РОЗГОРТАННЯ БАГАТОКАНАЛЬНОГО МАРКЕТИНГУ У ЦИФРОВОМУ СЕРЕДОВИЩІ

Abstract

The article has considered the interaction between a company/brand and consumer in the modern digital environment based on multichannel marketing by identifying the main stages of its development and defining their main characteristics. It has been determined that in the era of digital technologies, there is a fundamental transformation of the concepts of companies/brands’ marketing activities, among which is the emergence of new ways of interaction through online and offline channels. The stages of development of multichannel marketing have been considered according to the criteria of marketing channels of interaction, their integration by both the company and the consumer, and approximate time frames. The main distinctive features of multichannel, cross-channel, and omnichannel marketing as successive stages of development of multichannel marketing have been provided. According to the study results, it has been proposed to consider the characteristics of the identified stages in terms of the technological and ecosystem basis for the development of multichannel marketing, and the transformation of companies/brands’ marketing activities and the consumer journey. The technological basis reflects the development of the Internet, which enables further development of the interaction environment. The ecosystem basis reflects the transformation of the environment as a result of technical and technological means. It has been determined that the transformation of companies’ marketing activities takes place in the following aspects: integration of digital and physical channels into the company’s business model with the construction of relevant business processes, identification of touchpoints, and mapping a customer journey and contact chains, using push and pull marketing, formation of a seamless customer experience along with product/brand promotion. From the consumer’s point of view, the consumer journey is changing from a linear to a looped one, when previous experience and loyalty become the determining factors for decision-making. From the company’s perspective, a successful customer journey should include brand advocacy.