What is an example of a multi-touch marketing?

An example of a multi-touch marketing campaign involves using various channels and formats to engage with consumers throughout their buying journey. For instance, consider a scenario where a consumer is interested in purchasing a new pair of pants. The marketing strategy might include the following touchpoints:
Display Ad: The consumer first encounters a display ad online, introducing them to the brand and product.

Social Media Ad: Later, they see a native ad on their Instagram feed, which piques their interest and drives them to the brand's website.

Email Campaign: Finally, they receive a promotional email offering a discount, which convinces them to make the purchase.

In this example, each touchpoint plays a role in moving the consumer closer to conversion. Multi-touch attribution allows marketers to evaluate the effectiveness of each touchpoint, such as recognizing that the Instagram ad and email campaign were more influential in driving the sale, while the display ad had less impact. This insight helps marketers optimize their strategies by focusing on the channels that contribute most to conversions.