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Future Challenges of Marketing Online-to-Offline (O2O)
Abstract
The online and offline environment have come to coexist in the business environment, so the big question is to understand how we should integrate these two environments into marketing strategies. It is clear that online marketing strategies do not need to replace offline marketing strategies and vice versa. The big challenge will be how both will remain complementary to solving each other's shortcomings in view of a marketing strategy. It becomes evident that the techniques complement each other, forming a more robust and complete marketing strategy, bringing more attention to the brand, and increasing the visibility of the company. Therefore, the online-to-offline (O2O) and customer-centric approach will be able to build a stronger reputation, which will generate customer loyalty. In this context, a systematic review of the bibliometric literature on the basis of SCOPUS indexation was carried out. This study aims to understand what are the future designs of O2O Marketing and how they will coexist in a marketing strategy.
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