AICEX: Il discorso fila bene in ambito Digital, ma quando parliamo di interazioni fisiche il discorso è meno immediato.
Under the impact of digital advancements and technological opportunities, consumer decision-making journey has been rapidly changed towards higher level of complexity and cross-channel options. During recent years, while researchers have still been trying to map and explain multi-channel journey (Wolny and Charoensuksai, 2014), relatively new term “omni-channel” has appeared with the support of latest technology and widely discussed in marketing practitioners around the world (Rigby, 2011; Fluss, 2014). Both terms lead to corresponding marketing approaches of multi-channel and omni-channel marketing. In an effort to understand the difference between these approaches, I started wondering whether it is necessary for marketers to separate two terms anymore in the context of constantly evolving technology because multi-channel marketing will soon disappear and be completely replaced by the more valuable omni-channel marketing.