OMNI-CHANNEL MARKETING
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Abstract
This article say about omnichannel marketing, which includes physical (e.g. stores) and digital channels (e.g. websites).The goal of an omnichannel marketing strategy is to seamlessly integrate the customer experience across marketing touchpoints, providing messaging that is consistent with each prospect’s movement through the marketing funnel. An omnichannel strategy may give consumers the chance to find and purchase online, in-store, or a combination thereof - such as “buy online and pick up in-store”.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Omni-channel marketing, integrated marketing communications, and consumer engagement: A research agenda† Elizabeth Manser Payne University of Wisconsin–Whitewater, Whitewater, Wisconsin, USA James W. Peltier University of Wisconsin–Whitewater, Whitewater, Wisconsin, USA Victor A. Barger University of Wisconsin–Whitewater, Whitewater, Wisconsin, USA
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