OMNICHANNEL MARKETING AS AN EFFECTIVE WAY OF INTERACTION WITH THE CONSUMER

Abstract

The article is devoted to research and definition of the principles of omnichannel marketing technology and justification as an effective way to interact with the consumer and increase the efficiency of the enterprise. After all, in the conditions of growth of digital economy and production of information technologies, new approaches to marketing activity are formed. With the development of digital marketing, there is a need for new strategic approaches and technologies that can retain existing customers and attract new ones, build long-term relationships, and increase their LTV, especially when the consumer journey is not direct. 39 Object of the study: omnichannel marketing as a way to interact with the consumer and increase the efficiency of the enterprise. Purpose of the study: defining the principles of omnichannel marketing and justification as an effective way to interact with the consumer and increase the efficiency of the enterprise. Method of the study: theoretical and logical substantiation of the principles of omnichannel marketing, methods of economic, systems and comparative analysis. The main goal of the omnichannel approach is to create a simple and comfortable customer experience so that regardless of location and information device, the consumer can contact the company (brand). The introduction of omnichannel approach in marketing will have a positive effect on sales, consumer confidence, and therefore the desire to return to make repeat purchases. The company can more effectively determine the range of products or services, price management and customer LTV. This will attract new customers, expand market share, help analyze customer behavior and personalize the sales funnel. Ultimately, all this provides an opportunity to increase the efficiency of sales and business in general. The results can be used in determining the marketing strategy of the enterprise, which will improve interaction with consumers and increase the financial efficiency of the enterprise. KEY WORDS: OMNICANAL MARKETING, MULTICANAL MARKETING, MARKETING STRATEGY, MARKETING ACTIVITY, ENTERPRISE