Objectives of knowledge management

 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.