The Future of Online Marketing Strategies and Digital Tools: New Challenges and Contributions to RACE framework

The purpose of this study is to examine the opportunities resulting from online interactions, by shedding light on the most prominent topic in the field of online marketing. A systematic review of academic studies published in the past 15 years (2005–2020). Results systematised according to the RACE (reach > act > convert > engage), revealed useful insights, challenges and opportunities in terms of digital strategies, online business approaches, knowledge exploitation, product customisation and differences in online product purchasing (low-touch, high-touch and ‘embarrassing’ products’). Moreover, the study also highlights how consumers’ engagement strategies should consider recent threats such as web effects (pathological internet usage sometimes falling into the category of internet addiction) by managing consumers’ online presence, ethical and privacy concerns, and finally online behaviour monitoring in terms of expected response time in customer services, and negative word-of-mouth containment.