Makerting

Customer-driven Online Engagement

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The market has adopted new rules to the game, allowing the customer more control than ever before. Trends like full adoption of e-business, social sharing and co-creation, ongoing individualization and the splintering of the Internet pose new challenges for the online marketer.
Such trends change the way marketers must fulfill their roles; it is increasingly difficult to set up consistent messaging across multiple channels. As sales cycles have turned into multi-step, cross-channel journeys, it is also very hard to make a correct sales attribution per channel. The so-called Splinternet means that marketers must collect, store and interpret customer data across various lock-protected networks such as app stores, Facebook and Twitter. Companies do not own nor control these channels. On top of that, anyone can publish and share information about your company on these social media channels, but as marketer, you have little influence over what is being said.

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Publisher

: ., February 2011

Collation

1-19

Language

English

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Classification

NONE

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Subject(s)

Customer-driven Online Engagement

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