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IDC PeerScape: O2O Marketing Practices for Cross-Channel Customer Journeys

IDC PeerScape: O2O Marketing Practices for Cross-Channel Customer Journeys

This IDC PeerScape puts forth best practices and guidance which digital commerce and marketing professionals can implement to engage with consumers in their O2O journeys. "Blending digital and physical experiences involves mastery in contextually relevant communications, at the right place, through the right media, in the right format, and at the right time. Pertinent one-to-one communications at scale require a mix of marketing expertise, data-driven processes, and integrated technology," says Lawrence Cheok, senior research manager for IDC's Asia/Pacific Digital Commerce and Marketing research. "These O2O marketing practices help organizations to increase marketing effectiveness and engage today's connected consumers." Disclaimer: IDC PeerScape: O2O Marketing Practices for Cross-Channel Customer Journeys cites certain technology vendors. This information is for general-purpose use only. In no instance does any citation represent IDC's endorsement of a vendor's products or strategy, now or in the future.


IDC PeerScape Figure
Executive Summary
Peer Insights
Practice 1: Establish One Customer Experience Leader to Drive a Single Brand Experience
Challenge
Example
Guidance
Practice 2: Develop Dynamic Customer Journey Maps
Challenge
Example
Guidance
Practice 3: Develop Integrated Campaigns Around Customer Journeys
Challenge
Example
Guidance
Practice 4: Establish a Single Customer View to Drive Timely, Relevant Engagements
Challenge
Example
Guidance
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