Dissolving the silos for consistently outstanding touchpoints for branding

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As described in the article Marketing we have a problem! Silos and missing interfaces prevent modern corporate communication, silos in most companies still prevent the consistent design and linking of touchpoints in terms of branding. Touchpoints often differ in terms of emotional, functional and thematic levels as well as in terms of user experience and prevent the perception of a uniformly positive brand image.

Companies need structures that make it possible to design at least the most important touchpoints within the customer journey consistently and to link them together in a meaningful way.

The customer journey phases can also serve as a basis for structuring a company. The specialist departments can be sorted in the hierarchy below a management according to the individual customer journey phases.


User-centricity in the structuring of marketing, © Michael Singer

Or it ensures that silos are broken down at the implementation level and that collaboration in the design of touchpoints is better enabled.


Dissolving the silos in marketing at the implementation level, © Olaf Kopp

Digital brand building along the customer journey at saudi arabia cell phone number list the heart of modern (online) marketing
I am sure that branding is the central theme in online marketing. The most important success factor for a company is the positive perception of the brand offline and online, both among the target groups and among the most important digital gatekeepers and their evaluation algorithms.

First and foremost, building a digital brand or online branding no longer works like it used to through reach-oriented push advertising. Push advertising is only able to build real relationships to a limited extent.

The “brand awareness” of this form of marketing has declined significantly, especially on the Internet.

Touchpoints that build and strengthen relationships along the customer journey or user journey are primarily touchpoints such as content, contact with employees in sales, service... and the user experience with the offer/product. Push advertising can provide support in the right temporal and local context. The customer journey helps to locate these touchpoints as a central strategic model.

These success-critical touchpoints are best developed initially for each target group in customer journey management workshops. My colleague Ulf Hendrik Schrader has published an article on this topic >>> 4 steps to integrated online marketing along the customer journey

Building a digital brand is becoming a critical success factor and is also moving to the center of online marketing, where previously only performance marketing was focused.