Маркетингові комунікації в умовах омніканальної взаємодії на ринку В2С

Abstract

Досліджено маркетингові комунікації підприємств роздрібної торгівлі. Показано, що омніканальна стратегія взаємодії на ринку В2С визначає його мультиканальну структуру комунікацій. Розглянуто реалізацію комплексу маркетингу за рівнями воронки продажів. Для підвищення конверсійності розміщення реклами запропоновано використовувати додаткові можливості інструментів і сервісів, вибудовувати сценарії взаємодії зі споживачами.

The article is devoted to the study of marketing communications of retail enterprises in terms of omnichannel interactions. Omnichannel marketing strategy is based on the use of modern cognitive and information technologies. The main contradiction between strategy and marketing transformation is the achievement of long-term competitive advantage in a changing digital ecosystem and environment. The development of new technologies and channels of marketing communications allows to build an omnichannel system of interaction, which is characterized by the integration of several channels to create effective and consistent communication with the consumer, to cover the target audience with all possible communication channels. The omnichannel strategy of the retail enterprise determines its communication structure in the implementation of the marketing complex at the levels of the sales funnel: brand knowledge, trust, interest, target action, loyalty. A different approach at each stage of the sales funnel is required by the consumers. The funnel implements the process of constant communication with the brand in several stages. The composition and number of these stages depend on the target audience, the range of goods, services and tasks facing the company. The main metrics of effectiveness at the first stage of attracting users are recognizability and interest in the brand. Video advertising can affect brand awareness, and a strong brand increases the number of brand searches. To increase the convertibility of video placement, accurate media targeting, contextual advertising, it is necessary to use additional capabilities of tools and services to work with metrics, CRM-base, build scenarios, interact with users and measure the effectiveness of communications at all levels of the sales funnel. Retailers use other tools and services to implement omnichannel marketing strategy. Among them: transfer of data of offline sales for their joint use during online sales, targeting, geosegmentation, analytics. The introduction of omnichannel interaction allows the retailer to build effective channels of communication with the consumer, ensuring his long-term loyalty. The results of research can be used in further scientific and applied work to develop a marketing plan for omnichannel interactions.