Multichannel and Omnichannel Marketing

Abstract

The purpose of this chapter is to investigate the role and importance of using advanced digital marketing communication channels in retail and to analyze how adaptive the marketers are towards smartphone-based mobile technologies. This will be achieved through the synthesis of the findings in digital marketing literature, especially mobile marketing in addition to exploring the significance of adopting a multichannel or omnichannel marketing approach and investigating the role of social media and modern mobile devices such as smartphones in selecting the appropriate marketing strategy. The theoretical considerations from the literature are further conceptually developed to construct a provisional framework for empirical validation. The identified research gaps and inconsistencies are presented within the chapter as a result of systematic review of qualified literature sources.