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Three Inputs
In Antony Young's book, Brand Media Strategy: Integrated Communications Planning in The Digital Era, he shares there are three important inputs used for touch point selection. These inputs are data, consumer insight, and communication needs. This strategy allows defining what is more important in reaching consumers depending on the product/service and the campaign strategy. All aspects of the three are used in determining effectiveness. The importance of these inputs is integrating different tactics and seeing which work best for your company.
Coca-Cola
A good example to demonstrate differing touch points can be seen through the Coca-Cola Company, one of the numerous companies out there. Coke used their "Share a Coke" campaign this paast year, hitting with one of their touch points. This company uses all sorts of media, TV, music, social media such as Twitter and Facebook. In case you have not seen this yet, the company placed the most popular names for the given area on the bottle, meaning "share a coke with...". I also found an interesting and creative tactic the company has implemented in London, England. At stores, there is a virtual assistant who is supposed to inform and share with customers who come in the store about the company. This example shows there are always different ways to reach consumers, especially with the constant evolution of technology.
For more on this virtual assistant tactic follow the link below:
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