Objectives of knowledge management

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M02_CHAF6542_06_SE_C02.indd 41
7/23/14 11:11 AM

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42
Part 1
Introduction
In the first part of Chapter 2 we show how companies can review their presence in the
online 
marketplace
to increase their visibility across different customer touchpoints The
path to 
purchase
is now much complex since purchase decisions are influenced by many more 
touchpoints today. For example, decisions are influenced when accessing social media sites 
via desktop and mobile sites plus communications in traditional channels. Increasingly 
multiple devices are used simultaneously, for example when using smartphones or tablets 
while watching TV, the process known as
multiscreening
.
To determine the best way to influence purchasers requires careful consideration. 
Businesses must collect and review insights that help them understand this behaviour and 
then improve their visibility and communications on different channels to improve this. 
Consider a B2B organisation. Traditionally it will have sold its products through a network 
of distributors. With the advent of e‑commerce, it now has the opportunity to bypass dis‑
tributors and trade directly with customers via a destination website, and it also has the 
opportunity to reach customers through new types of online sites such as blogs and B2B 
marketplaces. Similarly, for B2C organisations such as an e‑retail