Strategy for Omnichannel Brand Communication: OBRIDGE Model Evidence-Based Segmentation, Personalization, and Retention Design
DOI:
https://doi.org/10.47941/jepm.3815Keywords:
Omnichannel Marketing, Brand Communication, Customer Segmentation, Personalization, Retention, Customer JourneyAbstract
Purpose: This article examines how an omnichannel brand communication strategy can be designed based on accumulated empirical evidence rather than intuition, isolated campaign metrics, or platform-specific tactics. The paper introduces OBRIDGE (Omnichannel Brand Integration, Differentiation & Retention Engine), a structured, authorial methodology developed to design, manage, and integrate communication logic across diverse touchpoints.
Methodology: The research synthesizes a corpus of empirical, conceptual, and review-based works to identify recurring explanatory variables. A cross-study coding matrix is implemented as a practical empirical component to systematically classify the selected articles by their research design, focal variables, and managerial implications.
Findings: The analysis reveals that omnichannel effectiveness depends on shifting from campaign-level personalization to journey-level orchestration, and grounding segmentation in behavior, context, and interaction quality rather than static demographics. Three critical elements repeatedly drive stronger outcomes: evidence-based segmentation, adaptive personalization, and retention design embedded into the customer journey. Together, they form a strategic system in which segmentation identifies value logics, personalization enhances the experience, and retention design builds durable brand preference.
Unique Contribution to Theory, Practice, and Policy: This study advances marketing theory by conceptualizing omnichannel communication as an integrated strategic system driven by journey-level orchestration rather than isolated channel metrics. In practice, it equips marketing consultants and brand managers with the actionable OBRIDGE methodology, a compact, evidence-based model for diagnosing weak communication systems and redesigning them around measurable continuity, coherence, and customer relevance. From a policy perspective, the framework offers valuable guidelines for trade associations and marketing boards to standardize omnichannel best practices, helping organizations build resilient customer relationships in digital ecosystems.
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