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NEW Omnichannel Marketing is slowly converting into a mainstream practice. Kotler et al, in Marketing 4.0 suggest following trends:
FOCUSING ON MOBILE COMMERCE: Smartphones are game-changers that provide customers to access, choose and transact with brands from anywhere in the world. No other channel is as convenient and personal as mobile phones. Mobile commerce was already 30% of the total US e-commerce in 2015. Like mobiles, wearables can also help marketers collect data on customer path patterns.
BRINGING "WEBROOMING" INTO OFFLINE CHANNELS: Marketers can assist potential customers to make a choice for their brand in a physical store amidst many other brands available. Thanks to technology, it is possible today. Sensor technologies like beacons and RFID provide this solution. The beacons can communicate with customers smartphones using Bluetooth technology when a customer's smart-phone is in close proximity to the beacon devices. The marketers can send customized offers to the cus
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