Integrating Hybrid Campaign Design to Resolve Cross-Channel Fragmentation: A Systematic Review

Abstract

This study addresses this issue by systematically reviewing and synthesizing existing literature to develop a conceptual framework in which hybrid campaign design serves as a potential integrative approach to understanding cross channel coherence. Using a systematic literature review approach, the study analyzes 28 selected articles through thematic analysis, focusing on integrated marketing communication, omnichannel strategy, and design integration. A comparative conceptual analysis is then applied to distinguish fragmented campaign practices from integrated design approaches. The findings identify three primary sources of fragmentation: inconsistent visual systems, disconnected narrative structures, and discontinuities in user experiences across channels. In response, this study proposes the Hybrid Campaign Design Integration Framework, which is derived from the conceptual synthesis of the reviewed literature and built upon four key principles: systemic visual grammar, modular content architecture, narrative coherence sequencing, and cross channel experiential continuity. Together, these principles provide a conceptual basis for understanding how campaign development may transition from isolated channel execution toward a coordinated system level design strategy. Rather than representing an empirically validated solution, the framework offers a conceptual reference for communication designers and strategists seeking to align visual, narrative, and experiential elements across multiple platforms. Its applicability and effectiveness in real world campaign settings remain to be empirically investigated. By positioning design as a central integrative force, this study contributes a design oriented perspective to the literature on cross channel communication and establishes a basis for future empirical research on hybrid campaign integration.