Omnichannel Marketing

Klaus Solberg Söilen
Additional contact information
Klaus Solberg Söilen: Halmstad University

Chapter 26 in Digital Marketing, 2024, pp 279-282 from Springer

Abstract: Abstract Omnichannel marketing integrates all of a company’s channels around the customer, creating a seamless and personalized buying experience. This strategy merges physical and digital channels, ensuring synchronized marketing across all touchpoints. It is crucial due to evolving consumer behaviors, requiring consistent engagement across platforms. Unlike multichannel marketing, which uses separate channels, omnichannel marketing delivers a unified customer experience, enhancing satisfaction and loyalty. Technological advancements and the shift from brand-centric to customer-centric strategies have driven this evolution. Effective omnichannel marketing requires integrated systems, significant technological investments, and overcoming silo management. This approach focuses on personalized interactions, using unified data for tailored marketing while maintaining consumer privacy. Ultimately, omnichannel marketing centers on creating a seamless and engaging customer experience across all channels, fostering long-term loyalty and competitive advantages.

Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-031-69518-6_26

Ordering information: This item can be ordered from
http://www.springer.com/9783031695186

DOI: 10.1007/978-3-031-69518-6_26

Access Statistics for this chapter

More chapters in Springer Texts in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().