Interactive and Multichannel Marketing
Personalization
Consumer-initiated practice of generating custom-tailored content on a marketer's website
Control
Consumers making informed decisions and having more control over their shopping experience
Marketing Attribution
Crediting or valuing a particular channel and consumer touchpoint
Eight-Second Rule
Customers abandon website if download time exceeds eight seconds
Customerization
Customizing and personalizing marketing and overall shopping experience for each customer
Viral Marketing
Promotional strategy encouraging individuals to forward messages to others
Multi-Channel Marketing
Reaching and catering to cross-channel consumers
Omnichannel Integration
Seamlessly blending in-store, online, and mobile shopping experiences
Online Shopping Patterns
Timing, work hours, preferred categories, home browsing
Behavioral Targeting
Using information from cookies to direct online advertising to interested shoppers
Social Commerce
Using social networks for browsing and buying
Web Communities
Websites that allow people to congregate online and exchange views
Collaborative Filtering
Automatically grouping people with similar buying intentions and predicting future purchases
Dynamic Pricing
Changing prices in real time based on supply and demand conditions
Cookies
Computer files downloaded onto the computer and mobile phone of an online shopper
Products Well-Suited for Online Shopping
Detailed information crucial, digital products, convenience-focused, standardized with price sensitivity
multi-channel marketing steps:
Documenting consumer behavior, employing mutually reinforcing channels, and monitoring performance
Interactive Marketing
Electronic communication between businesses and customers
Spam
Electronic junk mail or unsolicited e-mail
Cross-Channel Shopping
Engaging in both in-store 'showrooming' and online 'webrooming'
Customer Journey Map
Essential for crafting a cohesive omnichannel strategy
Showrooming
Examining products in-store and buying them online for a cheaper price
Webrooming
Examining products online and buying them in-store
Cross-Channel Consumers
Individuals engaging in both online and offline shopping behaviors
Choice Boards
Interactive system allowing customers to design their own products
Subscription Commerce
Payment of a fee for recurring delivery of products and services
Permission Marketing
Solicitation of consumer's consent to receive personalized e-mail and advertising
Online Consumers
Subsegment of Internet users who research and make purchases online
Customer Experience
Sum of interactions on a company's website