MULTICHANNEL MARKETING AS A KEY ELEMENT OF E-COMMERCE DEVELOPMENT STRATEGY

Abstract

The article examines the main drivers of e-commerce development in Ukraine, which are: increasing the level of Internet penetration; restrictions caused by COVID; expanding the geography of delivery and reducing its time without harming the environment. It is established that the object of multichannel marketing in the information technology market is the analysis of information and its qualitative evaluation using network information systems and other means of information technology. The comparative characteristic of elements of a complex of traditional marketing and marketing in electronic commerce is carried out, their specific features are defined. Traditional marketing aims to analyze demand, competitors, identify opportunities and create tasks for production, test products on potential consumers, while multichannel marketing in e-commerce helps to promote products on the Internet, analyze the supply and demand of competitors, test the product, but not related to production planning. It is proved that multichannel marketing personalization in e-commerce involves the formation of an environment in which a key element of business is the management of consumer information, which allows expanding analytics, attribution of answers and digitalization of marketing. It is established that the placement of goods for sale in electronic format, optimizes costs such as rent or maintenance of its own warehouse, targeted advertising of goods, transportation costs, product packaging. Measures for the introduction of multichannel marketing in e-commerce are proposed, which provides additional opportunities for: personalization of customer experience for each channel through in-depth analysis of the audience and the formation of each customer’s unified view; marketing optimization which allows coordinating the operations of marketing and sales departments, to make decisions based on data that increase the return on investment; stimulating the generation of demand and its growth for marketers in the B2B segment which allows you to increase conversions and increase sales.