Page 13 - index
P. 13
RESEARCH, ANALYSIS & TRENDS
The emphasis is on having the right Consumers are better educated, model.
technology in place to create a have more choices, and can switch
more personal engagement experi- suppliers more easily. Suppliers In fact, it is obvious that due to the
ence and to be able to nurture cus- must respond to rising consumer fragmentation of media and audi-
tomer relationships, Jeffrey Kaplan expectations and declining loyalty ences, as well as the proliferation of
confirms. with more effective customer en- community- and user generated
gagement methodologies and cus- content, businesses are increasing-
In his article Modern customer en- tomer lifecycle management tech- ly losing the power to dictate the
gagement: It’s a numbers game, nologies that utilize more powerful communications agenda. The huge
published as well recently posted analytic capabilities.” Internet market and the vast choice
on the future of commerce portal, of content, services and products
he claims that “one of the most Both experts are clearly pointing available online have weakened
significant trends in business today out that the concept and practice of customer loyalty, pushing customer
is the shift of power from the suppli- online customer engagement al- engagement into the spotlight.◊
ers of goods and services to the lows marketers to respond to grow-
consumers who are making the pur- ing ineffectiveness of the traditional By Daniela La Marca
chasing decision. (…) 'interrupt and repeat' advertising
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
The emphasis is on having the right Consumers are better educated, model.
technology in place to create a have more choices, and can switch
more personal engagement experi- suppliers more easily. Suppliers In fact, it is obvious that due to the
ence and to be able to nurture cus- must respond to rising consumer fragmentation of media and audi-
tomer relationships, Jeffrey Kaplan expectations and declining loyalty ences, as well as the proliferation of
confirms. with more effective customer en- community- and user generated
gagement methodologies and cus- content, businesses are increasing-
In his article Modern customer en- tomer lifecycle management tech- ly losing the power to dictate the
gagement: It’s a numbers game, nologies that utilize more powerful communications agenda. The huge
published as well recently posted analytic capabilities.” Internet market and the vast choice
on the future of commerce portal, of content, services and products
he claims that “one of the most Both experts are clearly pointing available online have weakened
significant trends in business today out that the concept and practice of customer loyalty, pushing customer
is the shift of power from the suppli- online customer engagement al- engagement into the spotlight.◊
ers of goods and services to the lows marketers to respond to grow-
consumers who are making the pur- ing ineffectiveness of the traditional By Daniela La Marca
chasing decision. (…) 'interrupt and repeat' advertising
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
