Читать книгу Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Milton Kotler - Страница 43

At this stage, the organization will build up its advantageous assets to win a competition; interaction between the organization and customers will become more direct and customized, while customer behaviors are being monitored online and offline. The online part being rather familiar, the offline part will allow more inclusive understanding of customers. Changba has accumulated massive fans and users through the mobile terminal and is now starting to develop offline KTVs with Cashbox Party and TV Changba with televisions. Their aim is to connect online with offline. Shopify used to be a company providing solutions for e-merchants but has also integrated online and offline through POS projects in offline retail shops and offline experiencing shops.

After accumulation of digital content for a while, all client profiles will become big data. We will need to further study more complex processes, such as automatic offline activities, duplicative automation and improvement of contents in different phases.