Enhancing online–merge–offline (OMO) marketing effectiveness and sustainability – Tao and shared value perspectives: examples from China

Xianglin Ma, Alan Fish, Xinxin Wang and Tao Tang

Asia Pacific Business Review, 2022, vol. 28, issue 3, 311-332

Abstract: This paper proposes a tactical tool to enhance effectiveness of OMO (Online Merge Offline) marketing, explained through 7Ps × D × C, with R as a moderating variable (D = Digitalization, C = Connectivity and R = Relevance). Doing so can effectively transform traditional marketing into OMO marketing. In order to sustain OMO marketing, the paper proposes five Yin-Yang (阴阳) pairs, mediated by Lao-tzu’s Tao (道) & Porter and Kramer’s Shared Value, through Ambiculturalism. By failing to keep Yin–Yang (阴阳) harmonious, the ecosystem of Tao (道) & Shared Value will be destroyed, and the sustainability of OMO marketing will be compromised. This paper develops an updated marketing mix, by identifying additional elements; it also employs strategic elements of Shared Value from western theory, with the mechanism of Tao (道) from eastern philosophy. Together, an OMO marketing ecosystem is proposed, which deals with the relationship between effectiveness and sustainability.

Date: 2022
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DOI: 10.1080/13602381.2021.1956817

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