A Digital Strategy for Enhancing the Customer Journey via a Customer-Centric Website

Abstract

The growth of social media has changed the landscape of digital marketing. With social media over the last decade, this dynamic has changed to that of a permissive or “Pull” strategy, rather than a more traditional approach involving “Push” approach. This discussion will examine the following areas to explore this customer-centricity dynamic: (1) why companies need to shift web marketing to that of a customer-centric website; (2) what features and functionality of a customer-centric website are required; and (3) how customer-centric website content influences consumer buying process.