A STUDY OF ADOPTION OF OMNI-CHANNEL MARKETING STRATEGY AMONG FIRMS REGISTERED IN STOCK EXCHANGE OF THAILAND: EVIDENCE FROM 2018 ANNUAL REPORT

Abstract

Due to a leap in technology advancement and changing consumer purchasing pattern, business organizations need to adjust their business operations and marketing strategy to stay competitive in the marketplace. One of key marketing strategies is omni-channel marketing, which is a seamless integration of offline and online distribution channel to facilitate a ubiquitous purchase journey and enhance consumer experience. In Thailand, business organizations have been increasingly aware of the pivotal role of omni-channels. Given its importance, this study aims to explore omni-channel marketing strategy and technology application in developing a more effective omni-channel marketing strategy. To respond to such research objective, a desk research was adopted by analyzing annual reports for the year of 2018 of firms registered in Stock Exchange of Thailand and conducting a comprehensive literature review. The findings revealed that most firms implemented omni-channel marketing (i.e., increasing a number of branches and at the same time developing an online channel platform). Besides, technology was found to be prevalent, though at different advancement level among the firms. Modern technologies applied in omni-channel include Artificial Intelligence (AI), Big Data, and Blockchain. Meanwhile, standard technologies include e-commerce, Line chat, and e-mail. This research study helps add on research in omni-channel marketing catered to Thailand context. The findings also shed light to existing and new companies in Thailand to better plan omni-channel strategy and integrate technology adoption.