OMNICHANNEL OPTIMIZATION IN MARKETING TO INCREASE CUSTOMER ENGAGEMENT NEW STRATEGIES FOR STARTUP COMPANIES
Keywords:
Omnichannel, Marketing, Customer Engagement, Startup CompaniesAbstract
This research reviews literature on optimizing omnichannel strategies in marketing to increase customer engagement, with a focus on its implementation in startup companies. In today's digital era, marketing success depends largely on a company's ability to create a consistent and unified customer experience across multiple communication channels. This effort is known as an omnichannel strategy. This literature research aims to identify the key factors needed by startups in adopting and optimizing an omnichannel strategy in their marketing. This research reviews previous studies that highlight the importance of integrating online and offline channels, the use of new technologies such as artificial intelligence and data analytics, and the importance of personalization in attracting and retaining customers. Furthermore, this research explores the challenges often faced by startups in implementing an omnichannel strategy, such as limited resources, technology and knowledge. From this research, it is concluded that collaboration with strategic partners, diversification of communication channels, and commitment to continuous innovation are crucial factors for omnichannel success. Collaboration with technology and logistics providers can overcome internal resource limitations, while diversifying communication channels allows for broader and more relevant engagement. Lastly, continuous innovation through the use of new technologies and internal team training ensures that startups remain competitive and adaptive in a dynamic business environment.
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