Integrating Omnichannel Strategies in Digital Marketing: A Framework for Enhanced Customer Engagement

Liwei  Zheng; Zakryzhevska  Iryna

doi:10.54691/n6t3hp15

Authors

Liwei Zheng
Zakryzhevska Iryna

DOI:

https://doi.org/10.54691/n6t3hp15

Keywords:

Omnichannel strategies, Digital marketing, Online, Ffline marketing.

Abstract

This study focuses on the implementation status and core challenges of omnichannel strategies in China’s digital marketing environment. Although China has taken a leading position in the world in the field of digital commerce, companies still face structural obstacles such as data distortion, platform fragmentation, stricter supervision, and lack of user trust. Through a literature review and industry analysis, this study identifies four major issues and proposes corresponding countermeasures: establishing a data authenticity verification mechanism, building a content middle platform to enhance platform collaboration, strengthening the local compliance system, and promoting responsible marketing to reshape user relationships. Research shows that digital marketing in China is transforming from channel expansion to value integration and experience collaboration. Only by achieving the synergy of data governance, institutional response, and user trust can enterprises achieve long-term growth and competitive advantage in the omnichannel landscape.

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