🔑 Key Terms

Siloed Channels

Marketing channels that operate independently, causing inconsistent or fragmented customer experiences.

Omnichannel Integration

Coordinating all touchpoints — digital, physical, and human — to create a unified customer journey.

Customer Journey Stages

Prepurchase, Purchase, Postpurchase — each impacted by channel synergy or fragmentation.

⭐ Why This Matters

Siloed channels weaken the entire customer experience, while integrated channels multiply results. Understanding omnichannel integration helps students interpret modern marketing systems and prepares them for analyzing SEO, social, paid, and e-commerce together in the case study.

📚 CITATIONS

Balbín Buckley, S., & Marquina Feldman, P. (2024). Channel fragmentation and customer experience breakdowns. Journal of Integrated Marketing, 19(1), 33–49.

Thaichon, P., Quach, S., & Rahman, K. (2024). Synergy across digital touchpoints: The impact of omnichannel strategy on customer value. Journal of Retail Experience, 12(2), 88–104.

Weippert, M. (2024). Mapping the omnichannel customer journey: Touchpoints, transitions, and personalization. Journal of Marketing Management, 40(11–12), 877–909.