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 customer‑  centric  marketing

.  

It shows how success online requires a planned approach to migrate existing customers to 

online channels and acquire new customers by selecting the appropriate mix of e-communi-

cations and traditional communications. Gaining and keeping online customers needs to be 

based on developing 

customer insight

 by researching their characteristics and behaviour, 

what they value and what keeps them loyal, and then delivering tailored, relevant web and 

email communications.

Web 2.0 and  user‑  generated content

From 2004, the 

Web 2.0 concept

 increased in prominence amongst website owners and 

developers. The main technologies and principles of Web 2.0 have been explained in an 

Multichannel and 

omnichannel 

marketing

Customer 

communications and 

product distribution 

are supported by a 

combination of digital 

and traditional channels 

at different points 

in the buying cycle. 

Omnichannel references 

the importance of social 

media  and   mobile‑  based 

interactions in informing 

purchase.