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市場調查報告書

IDC PeerScape:跨渠道顧客O2O行銷的實踐

IDC PeerScape: O2O Marketing Practices for Cross-Channel Customer Journeys

出版商 IDC 商品編碼 599966
出版日期 內容資訊 英文 11 Pages
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IDC PeerScape:跨渠道顧客O2O行銷的實踐 IDC PeerScape: O2O Marketing Practices for Cross-Channel Customer Journeys
出版日期: 2018年01月08日 內容資訊: 英文 11 Pages
簡介

本報告以數位貿易和行銷的專家為對象,提供O2O消費者相關可實行的最佳業務實踐和指導相關的系統性資訊。

IDC的PeerScape圖

摘要整理

競爭企業的考察

  • 實踐1:客戶體驗的領導者的確立,促進單一品牌的體驗
    • 課題
    • 實例
    • 指導
  • 作成實踐2:動態的客戶的旅行地圖
    • 課題
    • 實例
    • 指導
  • 發展實踐3:客戶的旅行相關整合宣傳活動
    • 課題
    • 實例
    • 指導
  • 實踐4:單一客戶的觀點的確立,推動適時相關性高的配合措施
    • 課題
    • 實例
    • 指導

參考資料

  • 相關調查
目錄
Product Code: AP40434416
This IDC PeerScape puts forth best practices and guidance which digital commerce and marketing professionals can implement to engage with consumers in their O2O journeys. "Blending digital and physical experiences involves mastery in contextually relevant communications, at the right place, through the right media, in the right format, and at the right time. Pertinent one-to-one communications at scale require a mix of marketing expertise, data-driven processes, and integrated technology," says Lawrence Cheok, senior research manager for IDC's Asia/Pacific Digital Commerce and Marketing research. "These O2O marketing practices help organizations to increase marketing effectiveness and engage today's connected consumers." Disclaimer: IDC PeerScape: O2O Marketing Practices for Cross-Channel Customer Journeys cites certain technology vendors. This information is for general-purpose use only. In no instance does any citation represent IDC's endorsement of a vendor's products or strategy, now or in the future.

IDC PeerScape Figure

Executive Summary

Peer Insights

  • Practice 1: Establish One Customer Experience Leader to Drive a Single Brand Experience
    • Challenge
    • Example
    • Guidance
  • Practice 2: Develop Dynamic Customer Journey Maps
    • Challenge
    • Example
    • Guidance
  • Practice 3: Develop Integrated Campaigns Around Customer Journeys
    • Challenge
    • Example
    • Guidance
  • Practice 4: Establish a Single Customer View to Drive Timely, Relevant Engagements
    • Challenge
    • Example
    • Guidance

Learn more

  • Related Research
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