Application of beacon technology in omnichannel marketing: european experience,prospects for Ukraine

Abstract

The article presents the key results of the European experience of using beacon technology in omnichannel marketing in the field of commerce in order to identify opportunities and prospects for using this experience in Ukraine. The differences between multichannel and omnichannel marketing are determined. For the development of the main directions of digital technologies in marketing, it is necessary to update the components included in the structure of integrated marketing communications. It is established that under the influence of modern Internet technologies, it is necessary to re-define the distinct points of contact with customers that affect consumer attraction and profit from the use of various omnichannels.