School of Business

Guest editorial: Beyond tech gimmicks: omni-digital touchpoints for products and brands

Document Type

Article

Abstract

Digital technologies have evolved remarkably in recent years. They have expanded in number, scope and capabilities, thereby providing an extensive array of tools for brands in the swiftly transforming digital marketplace. For example, artificial intelligence (AI) technology plays an increasingly critical role in the digital marketplace by enabling personalized customer experiences, optimizing marketing strategies and automating interactions across multiple digital touchpoints to ensure consistency and efficiency. From extended reality applications like virtual reality (VR) and augmented reality (AR) to wearable technology, the realm of fully digital solutions presents substantial potential for brands.

However, many marketers still perceive these technologies as mere “gimmicks” designed to attract attention or capitalize on novelty. This perspective overlooks the opportunity to integrate these technologies into a comprehensive omni-digital customer journey for products and brands. Instead of treating digital technologies as isolated tools with limited value, an omni-digital approach would seamlessly connect various digital touchpoints, enhancing the customer journey in meaningful and engaging ways and ultimately enhancing the value of products and brands.

Publication Title

Journal of Product and Brand Management

Publication Date

1-2025

Volume

34

Issue

1

First Page

1

Last Page

5

ISSN

1061-0421

DOI

10.1108/JPBM-02-2025-026

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