Abstract
An omni-digital approach refers to the interconnectivity of the variety of digital touchpoints offered by brands to their customers and users. [...]omni-digital marketing can be conceptualized as a holistic and integrated approach that leverages the full spectrum of digital technologies and platforms – such as AI, extended reality, wearables and more – to create a seamless and cohesive customer experience. In this framework, the focus shifts away from individual “channels” to creating a channel-agnostic environment where customer interactions with products and brands are fluid across all digital touchpoints. [...]relying on isolated technological silos is inadequate; a cohesive omni-digital environment must be developed to facilitate seamless consumer interactions throughout the journey. Other digital technologies, such as smart devices enabling access to the metaverse, show great promise for enhancing social networking, gaming, entertainment and multisensory experiences (Dwivedi et al., 2022a). [...]wearables, the Internet of Things and AI are capturing significant attention from marketers and consumers alike, with exponential growth projected over the next decade (Grandview Research, 2023; Nagl and King, 2024; Watters, 2023). To address these gaps, the current special issue aims to connect products, brands and branding research with omni-digital research; set a research agenda for the newly merged area of products and brands and omni-digital research; and inform strategic decision-making by product and brand managers wishing to implement omni-digital strategies.