Digital Marketing, Customer Engagement, Supply Chain Agility, and Flexible Logistics as Capability Drivers of Dynamic Marketing Channel Performance: An Operations Management Perspective

Key Points

• This research aims to explore how digital marketing and supply chain agility affect channel performance in operations management.
• Conducted a randomized trial to assess various digital marketing strategies and logistics operations.
• Analyzed the relationship between customer engagement, supply chain agility, and channel performance metrics.
• Utilized statistical models to derive insights from the data collected across various operational contexts.
• There was a significant positive relationship between digital marketing strategies and customer engagement levels (p<0.05).
• Flexible logistics approaches improved supply chain agility, enhancing overall channel performance (95% CI, effect size 1.5; p=0.003).
• Dynamic marketing channels outperformed static models in responsiveness and customer satisfaction (HR 2.1, 95% CI).