This engagement and touch-points cycle charts the customer cycle of awareness > advocacy. It also shows the channels you can use in each ‘segment’ (though clearly the mix is much more dynamic and multifaceted in reality) and importance of not only traditional above/below the line advertising yet also the increasingly important mix of influencer + peer groups upon the customer (particularly key for Gen Y & Z).
Note: This has been created to reflect global customer engagement e.g. Line is big in Japan, QR codes universally adopted in the likes of China and South Korea (though obviously more recently LOVED by Covid), Baidu and Weibo used primarily in China, Instagram mainly in the Western world, VR/ AR mainly used in more advanced economies, etc.
