The emergence of B2B omni-channel marketing in the digital era: a systematic literature review

Órla Ní hAodha, Felicity Kelliher

Research output: Contribution to journalArticlepeer-review

15 Citations (Scopus)


Purpose: This paper aims to provide a systematic review of omni-channel marketing (OCM) literature and explore how it relates to business-to-business (B2B) marketing campaign development in the digital era. OCM’s evolution is tracked, exposing the areas in which research is most prevalent while also recognising knowledge gaps. Informed by these literature insights, the changing B2B channel dynamics that present within a digital era customer journey are appraised. An OCM model for B2B marketing campaign development is produced and avenues to further research are presented. Design/methodology/approach: This paper uses a systematic approach to explore OCM literature. This review informs an OCM model for B2B marketing campaign development to help advance conceptualisation of OCM B2B customer engagement as an emerging phenomena in the digital era. Findings: With just 21 papers identified, OCM is assumed to fit the criteria of an emerging concept as proposed in previous research studies. The proposed model presents the changing B2B omni-channel dynamics that can be used to create B2B OCM strategies, incorporating the myriad of B2B customer channels and touchpoints currently fabricating the modern B2B marketing terrain. Research limitations/implications: Conceptual in nature, there is a need for more empirical research to fully comprehend the emerging OCM landscape and how it relates to B2B customer dynamics. Originality/value: This research provides much-needed conceptualisation of data capture and management strategies for B2B marketing campaign development across the omni-channel in the digital era. While systematic literature reviews exist within the OCM realm, none have charted the current OCM literature.

Original languageEnglish
Pages (from-to)2156-2168
Number of pages13
JournalJournal of Business and Industrial Marketing
Issue number11
Publication statusPublished - 15 Nov 2022


  • B2B
  • B2B Customer
  • Campaign
  • Digital
  • Multiple channels
  • OCM
  • Omni-channel marketing
  • Strategy


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