Multichannel Marketing(멀티채널 마케팅)

목차

Abstract

1. Multichannel marketing: Here and moving forward

2. Multichanneling your actions

-Create a holistic strategy that leverages value propositions across channels

-The Internet creates the opportunity

-It\'s the value, not just cost

-Focus on the customer experience, journey, and lifetime value

-Create a super-additive effect through synergy

-Communicate one brand and enable a shared experience

-Design organizational structures and incentives to enable multichannel marketing

-IT is important in multichannel marketing

-Develop cross-channel interaction at all levels

-Design incentive systems to make multichannel work

-Create metrics that measure the impacts and overall performance of multiple channels

-Think holistically across channels and choose the right metrics

-Leverage Web-based analytics to help you measure

3. Go forth and multichannel

본문내용

1. 오피스디포
* 세계적인 사무용품 업체 ,세계 44개국에서 영업
* 수퍼스토어 매장 - 1200개(북미), 350개(기타전세계)
2. 오피스디포의 전자상거래
* 연간 전세계 전자상거래 거래규모는 5조원
* 미국내 9개 웹사이트를 포함, 약 50여개의 인터내셔날 웹사이트를 29개국에서 20여개의 언어로 운영중

키워드

Multichannel Marketing,   멀티채널마케팅사례,   오피스디포,   수퍼스토어