IJARSAI INTERNATIONAL JOURNAL OF ADVANCED RESEARCH SCIENTIFIC ANALYSIS & INFERENCES
UPID No: 1125P8
Omnichannel Marketing - Exploring a Marketing Strategy for the Phygital Era
Article Title: Omnichannel Marketing - Exploring a Marketing Strategy for the Phygital Era
Author(s): Ms. Jomsy Thomas, Assistant Professor, Department of Management, SCMS School of Technology and Management, Muttom , Email: jomsyjerin@gmail.com
Dr. Raji Mohan, Research Guide, PG Department of Commerce and Research Centre, St. Xavier’s College for Women, Aluva.
Discipline: Commerce
Received: 24 Aug 2024| Revised Submission: 05 Oct 2024 | Accepted: 20 Dec 2024| Available Online: 15 Mar 2025
DOI:
Abstract: This paper explores the transformative role of omnichannel marketing in the contemporary business landscape amidst Industry 4.0. With digitalization, connectivity, and advanced analytics reshaping industries, omnichannel marketing emerges as a crucial strategy for enhancing customer engagement and driving business growth. By seamlessly integrating online and offline channels, omnichannel marketing allows companies to provide a consistent brand experience, thereby fostering customer loyalty and expanding their customer base. Drawing insights from the evolution of marketing approaches and industry trends, this paper highlights the significance of omnichannel marketing in meeting the dynamic needs of consumers and staying competitive in today’s rapidly evolving market environment.
Key Words: Omnichannel Marketing, Digitalization, Customer Engagement, Marketing Strategies.
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