Informational Challenges in Omnichannel Marketing: Remedies and Future Research
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Omnichannel-093020_Final.pdf
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764.56 KB
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Checksum (MD5)
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Author(s)
Cui, Tony Haitao
Ghose, Anindya
Halaburda, Hanna
Iyengar, Raghuram
Pauwels, Koen
Sriram, S.
Tucker, Catherine Elizabeth
Venkataraman, Sriraman
Date Issued
November 2020
Journal
Journal of Marketing
Publisher
SAGE Publications
Citation
Cui, Tony Haitao et al. "Informational Challenges in Omnichannel Marketing: Remedies and Future Research." Journal of Marketing 85, 1 (November 2020): 103-120. © 2021 SAGE Publications
Version
Author's final manuscript
Abstract
Omnichannel marketing is often viewed as the panacea for one-to-one marketing, but this strategic path is mired with obstacles. This article investigates three challenges in realizing the full potential of omnichannel marketing: (1) data access and integration, (2) marketing attribution, and (3) consumer privacy protection. While these challenges predate omnichannel marketing, they are exacerbated in a digital omnichannel environment. This article argues that advances in machine learning and blockchain offer some promising solutions. In turn, these technologies present new challenges and opportunities for firms, which warrant further academic research. The authors identify both recent developments in practice and promising avenues for future research.
MIT Department
Sloan School of Management
Terms of Use
Creative Commons Attribution-Noncommercial-Share Alike
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DOI of Published Version
https://doi.org/10.1177/0022242920968810
