 In a fast-changing and evolving market, marketers face the challenge of choosing what touch points to invest in and in what media channels.Research has examined various touch points such as, brand advertising, retailer touch points, word-of-mouth, and traditional earned touch points separately.A more direct focus allows the brand to implement touch points in a better way and gives them a clear focus on what they are trying to achieve and allows them to revisit performance on a regular basis to adapt accordingly.