ОMNICHANNEL MARKETING AS A NEW OPPORTUNITY TO BUILD AN EFFECTIVE CONSUMER INTERACTION STRATEGY

The article is devoted to research and definition of the principles of omnichannel marketing technology and its rationale as an effective way to interact with the consumer and increase the efficiency of the enterprise. Whereas, 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. The main goal of omnichannel marketing approach is to create a simple and comfortable customer experience that allows the consumer, regardless of location and information device, to contact the company (brand). The implementation of omnichannel approach in marketing will have a positive effect on sales, customer 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 these things give an opportunity to improve 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.