CONTENT MARKETING AND OMNICHANNEL STRATEGIES: NEW APPROACHES TO AUDIENCE ENGAGEMENT

In the modern digital world, content marketing has become a key element of a successful marketing strategy. But to maximize its effect, companies are increasingly using omnichannel approaches to provide a consistent and coherent experience for users across all channels of interaction. The main objective of content marketing is to provide useful information or entertainment that solves consumer problems, answers their questions, and ultimately encourages them to take action. The purpose of the article. To study the content marketing of the Notino online store and omnichannel strategies. The results of the analyzes. A web analysis of the Notino online store was conducted on the example of the website. It was found that the Site Quality Index (SQI) is 74%, which indicates unique and high-quality content; 380 pages are indexed in Google, no data are available for Yandex; the level of trust is 60%, safety for children is not assessed; 63. 5K visits per day, 2M per month; no Apple icons and Og Meta Properties, no H1 title and page description, which negatively affects SEO; Content/HTML ratio – 1%; lack of GZIP affects speed; positive factors: keywords, images, analytics, low academic nausea (5%); page load – 5 seconds, resources – 2 seconds; mobile version available. The results of the content analysis showed that the Notino.ua website demonstrates a high level of content quality and information organization. Active work is underway to create interesting texts. Optimized text density and the use of headings increase readability. The absence of content oversaturation makes it easier to perceive, and high-quality images are used. Keywords such as “Discounts of the week”, “Original perfumes”, “Orders from the Czech Republic” effectively emphasize the main advantages of products. The main goal of the omnichannel strategy is to make users feel a continuous and smooth interaction with the brand regardless of which channel they use.It has been found that the online cosmetics and perfumery store Notino. ua implements an omnichannel approach on its website by offering a user-friendly mobile application, actively using social networks such as Facebook, Instagram, and YouTube, offering newsletter subscriptions, implementing several channels for customer support, including a telephone line, email, and online chat, offering personalized recommendations displayed on the homepage or in the “Recommended for You” sections, operating as an online store, in some countries the company has physical stores or order pickup points, having a user-friendly interface, and providing a wide range of services. The study found that content marketing and omnichannel perfectly complement each other: consistency of messages, integrated user experience, personalization, and increased engagement. The author highlights the main stages of creating an omnichannel content marketing strategy: audience analysis, development of a single message, integration of tools, adaptation of content to each channel, evaluation and optimization.