TY - JOUR
T1 - Informational Challenges in Omnichannel Marketing
T2 - Remedies and Future Research
AU - Cui, Tony Haitao
AU - Ghose, Anindya
AU - Halaburda, Hanna
AU - Iyengar, Raghuram
AU - Pauwels, Koen
AU - Sriram, S.
AU - Tucker, Catherine
AU - Venkataraman, Sriraman
PY - 2021
Y1 - 2021
N2 - 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. Editor’s Note: This article is part of the JM-MSI Special Issue on “From Marketing Priorities to Research Agendas,” edited by John A. Deighton, Carl F. Mela, and Christine Moorman. Written by teams led by members of the inaugural class of MSI Scholars, these articles review the literature on an important marketing topic reflected in the MSI Priorities and offer an expansive research agenda for the marketing discipline. A list of articles appearing in the Special Issue can be found at http://www.ama.org/JM-MSI-2020.
AB - 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. Editor’s Note: This article is part of the JM-MSI Special Issue on “From Marketing Priorities to Research Agendas,” edited by John A. Deighton, Carl F. Mela, and Christine Moorman. Written by teams led by members of the inaugural class of MSI Scholars, these articles review the literature on an important marketing topic reflected in the MSI Priorities and offer an expansive research agenda for the marketing discipline. A list of articles appearing in the Special Issue can be found at http://www.ama.org/JM-MSI-2020.
KW - attribution
KW - blockchain
KW - machine learning
KW - omnichannel
KW - privacy
UR - http://www.scopus.com/inward/record.url?scp=85094942392&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85094942392&partnerID=8YFLogxK
U2 - 10.1177/0022242920968810
DO - 10.1177/0022242920968810
M3 - Article
AN - SCOPUS:85094942392
VL - 85
SP - 103
EP - 120
JO - Journal of Marketing
JF - Journal of Marketing
SN - 0022-2429
IS - 1
ER -