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Tags: A new media marketing world increasingly dominated by mobile technologies, “shopping bots,” recommendation systems and peer-to-peer networks has spawned a radical new online marketplace, challenging the old behaviors of buyers and sellers, according to a new report in the Journal of Service Research.
The old straight line that governed customer relationship management has been replaced by a zig-zagging pathway that more closely resembles a game of pinball — with risks and rewards waiting for companies that wade into the online marketplace, according to an international team of researchers in the journal’s latest edition.
“Making use of these opportunities and avoiding their respective dangers requires a thorough understanding of why consumers are attracted to new media and how they influence consumers’ attitudes and behaviors,” the authors write. “New strategic and tactical marketing approaches must match the characteristics of new media and their effects on customers.”
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