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22 Part 1 Introduction

Figure 1.5 First Direct Interactive (www.firstdirect.com)

Customer-centric
marketing The second part of the definition of digital marketing shows that it should not be the tech-
An approach to nology that drives digital marketing, but the business returns from gaining new customers
marketing based on
detailed knowledge of and maintaining relationships with existing customers. It also emphasizes how digital mar-
customer behaviour keting does not occur in isolation, but is most effective when it is integrated with other
within the target audience communications channels such as phone, direct mail or face-to-face. The role of the Inter-
which seeks to fulfil the
individual needs and net in supporting multi-channel marketing and multi-channel marketing strategy is
wants of customers. another recurring theme in this book and Chapters 2 and 5 in particular explain its role in
supporting different customer communications channels and distribution channels. Online
Customer insight

Knowledge about channels should also be used to support the whole buying process or customer journey
customers’ needs, from pre-sale to sale to post-sale and further development of customer relationships. This
characteristics,
preferences and clarifies how different marketing channels should integrate and support each other in terms
behaviours based on of their proposition development and communications based on their relative merits for the
analysis of qualitative and customer and the company.
quantitative data. Specific
insights can be used to The final part of the description summarizes approaches to customer-centric marketing.
inform marketing tactics It shows how success online requires a planned approach to migrate existing customers to
directed at groups of
customers with shared online channels and acquire new customers by selecting the appropriate mix of e-communi-
characteristics. cations and traditional communications. Gaining and keeping online customers needs to be
based on developing customer insight by researching their characteristics and behaviour,
Web 2.0 concept
what they value and what keeps them loyal, and then delivering tailored, relevant web and
A collection of web
services that facilitate e-mail communications.
interaction of web users
with sites to create user-
generated content and Web 2.0
encourage behaviours
such as community or Since 2004, the Web 2.0 concept has increased in prominence amongst web site owners and
social network
participation, mashups, developers. The main technologies and principles of Web 2.0 have been explained in an influ-
content rating, use of ential article by Tim O’Reilly (O’Reilly, 2005). Behind the label ‘Web 2.0’ lies a bewildering
widgets and tagging. range of interactive tools and social communications techniques like those we have just men-