The Power of the Seven Touches in Marketing: Why Consistency is Key.
In marketing, there’s a fundamental principle that states it takes seven “touches” for a customer to internalise and act on your call to action. This principle, known as the Rule of Seven, highlights the importance of strategic, multi-channel outreach to build trust, recognition, and conversion over time. But what exactly are these touches, and why are they crucial?
Understanding the “Seven Touches”
A “touch” can be any form of contact or interaction with a potential customer. These touches come in a variety of forms, such as:
Face-to-face interactions at events, conferences, or networking sessions.
Digital or physical ads in magazines, social feeds, or billboards.
Seeing your brand logo on a product, website, or sponsorship.
Engaging with social media posts across platforms like Instagram, X (Twitter), or LinkedIn.
Receiving an email newsletter or marketing campaign.
A phone call from your sales or support team.
A recommendation from a friend, colleague, or influencer.
By making these connections through different channels, you build a stronger, more recognisable brand presence. The key is to strategically time and layer these touches, so they reinforce one another and gradually drive a potential customer towards conversion.
More than Seven? Adjusting for Today’s World
While seven touches were once considered enough, the landscape has changed. With a constant stream of messages across devices and platforms, some experts now suggest that 13 touches may be needed to effectively reach a potential customer. This highlights the increasing challenge marketers face in cutting through the noise. Therefore, consistency and variety in your outreach are more critical than ever.
The Takeaway for Marketers
For your brand, the seven touches principle emphasizes the need for a holistic, long-term marketing strategy. It’s not about one grand gesture but rather consistent, well-timed engagements that build familiarity and trust over time. Whether through ads, emails, social media, or in-person interactions, every touchpoint counts.
So, next time you’re planning a campaign, ask yourself: How can I diversify my outreach and maintain consistency across all channels? The seven touches could be the difference between a fleeting impression and a loyal customer.
About Amber Social
Amber Social is a Melbourne-based marketing agency specialising in creating compelling, results-driven strategies to grow your brand. From social media management to multi-channel campaigns, we’re here to help you create a cohesive and powerful brand presence. Get in touch with us to explore how we can support your business growth.