Content in customer's journey

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  • date post

    26-Jul-2015
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    Marketing

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1. & , , ________________________________ . 2. online offline online offline research purchase http://www.consumerbarometer.eu/ ropo effect! The ROPO matrix Researched Online Purchased Offline 3. , - , , , , , , , , , , , , / , , , , ... , , , , /, tablet, ., , , ., e-mail, , IPTV & 4. The consumers journey: using need info choice buyuse post evalua- tion post behavior content 5. Dove real beauty & self-esteem http://www.dove.us/Our-Mission/Girls-Self-Esteem/Vision/default.aspx 6. 1. 2. ( ) 3. User Generated Content 7. & , 8. (customization) , , , WOM (click-through rates ) , 9. (customization) : fill-in forms, , rankings, likes, favorites, comments : Click stream analysis, Cookies, server logs , , , data mining 10. & www.kek.aueb.gr Follow DigiMa on Facebook | Instagram | Slideshare