| Issue |
E3S Web Conf.
Volume 251, 2021
2021 International Conference on Tourism, Economy and Environmental Sustainability (TEES 2021)
|
|
|---|---|---|
| Article Number | 01019 | |
| Number of page(s) | 4 | |
| Section | Analysis of Energy Industry Economy and Consumption Structure Model | |
| DOI | https://doi.org/10.1051/e3sconf/202125101019 | |
| Published online | 15 April 2021 | |
Changes in marketing strategy structure based on smartphones
Dalian university of science and technology, School of economics and management, 116052 Dalian, Liaoning province
* Corresponding author: 93307717@qq.com
With the spread of smartphones, customers have begun to make purchasing behaviors “anytime” and “anywhere”, creating a purchasing process in an omni-channel society. Toward an omni-channel society, production consumers are transforming into production promotion consumers, and marketing continues to transform into channel interactive real marketing in order to respond to that change. Channel interactive realtime marketing, which enables self-fulfillment of customers and enterprises, has reached the realm of marketing 4.0. Channel interactive real-time marketing maximizes the effectiveness of improving marketing ROI. Channel interactive real-time marketing implements seamless inter-channel cooperation, two-way communication, etc., which makes customer response more detailed, further improving the ROI for each channel and maximizing the return on investment of marketing.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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