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Omni-channel marketing, integrated marketing communications and consumer engagement

Omni-channel marketing, integrated marketing communications and consumer engagement PurposeIn this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer engagement and profitability in an omni-channel environment. For each aspect of the framework, the authors recommend areas for further research.Design/methodology/approachThe authors review literature linking personal and electronic channels of communication in an omni-channel context to consumer engagement, with an emphasis on channel and message unity.FindingsFive major research areas were identified: research that better links omni-channel and IMC theory and practice; conceptual and empirical research that helps operationalize the consumer-brand engagement construct, including its antecedents and consequences; Build understanding of off- and on-line consumer-brand touchpoints and how they may enhance engagement and profitability; how omni-channel IMC best monetizes buyer–seller relationships; and omni-channel IMC in other consumer decision contexts.Practical implicationsThe emergence of omni-channel marketing is breaking down the silos across available consumer-brand touchpoints. The intersection of effective omni-channel marketing and IMC strategic and tactical initiatives offers marketers an opportunity to engage their customers and to form profitable relationships.Originality/valueThe authors proposed an omni-channel IMC Framework and a research agenda for advancing the field. As this is a new area of inquiry, the authors argue for the development of other comprehensive frameworks, both for general omni-channel IMC conceptualizations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Interactive Marketing Emerald Publishing

Omni-channel marketing, integrated marketing communications and consumer engagement

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
2040-7122
DOI
10.1108/JRIM-08-2016-0091
Publisher site
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Abstract

PurposeIn this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer engagement and profitability in an omni-channel environment. For each aspect of the framework, the authors recommend areas for further research.Design/methodology/approachThe authors review literature linking personal and electronic channels of communication in an omni-channel context to consumer engagement, with an emphasis on channel and message unity.FindingsFive major research areas were identified: research that better links omni-channel and IMC theory and practice; conceptual and empirical research that helps operationalize the consumer-brand engagement construct, including its antecedents and consequences; Build understanding of off- and on-line consumer-brand touchpoints and how they may enhance engagement and profitability; how omni-channel IMC best monetizes buyer–seller relationships; and omni-channel IMC in other consumer decision contexts.Practical implicationsThe emergence of omni-channel marketing is breaking down the silos across available consumer-brand touchpoints. The intersection of effective omni-channel marketing and IMC strategic and tactical initiatives offers marketers an opportunity to engage their customers and to form profitable relationships.Originality/valueThe authors proposed an omni-channel IMC Framework and a research agenda for advancing the field. As this is a new area of inquiry, the authors argue for the development of other comprehensive frameworks, both for general omni-channel IMC conceptualizations.

Journal

Journal of Research in Interactive Marketing – Emerald Publishing

Published: Jun 12, 2017

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