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Nowe formy budowania relacji z klientem w internecie za pomocą takich narzędzi jak content marketing, real-time marketing, aplikacje mobilne, portale społecznościowe, komunikacja video

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  • Joanna Kłosińska

Abstract

Komunikacja to jeden z najbardziej naturalnych procesów, który stale ewoluuje pod kątem narzędzi. Duża część procesu komunikacji w XXI wieku przebiega w Internecie, a coraz to nowsze narzędzia internetowe wymuszają wprowadzenie zmian w komunikacji zarówno między użytkownikami indywidualnymi jak i w relacjach B2C. Nowe możliwości technologiczne oraz komunikacyjne to również nowe wyzwania dla budowania lojalności z e-konsumentem. E-biznes ma w tym celu do dyspozycji wiele narzędzi, które mogą ułatwić cały proces i zarazem wyróżnić konkretną firmę na tle konkurencji. Artykuł koncentruje się na wyjaśnieniu nowoczesnych narzędzi budowania relacji i lojalności w Internecie, takich jak content marketing, real-time marketing, aplikacje mobilne, portale społecznościowe czy też komunikacja video oraz wskazaniu korzyści z ich zastosowania w praktyce.

Suggested Citation

  • Joanna Kłosińska, 2018. "Nowe formy budowania relacji z klientem w internecie za pomocą takich narzędzi jak content marketing, real-time marketing, aplikacje mobilne, portale społecznościowe, komunikacja video," Nowoczesne Systemy Zarządzania. Modern Management Systems, Military University of Technology, Faculty of Security, Logistics and Management, Institute of Organization and Management, issue 3, pages 15-27.
    • Handle: RePEc:aou:nszioz:y:2018:i:3:p:15-27
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    References listed on IDEAS

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    1. Urban, Glen L. & Amyx, Cinda & Lorenzon, Antonio, 2009. "Online Trust: State of the Art, New Frontiers, and Research Potential," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 179-190.
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