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Digital Marketers and the Challenge of Optimizing Omni channel CX

Costel Negricea () and Ioan-Matei Purcarea ()

Holistic Marketing Management Journal, 2018, vol. 8, issue 1, 11-17

Abstract: Placed at the intersection of digital transformation with CX, digital marketers are focusing on differentiating on digital CX in a fast changing environment in which integral to competitiveness are both digital technology and CX. Omni channel marketing is shopper-based and must ensure a seamless CX, acting accordingly in recognizable touchpoints with customers, ensuring the presence of brands where the customer is and offering an adequate Omni channel CX, tailoring it more effectively and finally improving customer retention. Digital marketers do also know how important paying attention to a humanized DCX is while optimizing Omni channel CX, seeing customers as individual people within the context of both integrating CX with the business model and the operational processes, and of rethinking the execution.

Keywords: Digital Marketers; Omni channel marketing; Omni channel CX (search for similar items in EconPapers)
JEL-codes: L86 M15 M31 O33 (search for similar items in EconPapers)
Date: 2018
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Handle: RePEc:hmm:journl:v:8:y:2018:i:1:p:11-17