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THE NEW CUSTOMER PATH IN THE CONNECTIVITY AND DIGITALIZATION AGE

George Cosmin Tanase

Romanian Distribution Committee Magazine, 2021, vol. 12, issue 1, 27-31

Abstract: With the rise of digital channels, customers can constantly switch between online and offline channels (channel hopping) and are not easy to trace. Since customers expectations are also changing, firms look to multi- or Omnichannel approaches to make a consistent customer experience across all touchpoints possible. For customers, digital advancement has two consequences. Firms have the possibility to overwhelm customers with endless outbound marketing communication by sending emails, tailored online ads, etc. On the other hand, customers utilize more ways to search for information and are active via inbound marketing. They block intrusive communication measures and comb through a vast number of resources to find transparent information.

Keywords: Innovation; Developments; Brand Advocacy; Social Context; Digitalized World (search for similar items in EconPapers)
JEL-codes: L81 M31 O33 O35 (search for similar items in EconPapers)
Date: 2021
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