Managing Promotion across Omnichannels in Modern Digital Era. A - Brief Review
- Author Varghese Abraham
- DOI
- Country : India
- Subject :
Keywords : Omnichannels, Messages, promotion
Abstract
Marketing has been around as long as humans have been selling things. It takes two sides of the same coin: build the product, sell the product. The emergence of the internet, mobile devices and social media had revolutionized the marketing and the customer’s experience. The digital technology has brought significant changes in the modern marketing promotions. The trend for companies to individualize customer engagement came from fairly modern technological and economic developments. The omni channel concept not only recognizes the range of channels available to consumers to transact, but also considers the varied interactions in the shopping process that consumers have before, during, and after purchase. It target the prospect with personalized messaging tailored to their stage in the customer journey. The topic itself is particularly relevant as technological development continues to disrupt marketing strategies and practitioners are debating as to how to respond. This paper is a significant step forward to analyze how to manage promotion across omnichannels in the modern digital era.
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