THE USE OF OMNI-CHANNEL MARKETING FOR THE PROMOTION OF PRODUCTS OF THE FOOD INDUSTRY

Abstract

The article examines modern features of the food industry in Ukraine, which determine approaches to the development and implementation of marketing strategies in this field. The key role of the food industry in the country's economy, its high competitiveness on foreign markets, as well as the complex structure of the industry with numerous subsectors that require specialized marketing approaches are highlighted. The research focuses on changes in the food industry, which are moving from traditional marketing strategies to a holistic and customer-centric approach known as omnichannel marketing. This new approach involves fully integrating offline and online communication channels to provide a personalized and seamless experience for customers. The research covers a variety of consumer engagement channels, including email marketing, search advertising, websites, social media, blogs, influencer marketing, and more. The article outlines specific strategies for increasing engagement and highlights the potential for future advancements in the field, such as the introduction of personalized AI assistants, chatbots, the integration of machine learning technologies, and dynamic optimization of creativity. In general, the application of an omnichannel approach is considered important in reflecting the answers to the challenges that are associated with digital transformation, which ensures the competitiveness of companies in the food industry and not only improves communication with customers, but also creates conditions for long-term and trusting relationships, which is important factor of success. Successful examples of the implementation of omnichannel marketing in the food industry of Ukraine in 2023-2024 were also given. The experience of companies that effectively integrate digital and physical communication channels, creating a continuous and satisfactory user experience, is considered. Analyzing their activities, the importance of a deep understanding of the needs of the audience is emphasized, which allows to optimize marketing efforts, increase the level of customer satisfaction and maintain consumer loyalty in the long term.