknowledging the role that touchpoint quantity, quality and synchronicity all play in driving results.

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