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Digital Marketers and the Challenge of Optimizing Omni channel CX

Author

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  • NEGRICEA, Costel Iliuta
  • PURCAREA, Ioan Matei

Abstract

Placed at the intersection of digital transformation with CX, digital marketers are focusing on differentiating on digital CX in a fast changing environment in which integral to competitiveness are both digital technology and CX. Omni channel marketing is shopper-based and must ensure a seamless CX, acting accordingly in recognizable touchpoints with customers, ensuring the presence of brands where the customer is and offering an adequate Omni channel CX, tailoring it more effectively and finally improving customer retention. Digital marketers do also know how important paying attention to a humanized DCX is while optimizing Omni channel CX, seeing customers as individual people within the context of both integrating CX with the business model and the operational processes, and of rethinking the execution.

Suggested Citation

  • NEGRICEA, Costel Iliuta & PURCAREA, Ioan Matei, 2018. "Digital Marketers and the Challenge of Optimizing Omni channel CX," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 8(1), pages 11-17, March.
    • Handle: RePEc:hmm:journl:v:8:y:2018:i:1:p:11-17
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    More about this item

    Keywords

    Digital Marketers; Omni channel marketing; Omni channel CX;
    All these keywords.

    JEL classification:

    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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