Integration of omnichannel marketing systems: dimensions of economic efficiency

Бобер, Лариса Петрівна and Никонюк, Катерина Олегівна (2025) Integration of omnichannel marketing systems: dimensions of economic efficiency Фаховий Міжнародний науковий журнал "Інтернаука". Серія: "Економічні науки" (4). pp. 1-28. ISSN 2520-2294, 2709-5444

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Abstract

Introduction. The modern business environment is characterized by increasing complexity and integration of marketing communications, while the development of digital technologies has created new forms of consumer-brand relationships, leading to the evolution of an omnichannel approach to customer interaction. The transformation of marketing communications has evolved from a multichannel approach to the implementation of an omnichannel concept, the core idea of which is the deep integration of digital and physical touchpoints into the unified ecosystem of customer interaction. Meanwhile, alongside with the growth of investments in omnichannel marketing strategies, uncertainty regarding their economic efficiency is also increasing. Purpose. The purpose of the study substantiate theoretical and applied aspects of assessing the economic efficiency of omnichannel marketing and strategies for optimizing investments in omnichannel infrastructure. Materials and methods. The research is based on the analysis of contemporary scientific works in the field of omnichannel marketing and practical approaches to the assessment of its economic efficiency. To address these issues, channel-centric, customer-centric, financial, process-centric, and integrated approaches to evaluating the effectiveness of omnichannel strategies were used. The methodology for calculating the Return on Marketing Investment (ROMI) was applied, considering their incremental nature. Results. The study substantiates that the effectiveness of omnichannel marketing is determined not only by financial indicators but also by the quality of customer experience, the level of channel integration, and the ability to adapt to dynamic changes in consumer behavior. The proposed use of an incremental approach to ROMI assessment enables the identification of additional value created by specific marketing activities. The article identifies the sources of synergistic effect in omnichannel marketing – improving attribution efficiency, seamless customer experience, mutual reinforcement of channels, and accumulation and enrichment of customer data. Recommendations for maximizing the synergistic effect of omnichannel strategies have been developed. Discussion. Further research should be directed towards developing comprehensive models for assesing the economic efficiency of omnichannel strategies, considering their non-linear nature, the quality of channel integration,the dynamics of customer switching between channels, and the formation of switching barriers. A promising direction is also the study of the differentiation of omnichannel approaches for diverse customer segments.

Item Type:	Article
Uncontrolled Keywords:	omnichannel marketing; marketing channel integration; return on marketing investment (ROMI); economic efficiency; incremental approach
Subjects:	Статті у базах даних > Index Copernicus Статті у періодичних виданнях > Фахові (входять до переліку фахових, затверджений МОН) Статті у періодичних виданнях > Наукові рецензовані журнали (входять до інших баз, крім перерахованих та Google Academy, мають ISSN, DOI, індекс цитування)
Divisions:	Факультет економіки та управління > Кафедра міжнародної економіки
Depositing User:	Катерина Олегівна Никонюк
Date Deposited:	12 May 2025 09:48
Last Modified:	12 May 2025 09:48
URI:	https://elibrary.kubg.edu.ua/id/eprint/51790

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