With the global spread of the “Kidulting” trend—where adults seek childhood-like comfort to alleviate life pressure—and the rise of emotional consumption, plush toys have shifted from children’s items to adult emotional companions. This paper uses the case study analysis method, outlining how jELLYCAT, a UK’s high-end plush brand, aligns with Kidulting psychology to drive success. jELLYCAT’s brand background includes its positioning shift to “all age groups” and strengths in design, quality, and sustainability. This study discusses the underlying reasons for the brand’s success. The brand’s success drivers include capturing adult emotional needs (childlike and compensation psychology), scenario-based/limited-edition products, in-store “healing” services, and multi-channel marketing. In addition, this study identifies challenges like high prices, counterfeits, and competition, and proposes solutions (AR/VR experiences, customizable accessories). The study concludes that jELLYCAT’s core strength lies in transforming products into “emotional partners”, offering a model for brands leveraging Kidulting trends in the emotional economy.

BackgroundWater offers opportunities for joy, connection, and lifelong memories, yet drowning remains a significant public health challenge in Ireland, accounting for nearly 40% of all combined road and water deaths over a five-year period. Water Safety Ireland recognized the need for a proactive approach, launching a national public awareness campaign that reframed water safety as an enabler of positive experiences rather than a restriction.DescriptionThe campaign leveraged multi-channel marketing strategies—including digital platforms, radio, print media, and community outreach—to promote the message that memorable moments are made possible by practicing water safety. Research conducted across age, gender, regional, and socioeconomic demographics provided critical insights into public attitudes and behaviors. The campaign emphasized swimming as a life skill (recognized by 84% as essential, up 6% from 2023) and reinforced the importance of water education (90% deeming it necessary, a 7% increase from 2023). The results also showed a significant rise in overall water safety knowledge among adults (76%, up 19% from 2023), and 72% of parents reported improved safety awareness among children.LessonsThe campaign effectively prompted action, with 74% of respondents taking at least one safety measure after exposure to water safety messaging. The most common response was heightened vigilance when swimming with family and friends (43%). These findings underscore the role of positive, action-driven messaging in encouraging behavior change. While lifejacket usage declined (70% in 2024 vs. 80% in 2023), the data highlights an opportunity for future campaigns to reinforce their importance through targeted messaging.ConclusionsThe success of this campaign demonstrates the power of well-crafted public messaging in shaping water safety behaviors. By positioning safety as a means of protecting cherished experiences, governments can foster long-term engagementKey messages• Well-crafted public messaging can shape the water safety behaviors of the public and change their attitudes and behaviours at aquatic environments.• By positioning safety as a means of protecting cherished experiences, governments can foster long-term engagement with water safety education.TopicDrowning Prevention, Changing Attitudes, Marketing.

This study aims to develop a go-to-market strategy for PT. APMS in entering the electric vehicle body repair service market in Indonesia. This study uses a qualitative method with primary data collection through semi-structured interviews with key stakeholders such as company management, suppliers and customers, as well as secondary data such as academic literature and industry reports. External analysis is carried out using the PESTEL and Porter's five forces frameworks, then internal analysis is carried out using the Value chain and VRIO frameworks. The (STP) segmentation, targeting and positioning approach, value proposition canvas and 7Ps' marketing mix are used to design an effective go-to-market strategy. The results of the study indicate that the electric vehicle market in Indonesia is expected to continue to grow, thus becoming an opportunity for PT. APMS to develop, PT. APMS has competitive advantages such as a strong reputation and network of relationships. The proposed go-to-market strategy includes selecting the right market, understanding customer needs, developing appropriate products, selecting effective channels and an integrated multi-channel marketing system.

In the digital era, competition in the e-commerce industry is fiercer. Platforms like Shopee have become integral to consumers' lives in fulfilling their daily needs. To win the competition, Shopee sellers must develop innovative and effective marketing strategies. One of the most widely used strategies is a combination of event marketing, viral marketing, and affiliate marketing. Through a quantitative approach and SEM analysis, this study found that the three strategies had a significant positive influence on purchase intention. The unique finding is the central role of product quality perception as a mediator in this relationship, which highlights the importance of building a positive perception of product quality in supporting the success of marketing strategies in the digital age. By examining the influence of multi-channel marketing strategies and the mediating role of product quality perception, this study is expected to enrich our understanding of how consumers respond to various marketing stimuli on e- commerce platforms.

Abstract Multichannel marketing solutions create the possibility of comprehensive strategies in the pharmaceutical industry, which allows for a variation of interactions with healthcare professionals. In the last decades, these solutions have evolved significantly. Thus, there was a shift from traditional models that were specifically focused on sales, to hybrid data-driven approaches, and then, with the COVID-19 pandemic, there is an increase in the importance of digital solutions. Obviously, quarantine, social distancing, but also the workload of healthcare professionals (HCPs) during the COVID-19 pandemic, was a catalyst towards the digitalization of marketing solutions. On the other hand, it has also been a strong disruption for traditional offline marketing channels, which targeted face-to-face interaction between pharmaceutical companies and healthcare professionals (HCPs). This paper examines how multichannel marketing has evolved from traditional offline marketing to digital strategies within the pharmaceutical industry due to the COVID-19 pandemic. It specifically investigates how communication methods between pharmaceutical companies and healthcare professionals are affected. In this regard, a questionnaire was developed and distributed among professionals working in the pharmaceutical marketing field. Through this, it aims to evaluate from the perspective of these professionals the effectiveness of multi-channel marketing in communication that was carried out before, during and after the COVID-19 pandemic. Effective communication in the post-pandemic era, targeting the pharmaceutical industry, must have a hybrid approach that integrates digital engagement, personalized content and face-to-face interactions.

Pastoralist households in Kenya’s arid and semi-arid lands (ASALs) rely heavily on livestock trade for livelihoods and income. Between 2021 and 2023, the region experienced its worst drought in four decades, marked by six consecutive failed rainy seasons. This study investigates the factors influencing pastoralists’ choice of livestock market channels during this period, focusing on the effects of drought, conflict, and livestock production systems. It also examines how different sources of livestock market information shape trading decisions. Data were collected from 1,053 households using a multistage sampling approach. Analytical methods included Multivariate Probit (MVP) regression and Classification and Regression Tree (CART) analysis. Findings reveal that informal networks, especially neighbours and family, were the most influential sources of market information. In contrast, formal channels such as mobile phone calls and radio had limited impact. Households affected by drought were more likely to sell steers through butcher outlets, reflecting urgent liquidity needs. Conflict significantly reduced participation in local markets, highlighting how insecurity limits access. Across all livestock types, namely steers, heifers, bulls, cows, sheep, and goats, pastoralists engaged in multi-channel marketing strategies shaped by herd size, household demographics, and external shocks. These results underscore the need to strengthen both traditional and digital market information systems that provide timely, localized livestock market intelligence. Supporting livestock marketing cooperatives and Common Interest Groups (CIGs) is also vital to improving coordination and bargaining power. Such interventions are essential for enhancing resilience, market participation, and economic inclusion in Kenya’s drought-prone pastoralist areas.

When analyzing a sequence of customer interactions, it is important for firms to understand how these interactions align with key objectives, such as generating qualified customer leads, driving conversion events, or reducing churn. The authors introduce a transformer-based framework that models customer interactions in a sequence similar to how a sentence is modeled as a sequence of words by large language models. They propose a heterogeneous-mixture multihead self-attention mechanism that captures individual heterogeneity in touchpoint effects. The model identifies self-attention patterns that reflect both population-level trends and the unique relationships between touchpoints within each customer journey. By assigning varying weights to each attention head, the model accounts for the distinctive aspects of the journey of each user. This results in more accurate predictions, enabling precise targeting and outperforming existing approaches such as hidden Markov models, point process models, and long short-term memory (LSTM) models. This empirical application in a multichannel marketing context demonstrates how managers can leverage the model's features to identify high-potential customers for targeting. Extensive simulations further establish the model's superiority over competing approaches. Beyond multichannel marketing, the transformer-based model also has broad applicability in customer journeys across other domains.

The advancement of technology has affected many sectors including the tourism industry. Adopting omnichannel marketing has become indispensable to enhance customer engagement and provide seamless, personalized experiences. Omnichannel marketing integrates multiple communication channels, such as websites, social media, mobile apps, and in-person interactions, into a unified system, offering a consistent and cohesive brand experience across all touchpoints. This strategy stands in contrast to traditional multichannel marketing, where channels often operate in isolation. Omnichannel marketing has been extensively studied in retail and e-commerce, while its application within the tourism sector is still emerging. This article explores the benefits and challenges of implementing omnichannel strategies in tourism destinations, drawing on case studies, industry reports, and academic literature. The findings indicate that omnichannel marketing can significantly enhance customer loyalty, increase revenue, and improve brand equity for tourism destinations. Examples such as Lake Toba in Indonesia, and Disneyland theme parks highlight the potential of omnichannel strategies to deliver integrated, frictionless experiences that increase customer satisfaction and drive repeat visitation. However, challenges such as data privacy concerns, adaptation of technology and budget constraints, must be addressed to elevate practices within the industry.

In recent years, the global animation industry has undergone profound changes, and intellectual property rights (IP) have become the core standard to measure the market success and cultural influence of animation works. As a successful case of Chinese animation IP, the themed animated films of the series have not only made breakthroughs in business but also promoted the influence of Chinese animation in the international market. This study combines industry reports, market data, and the latest academic research, discusses the key success factors of the IP in content creativity, marketing strategy, and audience feedback, and analyzes the role of cross-media narrative, digital technology innovation, and global expansion on the sustainable development of IP. The development of animation IP is not only an important topic in China’s animation industry, but also highly attracts attention around the world. The animation industry in the United States and Japan has formed a mature IP operation system. For example, Disney, Pixar, and Marvel companies rely on their long-term established brand assets and form IP into a stable business model through cross-media narrative, multi-channel marketing, and global layout [1]. In contrast, although China’s animation industry started late, it has risen rapidly in recent years, and the box office of domestic animation has repeatedly reached new highs. For example, the success of films has brought Chinese animation into a global perspective. How to learn from the international experience and combine the local cultural advantages to promote the international development of Chinese animation IP is an urgent problem to be solved at present. The research methods include case analysis, market data statistics, and literature review, and strive to fully reveal the successful path of animation IP. The results show that the modern adaptation of traditional cultural elements, multi-platform integrated marketing strategy, social media interaction, and derivative business model are the key factors for the success of this IP. This study can provide industry insight for animation production companies, marketers, and academic researchers, and help the future dissemination and commercialization strategy of animation IP.

This article examines the paradigm shift from traditional rule-based marketing automation to continuous experience optimization enabled by AI-driven decision engines. The article presents an architectural framework for real-time campaign orchestration systems that leverage predictive analytics, reinforcement learning, and natural language processing to dynamically personalize customer interactions across channels. Through multiple case studies across different industry sectors, the article demonstrates how these systems process multi-source data streams to make intelligent decisions in milliseconds, creating responsive customer journeys that adapt to behavioral signals and contextual cues. The article indicates significant improvements in engagement metrics, customer retention, and marketing return on investment compared to conventional batch-processing approaches. The article identifies implementation challenges, including technical integration barriers, data quality dependencies, and organizational readiness factors, while proposing solutions to these obstacles. This article contributes to the growing field of algorithmic marketing by establishing methodological guidelines for evaluating the performance of real-time decision systems and outlining a roadmap for future advancements in continuous optimization technologies.

This article examines the paradigm shift from traditional rule-based marketing automation to continuous experience optimization enabled by AI-driven decision engines. The article presents an architectural framework for real-time campaign orchestration systems that leverage predictive analytics, reinforcement learning, and natural language processing to dynamically personalize customer interactions across channels. Through multiple case studies across different industry sectors, the article demonstrates how these systems process multi-source data streams to make intelligent decisions in milliseconds, creating responsive customer journeys that adapt to behavioral signals and contextual cues. The article indicates significant improvements in engagement metrics, customer retention, and marketing return on investment compared to conventional batch-processing approaches. The article identifies implementation challenges, including technical integration barriers, data quality dependencies, and organizational readiness factors, while proposing solutions to these obstacles. This article contributes to the growing field of algorithmic marketing by establishing methodological guidelines for evaluating the performance of real-time decision systems and outlining a roadmap for future advancements in continuous optimization technologies.

Objectives:The increasing prevalence of electronic cigarettes (e-cigarette) use among adolescents has raised concerns about potential high-risk behaviors, particularly the addition of psychoactive substances to e-cigarette liquid (e-liquids). This study examines the association between exposure to e-cigarette marketing and the practice of adding psychoactive substances to e-liquids among Polish teenagers.Material and Methods:A cross-sectional survey was conducted with 8344 Polish teenagers aged ≥15 years. The study evaluated exposure to various e-cigarette marketing channels, the prevalence of psychoactive substances added to e-liquids and associated demographic and socioeconomic factors.Results:Among participants, 7.15% reported adding psychoactive substances to e-liquids, with tetrahydrocannabinol being the most commonly reported substance. E-cigarette marketing exposure, especially in urban areas and via digital platforms, was significantly associated with an increased likelihood of adding psychoactive substances to e-liquids (p < 0.001). Higher-income adolescents exhibited greater susceptibility to this behavior when exposed to marketing. Maternal secondary education demonstrated a protective effect. Various marketing channels showed differential impacts, with club or social venue promotions demonstrating the strongest association with psychoactive substance use.Conclusions:These findings elucidate the complex interplay between e-cigarette marketing exposure, socioeconomic factors, and high-risk e-cigarette use among adolescents. The results underscore the necessity for more stringent regulation of e-cigarette marketing and comprehensive, targeted prevention strategies focusing on urban and higher-income youth populations.

This paper presents a conceptual framework for optimizing multi-channel marketing strategies by integrating consumer behavior insights, data-driven approaches, and advanced analytical tools. In the context of increasingly complex marketing environments, businesses must navigate multiple consumer touchpoints, including traditional and digital channels, to enhance customer engagement and drive conversions. The study emphasizes the crucial role of understanding consumer behavior in shaping personalized marketing strategies and discusses the adoption of predictive analytics, artificial intelligence (AI), and automation to improve campaign effectiveness. By reviewing existing literature on attribution modeling, conversion analytics, and marketing optimization, this paper identifies gaps in current research and proposes a framework that balances reach, engagement, and conversion across diverse marketing channels. The practical applications of this framework are demonstrated through case studies from industry leaders such as Amazon, Starbucks, and Nike, showcasing successful multi-channel marketing optimization efforts. Despite challenges in data integration, attribution modeling, and real-time decision-making, the paper offers recommendations for businesses on how to implement these strategies effectively. Finally, it outlines potential future research directions in AI-driven personalization, cross-device tracking, and real-time marketing analytics, highlighting the need for continuous adaptation to evolving technologies and ethical considerations in the use of consumer data.

This study explores the impact of multi-channel marketing on sales performance in the property insurance industry, focusing on how the integration of online and offline channels enhances customer acquisition, conversion, experience, and loyalty. The findings indicate that multi-channel marketing significantly improves sales outcomes by offering personalized customer experiences and increasing engagement. By combining digital marketing with traditional sales channels, such as agents and tele-sales, insurance companies can broaden their reach, build customer trust, and improve conversion rates. Additionally, the use of Customer Relationship Management (CRM) systems enables insurers to better understand customer needs and implement targeted marketing strategies. The study also discusses the future trends of multi-channel marketing, particularly the role of artificial intelligence (AI) and big data in enhancing personalized marketing and customer data analysis, as well as the impact of digital insurance platforms on future marketing models. This research provides theoretical support for optimizing multi-channel marketing strategies in the insurance sector and offers guidance for future research directions.

In the world of food and beverage, PepsiCo is one of the leading companies. This study examines PepsiCo's management model, including leadership development, operational efficiency, supply chain management, product innovation, and corporate social responsibility. Based on the results of this study, PepsiCo maintained a steady supply of leadership through internal promotion and continuous training. Furthermore, the company consistently innovated its products in order to meet the market's demand for healthy food. With regards to marketing and brand management, multi-channel marketing and the development of brand IP greatly enhanced PepsiCo's market influence, especially among young consumers. In terms of corporate social responsibility and sustainable development, PepsiCo's PEP+ demonstrates its commitment to social responsibility and has a positive impact on society and the environment. This study provides an in-depth understanding of PepsiCo's management model as well as a blueprint for researchers seeking to study it.

In today’s fast-changing digital environment, marketing strategies have moved beyond traditional methods, adopting innovative approaches that utilize technology to connect with and engage consumers. The integration of digital platforms and the need for a unified presence across multiple channels are crucial in crafting effective marketing campaigns. This multi-channel marketing approach involves utilizing various platforms, such as social media, email, search engine marketing, content marketing, and traditional advertising, to create a cohesive and effective marketing strategy. However, the effectiveness of multi-channel marketing efforts can be challenging to measure and optimize. They can help build brand awareness, reach specific target audiences, and create a more tangible presence in the marketplace. However, traditional marketing can be more expensive and difficult to measure than digital marketing.

The article explores the priority areas of digital marketing’s impact on the formation and implementation of a competitive strategy for enterprises in the modern business environment. To achieve this goal, the following scientific objectives have been defined: to reveal the essence of digital marketing strategy and its components; to determine the role of digital marketing in ensuring a company's competitive position in the market; and to formulate recommendations for an effective digital marketing strategy as a component of a company’s competitive strategy. To address these objectives, the following methods were applied: analysis, synthesis, generalization, induction, analogy, graphical representation, and a systematic approach. The study establishes that the development of an effective digital marketing strategy is a multi-stage process encompassing analytics, brand formation, selection of communication channels, and financial planning. It has been identified that key factors for the successful implementation of a marketing strategy include an in-depth analysis of the business environment, competitive advantages, and target audience. The significance of creating a unique brand identity for market differentiation has been highlighted. It has been proven that the integrated use of SEO, contextual advertising, social media, Google Display Network, and YouTube enhances brand awareness, attracts users, and increases conversion rates. Despite numerous advantages, the comprehensive digital marketing model also has several significant drawbacks, with high implementation costs being one of the key challenges. It has been substantiated that targeted interaction through advertising, video content, and collaboration with bloggers significantly improves marketing effectiveness. It has been demonstrated that the adoption of digital marketing has a profound impact on a company’s competitive position, as it enables rapid responses to market changes, strengthens consumer loyalty, and leverages modern technologies to attract new customers. At the same time, the effectiveness of such a strategy largely depends on budget constraints and the qualifications of the team, as implementing a multi-channel marketing approach requires substantial financial and human resources. Thus, digital marketing not only contributes to business growth but also helps reinforce its competitive advantages in a dynamic market environment. Further research is aimed at identifying ways to unlock the synergetic effect of integrating neurotechnologies and artificial intelligence into digital marketing.

Online Travel Agency platforms have attracted a large number of consumers through their unique marketing methods and have gradually gained control over hotel market traffic. This paper uses the Home Inn Hotel Group as a case study to systematically analyze the dual impact of Online Travel Agency platforms on China’s budget hotel sector using Porter’s Five Forces model. Research shows that while Online Travel Agency platforms help hotels increase revenue, they charge high commissions and attempt to monopolize the hotel customer market, leading to intense competition between hotels and Online Travel Agency platforms. Due to the high commissions charged by Online Travevl Agency platforms, the profit margins of budget hotels have been severely reduced. To help budget hotels in China survive and develop better, this paper provides constructive suggestions based on the analysis results, including strengthening the multi-channel construction system, optimizing the cooperation model with Online Travel Agency platforms, and offering differentiated services. The study provides practical suggestions for the “de-OTA” strategy of Chinese economy hotels, but it also has limitations such as the lack of relevant data analysis. In the future, relevant data can be updated, and further research can be conducted on the effectiveness of multi-channel marketing strategies for Chinese economy hotels in “de-OTA”.

Disney and Pop Mart have successfully leveraged Diversified Integrated Marketing (DIM) strategies to broaden their sales channels and significantly boost their revenue. By integrating various marketing tools and platforms, they have managed to create a comprehensive approach that resonates with the youth demographic. Their products, which often feature unique designs and innovative concepts, have gained widespread popularity due to the strategic use of social media, online stores, and physical retail spaces. The process these companies employ involves a multifaceted approach. They start by identifying their target audience and understanding their preferences. Disney, with its rich history of storytelling and beloved characters, and Pop Mart, with its trendy collectibles, both create products that appeal to young consumers. They then use digital marketing to reach out to this audience, employing social media platforms to engage with them, showcase new products, and create a sense of community. The success of Disney and Pop Mart can be attributed to their ability to seamlessly integrate online and offline marketing efforts, creating a cohesive brand experience that keeps customers coming back for more. Their DIM strategies have not only increased their sales but also solidified their positions as market leaders in the entertainment and collectibles industries. By staying ahead of trends and continuously innovating, they have managed to captivate the hearts and wallets of young consumers worldwide.

As a result, more businesses are harnessing multi-channel marketing campaigns to both reach and engage customers spanning multiple channels in this competitive digital arena. Whether these campaigns succeed ultimately comes down to one thing: the ability to analyze and assess their impact in a holistic, data-driven way. This paper discusses how to measure multi-channel marketing campaigns quantitatively using various analytical tools. It focuses on the different methods businesses can use, including A/B testing, attribution models and advanced analytics platforms, to understand campaign performance across multiple touchpoints — from social media to email to search engines and websites. It also covers the confusion about collecting data from several sources, shines light on how to best avail and integrate analytical tools, talks about predictive analytics &amp; machine learning and how can these technologies enhance campaign results. With these tools, companies can get actionable insights that allow them to refine their marketing campaigns, provide effective customer engagement or even make the most of return on investment (ROI) In addition, the paper explores future directions of multi-channel campaign measurement with a trend toward real- time analytics and AI in marketing decision-making. It touches upon how the grow in dependence on data point integration across a variety of marketing channels and the multi-touch for customer journey tracking always leads to value-added strategic decisions. As the technology grows, and businesses understand their own campaign efforts, they can not only fine-tune their ongoing campaigns but also obtain insights into the future trends and outcomes— thereby improving its long-term marketing results. Keywords Multi-Channel Marketing, Campaign Effectiveness, Analytical Tools, A/B Testing, Attribution Models, Predictive Analytics, Machine Learning, ROI, Real-Time Analytics, Artificial Intelligence.