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This paper proposes a tactical tool to enhance effectiveness of OMO (Online Merge Offline) marketing, explained through 7Ps × D × C, with R as a moderating variable (D = Digitalization, C = Connectivity and R = Relevance). Doing so can effectively transform traditional marketing into OMO marketing. In order to sustain OMO marketing, the paper proposes five  Yin-Yang (阴阳)  pairs, mediated by Lao-tzu’s  Tao (道)  &amp; Porter and Kramer’s Shared Value, through Ambiculturalism. By failing to keep  Yin – Yang  ( 阴阳 ) harmonious, the ecosystem of  Tao  ( 道 ) &amp; Shared Value will be destroyed, and the sustainability of OMO marketing will be compromised. This paper develops an updated marketing mix, by identifying additional elements; it also employs strategic elements of Shared Value from western theory, with the mechanism of  Tao  ( 道 ) from eastern philosophy. Together, an OMO marketing ecosystem is proposed, which deals with the relationship between effectiveness and sustainability.

Enhancing online–merge–offline (OMO) marketing effectiveness and sustainability – Tao and shared value perspectives: examples from China