Abstract

With the spread of smartphones, customers have begun to make purchasing behaviors “anytime” and “anywhere”, creating a purchasing process in an omni-channel society. Toward an omni-channel society, production consumers are transforming into production promotion consumers, and marketing continues to transform into channel interactive real marketing in order to respond to that change. Channel interactive realtime marketing, which enables self-fulfillment of customers and enterprises, has reached the realm of marketing 4.0. Channel interactive real-time marketing maximizes the effectiveness of improving marketing ROI. Channel interactive real-time marketing implements seamless inter-channel cooperation, two-way communication, etc., which makes customer response more detailed, further improving the ROI for each channel and maximizing the return on investment of marketing.

Details

Title
Changes in marketing strategy structure based on smartphones
Author
Xi, Weidong
Section
Analysis of Energy Industry Economy and Consumption Structure Model
Publication year
2021
Publication date
2021
Publisher
EDP Sciences
ISSN
25550403
e-ISSN
22671242
Source type
Conference Paper
Language of publication
English
ProQuest document ID
2577561722
Copyright
© 2021. This work is licensed under https://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and conditions, you may use this content in accordance with the terms of the License.