The Four Types of Digital Marketer

Your company’s customer-centricity profile reveals the capabilities you need to succeed in digital media, as well as whether you are a leader, scholar, pioneer, or novice in this critical marketing field. This article introduces the Booz & Company Digital Customer Centricity Profiler, which enables you to see what kind of digital marketing plan might be a game changer for your particular business.
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Know Your Customers Wherever They Are

Jane wants to buy a TV and starts her shopping journey with a Google search. She finds an electronics review site, clicks on a banner ad, reads about the product details, and decides to go into the store to see the model. She speaks with a sales associate and posts a picture of the TV on Facebook for her friends’ feedback. She also uses her smartphone to do a quick price comparison, and scans the QR code to get additional product information. Read more

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Reviewing The Influence Of IT Applications Such As Implementing Online Distribution Channels In Hotel Industry

Purpose: This research aims to study the influence of information technology applications, particularly electronic distribution channels, on success and failure factors that have been devoted to the handling of routine operational problems in the hotel industry. Read more

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How an Open Services Model Uncovers New Opportunities for Innovation

Companies with an eye for the future are turning their focus to the emerging field of open service innovation. Too often, when we think of a service process, we think of what the provider must do, but such thinking results in frustration for the customer – who will defect in an instant. When we think of service processes, think of the customer as a co‐producer of value.
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Free Customers Are More Valuable than Captive Ones

“Put down the customer. Step away from the marketplace.”

That’s what Craig Burton once said to a clueless marketing officer at a meeting we both attended a few years back. It was one of the most right-on things I have ever heard uttered inside a company. It also comes to mind every time I hear unwanted surveillance of customers rationalized for marketing purposes, or how Big Data lets a company know a customer better than she knows herself. Read more

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