The power of optimising your owned touchpoints

Many organisations focus on attracting new customers and expanding their reach through new channels, tools and campaigns. While this can certainly drive growth, it can also make marketing a bit more complex. The good news is that many of your owned touchpoints already hold hidden potential to engage customers more effectively.

In practice, some organisations rely on a variety of external channels and specialist tools to achieve growth. This offers many opportunities, but it can also create a complex marketing landscape, with data spread across different systems and partners. As a result, it becomes harder to maintain an overview and see the real impact of your channels. Addressing this early is important, as it helps reduce dependency and unlocks greater growth.

Aligning touchpoints within the customer journey
Marketing growth doesn’t only come from individual campaigns, it comes from how channels and moments within the customer journey work together. The customer journey involves multiple touchpoints, and it’s important that they influence and strengthen each other. When insights from different channels come together, greater visibility is created and activation can take place in a more targeted way. Marketing growth therefore often requires not more resources, but better alignment between the channels and touchpoints you already have.

A first step is to approach the customer journey as a whole, from the first moment of contact to the post-purchase phase. This means identifying which touchpoints already exist within the organisation and exploring how they can work together. Within almost every organisation, valuable opportunities exist in touchpoints that are fully owned and under your direct control, such as your webshop, checkout, emails, or the parcel and unboxing experience.

By connecting these owned touchpoints and actively using first-party data, you gain greater control over performance and create opportunities for more targeted activation without adding new channels.

For example, based on our experience, the average conversion rate for webshops is around 2%. That means 98% of visitors don’t make a purchase immediately. By combining activation mechanisms such as gamification with data collection, you can engage this group through targeted follow-up. In this way, a missed conversion can turn into the beginning of a longer customer relationship, instead of a lost opportunity.

The opportunities of sustainable marketing growth
Sustainable growth doesn’t only come from external channels, it comes from making the most of what is already within reach. Growth isn’t just about acquiring new customers: it’s also about nurturing existing relationships. By strategically connecting your owned touchpoints and actively using first-party data, you can not only convert customers but also retain and re-engage them. In this way, dependence on external channels is reduced and the value of existing customer relationships grows structurally. 

Before adding new channels, it is worth asking: are we fully leveraging the touchpoints we already have?

Curious about what Linehub can do for you? Get in touch today!