The Evolution of Omnichannel Marketing Strategies: A Systematic Literature Review

Abstract

This article examines the evolution of omnichannel marketing strategies, addressing the central question of how firms have shifted from fragmented multichannel approaches to integrated systems that enhance customer experience, leverage technology, and strengthen logistics. The study adopts a systematic literature review method to consolidate findings across diverse disciplines, providing clarity in a field characterized by definitional inconsistencies and fragmented measures. The review shows that seamless customer journeys are enabled by data-driven personalization, artificial intelligence, and machine learning, while operational fulfillment models and sustainability considerations reinforce trust and long-term value. Discussion highlights how technological enablers and supply chain innovations converge to support customer-centric strategies, yet also raise ethical and governance challenges surrounding data privacy and sustainable logistics. Findings indicate that omnichannel marketing should be viewed as a systemic transformation requiring organizational alignment, integrated governance, and a balance between innovation, efficiency, and responsibility.