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| customer journey in digital marketing: Digitizing the Customer Journey Stephen J. Wright, 2019-07-31 Digitizing the Customer Journey is a book emphasizing the need for companies to convert and integrate all their customer service and marketing data into a system that is optimized for an excellent user experience. In today’s times, any business that wants to compete will have to consider the advanced technologies available and implement them as soon as possible, or be left behind! Stephen J. Wright, CEO, COO, and CIO at numerous multinational companies, provides many examples from various types of industries, and gives clear steps how to get started, as well as making major arguments for the effectiveness of this type of change in any business-to-consumer company. You will get the answers to the following questions: ✔ What are some of the ways technology has brought change to the economy? ✔ What is a customer journey? ✔ What are the three most important processes in every business? ✔ Why is a business that has digitized its processes likely to do better than one that hasn’t? ✔ What are the best ways you can use technology to digitize the customer journey? ✔ What is a circular economy? |
| customer journey in digital marketing: Rise of the Revenue Marketer Debbie Qaqish, 2013-10-21 This book is written for the B2B marketing executive who is responsible for answering the question What are you going to do about revenue? This one question begins the transformation of marketing from a cost center to a revenue center, a journey for which most executives are not fully prepared. To describe this transformation, Debbie Qaqish and The Pedowitz Group coined the term Revenue Marketing in 2010. This book was written as a Playbook for the executive responsible for leading this change. Marketing executives reading this book will: gain insight from the Revenue Marketing practices of twenty-four marketing executives interviewed for this book; learn about a new discipline called Revenue Marketing and how it transforms marketing from a cost center to a revenue center; find out how to move Revenue Marketing from a strategy to an executable plan; discover how to manage the key areas of change required on this journey; and understand and be able to apply the key plays for building a repeatable, predictable, and scalable Revenue Marketing practice. |
| customer journey in digital marketing: The Customer Journey Mike Huber, Shana Sullivan, Blake Pappas, Drew Eastmead, Brad Kuenn, 2019-02-11 Experience the book that's catching attention from marketers everywhere! Follow the story of Sophia, a mid-level business professional looking to advance her career by furthering her education. We're telling one story - from start to finish - about a marketer looking to go back to school and advance her career to become Chief Marketing Officer (CMO) of a marketing agency. We will follow Sophia's complete journey as she researches her education options and eventually has two universities competing for her enrollment. Spoiler alert: Only one university is utilizing the customer journey correctly. Will you relate more with the university that's succeeding, or the one that's failing? Grab your copy of The Customer Journey: How an Owned Audience Can Transform Your Business to see why Jay Baer (founder of Convince & Convert and Author of Talk Triggers) declares it a, Hugely useful guide to consumer decision-making and how to win awareness and drive behavior at every stage. Practical and modern; highly recommended! Michael Brenner (Author, Speaker, Consultant and CMO) exclaims, Not only does [The Customer Journey] solve the problem most marketers are facing when trying to demonstrate results from customer-focused marketing, but it does so using the compelling story of Sophia's own customer journey. This is a must-read for digital marketers. Mitch Joel, Six Pixels of Separation & CTRL ALT Delete says, What are consumers doing? How are consumers doing it? Consumers are on a journey. Is your brand a grand part of the adventure or a traffic jam/unwanted detour? Here's the answer. Read it. Do it. Be the consumer's co-pilot. This latest installment from the award-winning Vertical Measures team puts you in the shoes of the protagonist, allowing you to see an entire digital marketing strategy working together in the eyes of a consumer - regardless of industry.Your customer will take this journey with or without you... Are you prepared? |
| customer journey in digital marketing: Marketing Models Gary L. Lilien, Philip Kotler, K. Sridhar Moorthy, 1992 The view of this book is that there are essentially three purposes for modeling in marketing: measuring marketing actions and outcomes, developing operational support for marketing decisions, and explaining marketing observations or phenomena. |
| customer journey in digital marketing: Customer Journey Mapping: Understanding the Path to Purchase Mayfair Digital Agency, 2022-02-25 Customer Journey Mapping: Understanding the Path to Purchase is a comprehensive guide that delves into the process of mapping and analyzing the various stages a customer goes through before making a purchase. The book aims to help businesses gain invaluable insights into their customers' decision-making journey, from initial awareness to final purchase. By employing this technique, companies can identify key touchpoints, pain points, and opportunities for enhancing the overall customer experience. The book provides practical methodologies and tools to create effective customer journey maps, enabling businesses to align their strategies and offerings with customer needs. Ultimately, by grasping the intricacies of the customer's path to purchase, organizations can foster stronger customer relationships, boost customer satisfaction, and achieve greater success in the marketplace. |
| customer journey in digital marketing: Advanced Digital Marketing Strategies in a Data-Driven Era Saura, Jose Ramon, 2021-06-25 In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the internet has given rise to new business models based on the bidirectionality of communication between companies and internet users. Digital marketing, new business models, data-driven approaches, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies are beginning to see the digital ecosystem as not only the present but also the future. However, despite these advances, relevant evidence on the measures to improve the management of data sciences in digital marketing remains scarce. Advanced Digital Marketing Strategies in a Data-Driven Era contains high-quality research that presents a holistic overview of the main applications of data sciences to digital marketing and generates insights related to the creation of innovative data mining and knowledge discovery techniques applied to traditional and digital marketing strategies. The book analyzes how companies are adopting these new data-driven methods and how these strategies influence digital marketing. Discussing topics such as digital strategies, social media marketing, big data, marketing analytics, and data sciences, this book is essential for marketers, digital marketers, advertisers, brand managers, managers, executives, social media analysts, IT specialists, data scientists, students, researchers, and academicians in the field. |
| customer journey in digital marketing: Connect Lars Birkholm Petersen, Ron Person, Christopher Nash, 2014-09-15 Connect and engage across channels with the new customers Connect is the ultimate marketing guide to becoming more relevant, effective, and successful within the new marketplace. Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at touch points throughout the customer lifecycle. The book's scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the new era where digital customer experiences are increasingly important. Marketing is undergoing a revolution to rival the impact of Gutenberg's printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be sold to or managed. Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead – Connect takes readers inside the winners' world to learn the approach that's engaging the new consumer. Discover the technology and processes that allow marketers to remain relevant Craft a personal, relevant, and accessible customer journey that engages the connected customer Keep in touch throughout the customer's life cycle, both online and offline Link digital goals and metrics to business objectives for a more relevant strategy Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. Connect provides readers a roadmap to this new approach, and the tools that make it work. |
| customer journey in digital marketing: The Digital Marketing Landscape Jessica Rogers, 2021-02-18 This book is geared towards both students and professionals looking to explore the interconnectedness of digital technologies for marketing and branding purposes. The field of marketing has seen an evolution in how brands communicate with consumers, how consumers communicate with brands, and how consumers communicate with one another. Digital technologies such as mobile phones, the internet, social media, and email contribute to what is known as the digital marketing landscape. Digital marketing offers unique ways to meet consumers where they are, engage with potential and existing consumers, capture the voice of the consumer; allow consumers to be part of a brand narrative. This book is geared towards both students and professionals looking to explore the interconnectedness of digital technologies for marketing and branding purposes. This book offers an overview of the digital marketing landscape and how the various elements of digital can work synergistically. When the power of an integrated digital strategy is optimized, both consumers and brands benefit. The Digital Marketing Landscape serves as a practical guide for both students and professionals in a variety of settings. Readers will become familiar with terminology, understand how the different areas of digital marketing connect and work together, and gain the knowledge needed to generate valuable and actionable managerial insights for more informed decision-making. |
| customer journey in digital marketing: The 10-Second Customer Journey Todd Unger, 2024-06-10 You've Got 10 seconds to Win or Lose a Customer. This is the Ultimate Guide to Rapid Conversion in Digital Marketing. The customer landscape has transformed, and marketers, advertisers, and business owners must adapt to a world where buying decisions are made in seconds, not months or days. The biggest obstacle? FRICTION. Those who can minimize friction and guide potential buyers swiftly through the buying process will triumph. (Hello, Amazon 1-click purchases.) However, reducing friction requires the seamless integration of marketing, product, e-commerce, and service into a cohesive, friction-free customer experience—a feat that siloed companies struggle to achieve. Enter The 10-Second Customer Journey. This is your ultimate playbook for capturing rapid conversions and growing your customer list. Todd Unger, Chief Experience Officer (CXO) of the American Medical Association, leverages his three decades of expertise in consumer marketing, advertising, digital products, and digital marketing to offer a step-by-step guide. He'll teach you how to become your own Chief Friction-Reduction Officer, reignite customer growth, and enhance engagement. Why You Should Read This Book: Conquer the New Digital Experience Landscape: Adapt old marketing concepts to the needs of today’s digital customers. UX is king. Identify and Target the Right Customers: Discover how to pinpoint your ideal audience and convert them into loyal customers quickly. Test and Optimize Your Approach: Master the art of testing various strategies to find the most effective way to reach and engage your customers. Written in an engaging style and packed with original insights, this is a must-read for current and aspiring marketers, customer experience leaders, and digital executives aiming to build robust customer experience strategies for their brands and organizations. |
| customer journey in digital marketing: Digital Customer Service Rick DeLisi, Dan Michaeli, 2021-08-31 Digital Customer Service is the new standard for creating a 5-star customer experience As much as technology has improved our lives, for many people customer service experiences remain unnecessarily frustrating. But the advent of Digital Customer Service (DCS) promises to make these interactions seamless and effortless by creating experiences that occur entirely on a customer's own screen, even in situations where it is preferable to speak to an agent. Digital Customer Service: Transforming Customer Experience for an On-Screen World traces the evolution of customer service—as well as the evolution of customer expectations and the underlying psychology that drives customer behavior - from the days of the first call centers in the 1980s all the way to today's digital world. Written for Customer Service and Customer Experience leaders as well as C-suite executives (CEOs, CFOs, CIOs), Digital Customer Service helps business leaders balance three critical priorities: Creating an excellent experience for customers that increases customer loyalty and profitability Driving down the cost of Customer Service/Support interactions, while increasing revenue through Sales interactions Moving quickly toward the goal of digital transformation We have discovered—in our research and our first-hand experience—that when companies commit to achieving true Digital Customer Service, they can make significant progress toward all three of these goals at once. Digital Customer Service provides the roadmap for how your company can get there. And when you do, who wins? EVERYONE. |
| customer journey in digital marketing: The Journey Mapping Playbook Jerry Angrave, 2020-09-30 The Journey Mapping Playbook: A practical guide to preparing, facilitating and unlocking the value of customer journey mapping A valuable guide in helping you build stronger customer experience programmes by developing effective customer experience strategies. Customer journey mapping is a vital tool used by Customer Experience professionals around the world. The journey map is crucial in understanding and managing the customer's perception of your service or brand at critical touchpoints and prioritising how to improve that experience. Journey mapping also shows where great experiences currently exist within the company and how they should be celebrated or protected. The danger in not journey mapping or getting it wrong is having no meaningful purpose and no consensus around what actions to take or why. At best, you risk wasting time, and effort or, at worst, handing your advantage over to your competitor. What should a customer journey map envisage? How should you use it? And how do you plan, facilitate then demonstrate the value of journey mapping by providing a compelling argument within the organisation to make changes? The Journey Mapping Playbook is an accessible how-to-do-it toolkit aimed at customer experience (CX) and marketing professionals who wish to improve their customer and employee experience. Jerry Angrave, a Customer and Passenger Experience Director who works across many sectors, including aviation and travel, financial services, professional services, and manufacturing, provides insight and practical guidance on planning, facilitating, and delivering a strategic journey mapping workshop. In this playbook, you will learn how to: Define journey mapping; Understand why a journey map is commercially important; Prioritise which journeys to focus on and how; Decide whom to invite and which tools to prepare; Plan for an effective session; Make every stage of the journey relevant and purposeful; What to do at the output of the workshop to ensure you get the most out of them; Build an ongoing programme; Nurture better and more profitable customer experiences. This book is for you if: You are a customer experience or marketing professional; You are in the early stages of building a rewarding career in customer experience; The Journey Mapping Playbook is a practical guide, presented in striking colour, with downloadable worksheets and frameworks to help you prepare, plan and run your workshop. Events around the book Link to a De Gruyter Online Event in which the author Jerry Angrave and founder & CEO of Empathyce, together with Ian Golding, Global Customer Experience Specialist; Sarah Corney, Head of Digital Experience, CIPD, London; and Nathalie Wickens, Customer Experience Manager, Cardiff Airport, discuss how business professionals can develop confidence with Customer Journey Mapping by making business decisions which are aligned with the experiences of the people they serve: https://youtu.be/s64kDe1dm2Y |
| customer journey in digital marketing: Key Concepts in Event Management Bernadette Quinn, 2013-03-25 I found this text to be exactly what we were looking for to give our students a good understanding of the contemporary issues that affect the Events industry. I have recommended this as essential reading. It is well written and the format makes it an easy read raising key issues and challenging theory. - Tanya Bellingham, School of Tourism & Hospitality, University of Plymouth An essential events managment reference handbook which addresses a number of key issues within the industry. A very interesting read! - Thomas Fletcher, Liverpool John Moores University In recent years we have seen an enormous growth of festivals and event activity and the literature within the field is consequently huge. In order to make sense of this rapid and dynamic development, students are dependent on a book that can lead them through the myriad of theoretical frameworks offered. This book naturally situates itself in the middle of this need, offering a comprehensive and illuminating account of the festival and event field. Written with academic rigour yet accessible at the same time, Quinn proves herself to be an outstanding communicator and stimulator of knowledge. International in content and timely in its up to date coverage of key topics, this will be an invaluable reference source for students from of Event Management, Hospitality Management, Tourism Management, and Sport and Leisure Management. |
| customer journey in digital marketing: CX That Sings: An Introduction to Customer Journey Mapping Jennifer L. Clinehens , 2019-01-15 4.5/5 star rating on Goodreads - Includes FREE access to online resources with large, full-color downloadable images of all example Journey Maps and Personas - All content from the example Journey Maps and Personas is also included in the text, making it easy to see, read, and highlight important passages - Includes access to FREE video companion course launching July 6th on CXThatSings.com Do you know what makes your customers tick? This book lays out, in actionable detail, the process of creating a Customer Journey Map - a visual story about how people experience your brand. A bridge between your business and its buyers, Journey Maps can empower your team to understand customer motivations, fears, and challenges. CX That Sings will guide you, step-by-step, through the mapping process. You’ll finish feeling ready to engage stakeholders and design a Customer Journey Map that makes an impact. In CX That Sings, you’ll discover: - Actionable advice, checklists, and tactics that will make you confident to start journey mapping right away - Customer Journey Map Examples including eCommerce, Mixed Retail and Fast-Casual Dining - How to create user and customer personas, with examples, and a “how-to guide” for creating supporting user and customer personas - Free bonus material, including customer experience case studies - Free access to online resources What readers are saying: Very clear with lots of useful online resources. This is a great step by step guide that anyone can follow with some really solid logic behind why each element is important. About the Author Jennifer Clinehens is currently Head of Experience at a major global experience agency and holds a Master's degree in Brand Management as well as an MBA from Emory University's Goizueta School. Ms. Clinehens has client-side and consulting experience working for brands like AT&T, McDonald's, Adidas, and more, she's helped shape customer experiences across the globe. A recognized authority in marketing and customer experience, she is also the author of Choice Hacking: How to use psychology and behavioral science to create an experience that sings. You can find more information about this book, additional materials, and supporting resources at CXThatSings.com |
| customer journey in digital marketing: Be Your Customer's Hero Adam Toporek, 2015-04-22 On the front lines of customer service, every day presents new and unexpected challenges—and even the most dedicated employees can be caught unprepared. They need confidence. They need training. They need help. Those who work on the front lines of customer service never know what new and unexpected challenges await them each day. But they do know one thing--they will be needed. But how can you prepare for the unexpected? How can customer service reps get the training and confidence required to tackle the unknown? In Be Your Customer’s Hero, internationally recognized customer service expert Adam Toporek provides the answers to preparing for the surprises awaiting the CSR. Through short, simple, actionable advice, in quick, easy-to-read chapters, this invaluable guide shows customer-facing CSRs how to: Achieve the mindset required for Hero-ClassTM service Understand the customer’s expectations--and exceed them Develop powerful communication skills Avoid the seven triggers guaranteed to set customers off Handle difficult and even irrational customers with ease Armed with the tools and techniques in Be Your Customer’s Hero, you will have all they need to transform themselves into the heroes their customers need. |
| customer journey in digital marketing: Never Lose a Customer Again Joey Coleman, 2018-04-03 Award-winning speaker and business consultant Joey Coleman teaches audiences and companies all over the world how to turn a one-time purchaser into a lifelong customer. Coleman's theory of building customer loyalty isn't about focusing on marketing or closing the sale: It's about the First 100 Days® after the sale and the interactions the customer experiences. While new customers experience joy, euphoria, and excitement, these feelings quickly shift to fear, doubt, and uncertainty as buyer's remorse sets in. Across all industries, somewhere between 20%-70% of newly acquired customers will stop doing business with a company with the first 100 days of being a new customer because they feel neglected in the early stages of customer onboarding. In Never Lose a Customer Again, Coleman offers a philosophy and methodology for dramatically increasing customer retention and as a result, the bottom line. He identifies eight distinct emotional phases customers go through in the 100 days following a purchase. From an impulse buy at Starbucks to the thoughtful purchase of a first house, all customers have the potential to experience the eight phases of the customer journey. If you can understand and anticipate the customers' emotions, you can apply a myriad of tools and techniques -- in-person, email, phone, mail, video, and presents -- to cement a long and valuable relationship. Coleman's system is presented through research and case studies showing how best-in-class companies create remarkable customer experiences at each step in the customer lifecycle. In the Acclimate stage, customers need you to hold their hand and over-explain how to use your product or service. They're often too embarrassed to admit they're confused. Take a cue from Canadian software company PolicyMedical and their challenge of getting non-technical users to undergo a complex installation and implementation process. They turned a series of project spreadsheets and installation manuals into a beautiful puzzle customers could assemble after completing each milestone. In the Adopt stage, customers should be welcomed to the highest tier of tribal membership with both public and private recognitions. For instance, Sephora's VIB Rogue member welcome gift provides a metallic membership card (private recognition) and a members-only shade of lipstick (for public display). In the final stage, Advocate, loyal customers and raving fans are primed to provide powerful referrals. That's how elite entrepreneurial event MastermindTalks continues to sell-out their conference year after year - with zero dollars spent on marketing. By surprising their loyal fans with amazing referral bonuses (an all-expenses paid safari?!) they guarantee their community will keep providing perfect referrals. Drawing on nearly two decades of consulting and keynoting, Coleman provides strategies and systems to increase customer loyalty. Applicable to companies in any industry and of any size (whether measured in employee count, revenue, or total number of customers), implementing his methods regularly leads to an increase in profits of 25-100%. Working with well-known clients like Hyatt Hotels, Zappos, and NASA, as well as mom-and-pop shops and solo entrepreneurs around the world, Coleman's customer retention system has produced incredible results in dozens of industries. His approach to creating remarkable customer experiences requires minimal financial investment and will be fun for owners, employees, and teams to implement. This book is required reading for business owners, CEOs, and managers - as well as sales and marketing teams, account managers, and customer service representatives looking for easy to implement action steps that result in lasting change, increased profits, and lifelong customer retention. |
| customer journey in digital marketing: X: The Experience When Business Meets Design Brian Solis, 2015-10-13 Welcome to a new era of business in which your brand is defined by those who experience it. Do you know how your customers experience your brand today? Do you know how they really feel? Do you know what they say when you re not around? In an always-on world where everyone is connected to information and also one another, customer experience is your brand. And, without defining experiences, brands become victim to whatever people feel and share. In his new book X: The Experience When Business Meets Design bestselling author Brian Solis shares why great products are no longer good enough to win with customers and why creative marketing and delightful customer service too are not enough to succeed. In X, he shares why the future of business is experiential and how to create and cultivate meaningful experiences. This isn’t your ordinary business book. The idea of a book was re-imagined for a digital meets analog world to be a relevant and sensational experience. Its aesthetic was meant to evoke emotion while also giving new perspective and insights to help you win the hearts and minds of your customers. And, the design of this book, along with what fills its pages, was done using the principles shared within. Brian shares more than the importance of experience. You’ll learn how to design a desired, meaningful and uniform experience in every moment of truth in a fun way including: How our own experience gets in the way of designing for people not like us Why empathy and new perspective unlock creativity and innovation The importance of User Experience (UX) in real life and in executive thinking The humanity of Human-Centered Design in all you do The art of Hollywood storytelling from marketing to product design to packaging Apple’s holistic approach to experience architecture The value of different journey and experience mapping approaches The future of business lies in experience architecture and you are the architect. Business, meet design. X |
| customer journey in digital marketing: Digital and Social Media Marketing Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi, 2019-11-11 This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing. |
| customer journey in digital marketing: How Hard Is It to Be Your Customer? Jim Tincher, Nicole Newton, 2019-06-11 Learn how to create journey maps that actually get resultsNearly two out of three journey maps fail to drive customer-focused change. Find out how to make your initiative successful, and avoid the pitfalls that doom so many others, with this authoritative new book. With insights from dozens of CX pros, extensive research, and real-world case studies and examples, How Hard Is It to Be Your Customer will help you understand why some maps drive action - leading to an improved customer experience, greater customer loyalty, and impressive ROI - while others just gather dust on a shelf. |
| customer journey in digital marketing: Digital Marketing For Dummies Ryan Deiss, Russ Henneberry, 2020-07-27 Get digital with your brand today! Digital Marketing for Dummies has the tools you need to step into the digital world and bring your marketing process up to date. In this book, you’ll discover how digital tools can expand your brand’s reach and help you acquire new customers. Digital marketing is all about increasing audience engagement, and the proven strategy and tactics in this guide can get your audience up and moving! You’ll learn how to identify the digital markets and media that work best for your business—no wasting your time or money! Discover how much internet traffic is really worth to you and manage your online leads to convert web visitors into paying clients. From anonymous digital prospect to loyal customer—this book will take you through the whole process! Learn targeted digital strategies for increasing brand awareness Determine the best-fit online markets for your unique brand Access downloadable tools to put ideas into action Meet your business goals with proven digital tactics Digital marketing is the wave of the business future, and you can get digital with the updated tips and techniques inside this book! |
| customer journey in digital marketing: Advances in Digital Marketing and eCommerce Francisco J. Martínez-López, Steven D'Alessandro, 2020-05-07 This book highlights the latest research presented at the first Digital Marketing & eCommerce Conference (Barcelona, Spain, June 2020). Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, social branding, business model, user privacy, and more. |
| customer journey in digital marketing: The SAGE Handbook of Social Media Marketing Annmarie Hanlon, Tracy L. Tuten, 2022-06-16 Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area. Part 1: Foundations of Social Media Marketing Part 2: Methodologies and Theories in Social Media Part 3: Channels and Platforms in Social Media Part 4: Tools, Tactics, and Techniques in Social Media Marketing Part 5: Management and Metrics in Social Media Part 6: Ethical Issues in Social Media |
| customer journey in digital marketing: Your Ad Ignored Here Tom Fishburne, 2017-10-24 Tom is the David Ogilvy of cartooning. --Seth Godin, author of Purple Cow From the birth of social media to digital advertising to personal branding, marketing has transformed in the past 15 years. Capturing these quintessential moments in marketing is Marketoonist, a popular cartoon series from veteran marketer Tom Fishburne. Your Ad Ignored Here collects nearly 200 of these hilarious and apt depictions of modern marketing life on the 15th anniversary of the series. Fishburne began to doodle his observations in 2002 when working in the trenches of marketing. Initially intended for co-workers, they are now read by hundreds of thousands of marketers every week. The cartoons' popularity stem not only from their deft reflections on latest trends, but their witty summary of the shared experiences of marketing -- handling a PR crisis, giving creative feedback to an agency, or avoiding idea killers in innovation. Your Ad Ignored Here gives voice to the challenges and opportunities faced by people working in business everywhere. Readers regularly inquire if Fishburne is spying on them at work. Whether or not you work in marketing, these cartoons will make you laugh ... and think about our rapidly evolving world of work. Tom Fishburne started drawing cartoons on the backs of business cases as a student at Harvard Business School. Fishburne's cartoons have grown by word of mouth to reach hundreds of thousands of marketers every week and have been featured by The Wall Street Journal, Fast Company, and The New York Times. His cartoons have appeared on a billboard ad in Times Square, helped win a Guinness World Record, and turned up in a top-secret NSA presentation released by Edward Snowden. Fishburne draws (literally and figuratively) from 20 years in the marketing trenches in the US and Europe. He was Marketing VP at Method Products, Interim CMO at HotelTonight, and worked in brand management for Nestlé and General Mills. Fishburne developed web sites and digital campaigns for interactive agency iXL in the late 90s and started his marketing career selling advertising space for the first English-language magazine in Prague. In 2010, Fishburne expanded Marketoonist into a marketing agency focused on the unique medium of cartoons. Since 2010, Marketoonist has developed visual content marketing campaigns for businesses such as Google, IBM, Kronos, and LinkedIn. Fishburne is a frequent keynote speaker on marketing, innovation, and creativity, using cartoons, case studies, and his marketing career to tell the story visually. Fishburne lives and draws near San Francisco with his wife and two daughters. All of his cartoons and observations are posted at marketoonist.com. Advance Praise for Your Ad Ignored Here If marketing kept a diary, this would be it. --Ann Handley, Chief Content Officer of MarketingProfs Laugh and learn at the same time. BTW, if you don't laugh, you're clueless, and the cartoon is about you. --Guy Kawasaki, Chief evangelist of Canva, Mercedes-Benz brand ambassador Tom Fishburne has a knack for marketing humor (and truth) like no other. --Lee Odden, CEO, TopRank Marketing Any great piece of comedy is funny because its true. Well, no one has gathered marketing truths through painfully awkward insights and hilarious delivery the way Tom has. --Ron Tite, Author, Everyone's An Artist (Or At Least They Should Be) |
| customer journey in digital marketing: Customer Experience Management Bernd H. Schmitt, 2010-07-09 In Customer Experience Management, renowned consultant and marketing thinker Bernd Schmitt follows up on his groundbreaking book Experiential Marketing by introducing a new and visionary approach to marketing called customer experience management (CEM). In this book, Schmitt demonstrates how to put his CEM framework to work in any organization to spur growth, increase revenues, and transform the image of your company and its brands. From retail buying to telephone orders, from marketing communications to online shopping, every customer touch-point offers companies an opportunity to maximize the customer experience and establish a bond that will never be broken. Customer Experience Management introduces the five-step CEM process, a comprehensive tool for connecting with customers at every touch-point. This revolutionary marketing guide provides cases of successful CEM implementations in a wide variety of consumer and B2B industries, including pharmaceuticals, electronics, beauty and cosmetics, telecommunications, beverages, financial services, and even the nonprofit sector. A must-read for senior executives, marketing managers, and anyone who wants to drive growth, increase income, and spur organizational change, Customer Experience Management demonstrates the power of collecting truly relevant customer information, developing and implementing winning strategies, and measuring their results. |
| customer journey in digital marketing: Digital Marketing Excellence Dave Chaffey, PR Smith, 2022-07-22 Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises. |
| customer journey in digital marketing: Digital Relevance A. Albee, 2018-11-02 Digital Relevance teaches readers the knowledge, strategies, and skills need to create content, instantly engage customers, and compel them to action by sharing ideas so seamlessly matched to each audience's context that they can't help but take next steps toward purchase. |
| customer journey in digital marketing: Advances in Digital Marketing and eCommerce Francisco J. Martínez-López, David López López, 2021-05-26 This book highlights the latest research articles presented at the second Digital Marketing & eCommerce Conference in June 2021. Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, branding on social media, social media-based business models, user privacy and security protection on social media, social video marketing and commerce, among other topics. |
| customer journey in digital marketing: F the Funnel Jeff Pedowitz, 2021-05-25 MARKETING TEAMS ARE THE CREATIVE HEARTS OF ORGANIZATIONS. We bring products to life and connect them to living, breathing customers. Without us, our companies would crash and burn. And yet it often seems we don't get the respect--or the budgets--we deserve. Where is the love? The reason our companies don't love us is that they see us as cost centers rather than revenue centers. So how do we change that perception (and that reality)? How do we become provable, dependable sources of revenue? By changing our relationship with our customers. By turning them into raving advocates and long-term clients. We need to stop viewing customers through the lens of the traditional sales funnel. F the Funnel offers us a new model for thinking about the entire customer acquisition cycle--the Loop--which focuses on building relationships of trust rather than closing sales in a one-off way. |
| customer journey in digital marketing: ADKAR Jeff Hiatt, 2006 In his first complete text on the ADKAR model, Jeff Hiatt explains the origin of the model and explores what drives each building block of ADKAR. Learn how to build awareness, create desire, develop knowledge, foster ability and reinforce changes in your organization. The ADKAR Model is changing how we think about managing the people side of change, and provides a powerful foundation to help you succeed at change. |
| customer journey in digital marketing: Practical Empathy Indi Young, 2015-01-15 Conventional product development focuses on the solution. Empathy is a mindset that focuses on people, helping you to understand their thinking patterns and perspectives. Practical Empathy will show you how to gather and compare these patterns to make better decisions, improve your strategy, and collaborate successfully. |
| customer journey in digital marketing: The Fourth Industrial Revolution Klaus Schwab, 2017-01-03 World-renowned economist Klaus Schwab, Founder and Executive Chairman of the World Economic Forum, explains that we have an opportunity to shape the fourth industrial revolution, which will fundamentally alter how we live and work. Schwab argues that this revolution is different in scale, scope and complexity from any that have come before. Characterized by a range of new technologies that are fusing the physical, digital and biological worlds, the developments are affecting all disciplines, economies, industries and governments, and even challenging ideas about what it means to be human. Artificial intelligence is already all around us, from supercomputers, drones and virtual assistants to 3D printing, DNA sequencing, smart thermostats, wearable sensors and microchips smaller than a grain of sand. But this is just the beginning: nanomaterials 200 times stronger than steel and a million times thinner than a strand of hair and the first transplant of a 3D printed liver are already in development. Imagine “smart factories” in which global systems of manufacturing are coordinated virtually, or implantable mobile phones made of biosynthetic materials. The fourth industrial revolution, says Schwab, is more significant, and its ramifications more profound, than in any prior period of human history. He outlines the key technologies driving this revolution and discusses the major impacts expected on government, business, civil society and individuals. Schwab also offers bold ideas on how to harness these changes and shape a better future—one in which technology empowers people rather than replaces them; progress serves society rather than disrupts it; and in which innovators respect moral and ethical boundaries rather than cross them. We all have the opportunity to contribute to developing new frameworks that advance progress. |
| customer journey in digital marketing: Hooked on Customers Robert G. Thompson, 2014 Talk is cheap. A cliché, perhaps, but the idea that what we do is more important than what we say is a fundamental truth. It applies in our personal lives and can extend into our professional work, too. Learning to let your actions do the talking can be revolutionary to a company that struggles to create enduring customer relationships. People who own operate, manage, or otherwise lead a company are always looking for ways to improve productivity, beat the competition, and ensure long-term success. Learning how to put words and ideas into action can be a key to success in the business world. Hooked on Customers is not about finding the right words, whether labeled as a strategy or not. It is an insightful, highly informative book that propels businesses into action. It explores successful customer-centric businesses, examines the ways they execute their strategies, and provides practical recommendations for business leaders to more effectively outperform their competition. A must-have for any business leader who wants to have a healthy relationship with customers, this book avoids the pitfalls that often plague others that offer business advice. Frequently, company leaders turn to consultants and other resources to recommend strategies that sound great but ultimately don't have any real meaning because they are a series of words without a tie to actions. Combining his own professional experiences working as a CEO with his extensive research and expertise as an international authority on customer-centricity, author Robert Thompson has identified the five routine organizational habits successful customer-centric businesses use when executing strategy. Legendary leading customer-centric businesses: LISTEN to their customers' values and feedback. THINK about the implications of fact-based decisions on customers EMPOWER employees with the freedom they need to please customers CREATE new value for customers, without being asked DELIGHT customers by exceeding their expectations Crucial to Thompson's discussion of these habits is the premise that there are no quick fixes. Customer-centricity takes time, determination, and company-wide commitment. It must be maintained and constantly pursued to ensure that it becomes part of the fabric of a business. In the end, the results are well worth it. Hooked on Customers helps leaders understand, adopt, and implement the five crucial habits that enable companies to not only survive in highly competitive, overcrowded markets but to dominate them, creating a legacy of success and inspiration along the way. |
| customer journey in digital marketing: Digital Luxury Wided Batat, 2019-04-29 The fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital. This exciting new text, the first on this timely subject, written by an expert author explores the current malaise and offers ways forward through a mixture of research and practice-led examples. |
| customer journey in digital marketing: Unlocking the Customer Value Chain Thales S. Teixeira, Greg Piechota, 2019-02-19 Based on eight years of research visiting dozens of startups, tech companies and incumbents, Harvard Business School professor Thales Teixeira shows how and why consumer industries are disrupted, and what established companies can do about it—while highlighting the specific strategies potential startups use to gain a competitive edge. There is a pattern to digital disruption in an industry, whether the disruptor is Uber, Airbnb, Dollar Shave Club, Pillpack or one of countless other startups that have stolen large portions of market share from industry leaders, often in a matter of a few years. As Teixeira makes clear, the nature of competition has fundamentally changed. Using innovative new business models, startups are stealing customers by breaking the links in how consumers discover, buy and use products and services. By decoupling the customer value chain, these startups, instead of taking on the Unilevers and Nikes, BMW’s and Sephoras of the world head on, peel away a piece of the consumer purchasing process. Birchbox offered women a new way to sample beauty products from a variety of companies from the convenience of their homes, without having to visit a store. Turo doesn't compete with GM. Instead, it offers people the benefit of driving without having to own a car themselves. Illustrated with vivid, indepth and exclusive accounts of both startups, and reigning incumbents like Best Buy and Comcast, as they struggle to respond, Unlocking the Customer Value Chain is an essential guide to demystifying how digital disruption takes place – and what companies can do to defend themselves. |
| customer journey in digital marketing: The Art of Digital Marketing for Fashion and Luxury Brands Wilson Ozuem, Silvia Ranfagni, 2021-07-17 This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization. |
| customer journey in digital marketing: The 10-Second Customer Journey Todd Unger, 2024-06-11 By combining the power of customer experience and marketing, The 10-Second Customer Journey offers a roadmap to getting quickly from 'I see it' to 'I love it' in today's digital environment. |
| customer journey in digital marketing: Growth IQ Tiffani Bova, 2018-08-14 A WALL STREET JOURNAL BESTSELLER Do you know the best way to drive your company's growth? If not, it's time to boost your Growth IQ. Trying to find the one right move that will improve your business's performance can feel overwhelming. But, as you'll discover in Growth IQ, there are just ten simple--but easily misunderstood--paths to growth, and every successful growth strategy can be boiled down to picking the right combination and sequence of these paths for your current context. Tiffani Bova travels around the world helping companies solve their most vexing problem: how to keep growing in the face of stiff competition and a fast-changing business environment. Whether she's presenting to a Fortune 500 board of directors or brainstorming over coffee with a startup founder, Bova cuts through the clutter and confusion that surround growth. Now, she draws on her decades of experience and more than thirty fascinating, in-depth business stories to demonstrate the opportunities--and pitfalls--of each of the ten growth paths, how they work together, and how they apply to business today. You'll see how, for instance: * Red Bull broke Coca-Cola and PepsiCo's stranglehold on the soft drink market by taking the Customer Base Penetration path to establish a foothold with adventure sports junkies and expand into the mainstream. * Marvel transformed itself from a struggling comic book publisher into a global entertainment behemoth by using a Customer and Product Diversification strategy and shifting their focus from comic books to comic book characters in movies. * Starbucks suffered a brand crisis when they overwhelmed their customers with a Product Expansion strategy, and brought back CEO Howard Schultz to course-correct by returning to the Customer Experience path. Through Bova's insightful analyses of these and many other case studies, you'll see why it can be a mistake to imitate strategies that worked for your competitors, or rely on strategies that worked for you in the past. To grow your company with confidence, you first need to grow your Growth IQ. |
| customer journey in digital marketing: Choice Hacking Jennifer L. Clinehens, 2020-06-16 What if you could use Nobel prize-winning science to predict the choices your customers will make? Customer and user behaviors can seem irrational. Shaped by mental shortcuts and psychological biases, their actions often appear random on the surface. In Choice Hacking, we'll learn to predict these irrational behaviors and apply the science of decision-making to create unforgettable customer experiences. Discover a framework for designing experiences that doesn't just show you what principles to apply, but introduces a new way of thinking about customer behavior. You'll finish Choice Hacking feeling confident and ready to transform your experience with science. In Choice Hacking, you'll discover: - How to make sure your customer experience is designed for what people do (not what they say they'll do) - How to increase the odds that customers will make the right choice in any environment - How to design user experiences that drive action and engagement - How to create retail experiences that persuade and drive brand love - How brands like Uber, Netflix, Disney, and Starbucks apply these principles in their customer and user experiences Additional resources included with the book: - Access to free video Companion Course - Access to exclusive free resources, tools, examples, and use cases online Who will benefit from reading Choice Hacking? This book was written for anyone who wants to better understand customer and user decision-making. Whether you're a consultant, strategist, digital marketer, small business owner, writer, user experience designer, student, manager, or organizational leader, you will find immediate value in Choice Hacking. About the Author Jennifer Clinehens is currently Head of Experience at a major global experience agency. She holds a Master's degree in Brand Management as well as an MBA from Emory University's Goizueta School. Ms. Clinehens has client-side and consulting experience working for brands like AT&T, McDonald's, and Adidas, and she's helped shape customer experiences across the globe. A recognized authority in marketing and customer experience, she is also the author of CX That Sings: An Introduction To Customer Journey Mapping. To learn more about this book or contact the author, please visit ChoiceHacking.com |
| customer journey in digital marketing: Strategies for the Digital Customer Experience Batat, Wided, 2022-05-06 This innovative book proposes a conceptual framework to integrate the ecological and tourism aspects of Protected Area regulation, assisting decision-makers to develop contextually effective laws and management plans that avoid over-regulating or under-regulating tourism, given the areas' ecological profiles. |
| customer journey in digital marketing: Digital Marketing Dave Chaffey, Fiona Ellis-Chadwick, 2022-02-28 Discover more about effective Digital Marketing strategies and practices, and expand your knowledge of the field, learning from the success stories of some of the biggest brands. Digital Marketing, 8th edition is a market-leading text, providing you with the most comprehensive guide to the strategies, techniques, and online trends that have transformed the way companies communicate with their consumer audiences today. The text, known for its clear structure and accessible content, offers you valuable insight into the main principles and aspects of Digital Marketing. The eighth edition has been comprehensively updated to help you learn more about the success factors of a digital marketing strategy, using key techniques in the area, including search, social media and content marketing, conversion optimisation, and marketing automation. It also introduces increased data-driven marketing techniques with many new examples covering digital analytics, artificial intelligence, and machine learning. This latest edition also links marketing theory with practical business experience to help you understand digital marketing in the real world through case studies from market-leading and cutting-edge companies such as ASOS, Spotify, and L'Oreal. Many useful features include self-assessment exercises and discussion questions to self-test your knowledge and understanding of the topics. With the 'Essential Digital Skills' boxes guiding you into developing key skills you will later need in the workplace, this leading textbook is a must-have guide for students and professionals. Pearson, the world's learning company. |
| customer journey in digital marketing: Digital Marketing Strategy Simon Kingsnorth, 2016-05-03 The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter. |
consumer、customer、client 有何区别？ - 知乎
对于customer和consumer，我上marketing的课的时候区分过这两个定义。 customer behavior：a broad term that covers individual consumers who buy goods and services for their own use …
Consumer与customer有区别吗？具体作什么区别？ - 知乎
Mar 18, 2014 · 一般把 customer 翻译做 “客户“ 比如你是杜蕾斯的生产商，那么中国总代，上海曼伦商贸有限公司，就是你的customer，然后从曼伦进货的全家就是曼伦的customer，然后隔壁 …
Windows 10 business 和 consumer 中的专业版有什么不同？ - 知乎
Mar 14, 2020 · Windows10 有business editions 和 consumer editions 版。其中每个都有 专业工作站版，可这2个专业工作…
想问一下大家web of science文献检索点不动 只能用作者检索怎么 …
手机电脑打开都是这样 我想用文献检索 不想用作者检索啊啊啊啊啊
什么是CRM系统？它的作用是什么？ - 知乎
CRM（Customer Relationship Management），即客户关系管理系统.。 是指利用软件、硬件和网络技术，为企业建立一个客户信息收集、管理、分析和利用的信息系统。通俗地讲， CRM就 …
请问金融系统中提到的KYC是做什么用的？ - 知乎
KYC看着高端，其实我们每个人都经历过。例如，当你去银行开户的时候，都必须要提交身份证件，甚至有时候还要提交家庭住址证明。这便是一个最简单的KYC。(也叫做CIP - Customer …
什么是SCRM？为什么企业要做SCRM？ - 知乎
SCRM翻译后的全程是：Social Customer Relationship Management ，可以看到这里的“S”原来是“Social”，也就是“社交”的意思。 尽管只是多了一个S，却将原先CRM呈现的客户管理行为转移 …
什么是跨境电商，你们了解多少？ - 知乎
跨境电子商务是指不同国度或地域的买卖双方经过互联网以邮件或者快递等方式通关，将传统贸易中的展现、洽谈和成交环节数字化，完成产品进口的的新型贸易方式，当前主流的跨境电商形 …
有大神公布一下Nature Communications从投出去到Online的审稿 …
知乎，中文互联网高质量的问答社区和创作者聚集的原创内容平台，于 2011 年 1 月正式上线，以「让人们更好的分享知识、经验和见解，找到自己的解答」为品牌使命。知乎凭借认真、专业 …
新媒体的KOL、KOC是什么? - 知乎
KOC有双重身份，即Customer和Creator，KOC是消费者的同时也是创作者，是对消费者的消费决策起到关键作用的群体。 KOL与KOC在本质上截然不同，是两个群体。前者是推，而KOC是 …
consumer、customer、client 有何区别？ - 知乎
对于customer和consumer，我上marketing的课的时候区分过这两个定义。 customer behavior：a broad term that covers individual consumers who buy goods and services for their own use …
Consumer与customer有区别吗？具体作什么区别？ - 知乎
Mar 18, 2014 · 一般把 customer 翻译做 “客户“ 比如你是杜蕾斯的生产商，那么中国总代，上海曼伦商贸有限公司，就是你的customer，然后从曼伦进货的全家就是曼伦的customer，然后隔 …
Windows 10 business 和 consumer 中的专业版有什么不同？ - 知乎
Mar 14, 2020 · Windows10 有business editions 和 consumer editions 版。其中每个都有 专业工作站版，可这2个专业工作…
想问一下大家web of science文献检索点不动 只能用作者检索怎么 …
手机电脑打开都是这样 我想用文献检索 不想用作者检索啊啊啊啊啊
什么是CRM系统？它的作用是什么？ - 知乎
CRM（Customer Relationship Management），即客户关系管理系统.。 是指利用软件、硬件和网络技术，为企业建立一个客户信息收集、管理、分析和利用的信息系统。通俗地讲， CRM就 …
请问金融系统中提到的KYC是做什么用的？ - 知乎
KYC看着高端，其实我们每个人都经历过。例如，当你去银行开户的时候，都必须要提交身份证件，甚至有时候还要提交家庭住址证明。这便是一个最简单的KYC。(也叫做CIP - Customer …
什么是SCRM？为什么企业要做SCRM？ - 知乎
SCRM翻译后的全程是：Social Customer Relationship Management ，可以看到这里的“S”原来是“Social”，也就是“社交”的意思。 尽管只是多了一个S，却将原先CRM呈现的客户管理行为转 …
什么是跨境电商，你们了解多少？ - 知乎
跨境电子商务是指不同国度或地域的买卖双方经过互联网以邮件或者快递等方式通关，将传统贸易中的展现、洽谈和成交环节数字化，完成产品进口的的新型贸易方式，当前主流的跨境电商形 …
有大神公布一下Nature Communications从投出去到Online的审稿 …
知乎，中文互联网高质量的问答社区和创作者聚集的原创内容平台，于 2011 年 1 月正式上线，以「让人们更好的分享知识、经验和见解，找到自己的解答」为品牌使命。知乎凭借认真、专业 …
新媒体的KOL、KOC是什么? - 知乎
KOC有双重身份，即Customer和Creator，KOC是消费者的同时也是创作者，是对消费者的消费决策起到关键作用的群体。 KOL与KOC在本质上截然不同，是两个群体。前者是推，而KOC是 …
