A Review of Digital Consumer Behavior Models: Insights from Multichannel and Omnichannel Marketing

Abstract

Abstract: This article reviews digital consumer behavior models within the context of multichannel and omnichannel marketing, aiming to provide insights into how these strategies influence consumer decision-making and engagement. The study employs a narrative review approach, utilizing a descriptive analysis method to synthesize existing research on consumer behavior models and their adaptation to digital marketing environments. The analysis focuses on understanding the differences between multichannel and omnichannel strategies, particularly how they shape consumer behavior, customer experience, and personalization. The findings reveal that while multichannel marketing offers flexibility by allowing consumers to interact with brands across separate channels, it often results in fragmented experiences due to the lack of integration. On the other hand, omnichannel marketing provides a seamless, integrated customer journey, enabling consistent interactions across various platforms. Omnichannel strategies are particularly effective in enhancing customer satisfaction and loyalty by leveraging real-time data to create personalized experiences. However, implementing such strategies requires significant technological investment and sophisticated data management systems. In conclusion, the review underscores the growing importance of omnichannel marketing in meeting the expectations of digitally-savvy consumers. As technology continues to evolve, businesses must adopt more integrated and personalized approaches to remain competitive in the digital marketplace. The study suggests that future research should explore the impact of emerging technologies like artificial intelligence, the Internet of Things, and social media on consumer behavior, as well as the role of sustainability in shaping consumer preferences.