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Dear Reader,

Touchpoint Management, Customer Experience, Customer Jour-
ney - these are all buzz-words that are now on everyone's lips,
making it crucial for vendors to maintain an overview.
Proactive communication and gradual approximation of sales and marketing could be a solu-
tion, whereby the sales department has to be actively involved in the design of marketing ac-
tivities and has to provide insights into customer profiles and the targeted audience.

In addition, you also have to bear in mind diverse communication channels to get to know
your buyers, recognize their needs and address them appropriately, in order to provide
customers a consistent shopping experience anytime and anywhere. Not to mention that
your web shop needs to have a striking design, supported by a strong brand language, an
intuitive navigation with simple ordering process, a support forum, search engine friendly
tools, as well as interfaces to key customer and product data.

Quintessentially, businesses need to improve their understanding of consumers' preferences
and behavior when it comes to channels, devices, and content to improve the effectiveness
of their marketing spend. In this spirit, I am closing this month's issue on eCommerce &
Customer Journey, which includes many tips and tricks on how to succeed.

Best regards,

Daniela La Marca
Editor-in-Chief, Asian eMarketing

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Phone: +65 6836 1807 email: info@mediabuzz.com.sg www.mediabuzz.com.sg

2 Asian eMarketing - November 2015 eCommerce & Customer Lifetime