Touch point

Touch point or contact point, is a marketing term.


Interfaces of a company or brand are referred to as touch points with which potential customers come into contact. These touch points, or customer touch points can be controlled by the company and indirectly.

Controllable touch points have the goal of triggering an action by the customer, e.g. a purchase, an order or a registration. These include media channels, such as for example paid ads, radio and TV ads, newspaper ads, e-mail marketing and much more. Partially unmanageable elements include word of mouth, comments via rating platforms, foreign social media profiles, blogs, etc.

During the customer journey, especially in the first phase, the customer comes in to contact with the touch points.

A comprehensive overview of media channels and touch points can be found in the Multichannel Marketing Guide from Melaschuk-Medien.