Marketing mix management in the omnichannel environment
Speaking of “omnichannel environment” becomes a necessity since we have become “omnichannel consumers“. Our purchasing behavior has changed so that companies must react adapting to this new reality: users permanently connected by smartphones, tablets and computers to all kinds of apps, the internet, social networks, etc., both for leisure and to contact the companies and brands. We take into account the opinions of other users, we look for discounts, offers, comparisons, etc.
The concept of “omnichannel” responds to the need to integrate the various communication channels existing in the market so that the contents published in them are interrelated and potential customers can explore multiple ways of interacting with the brand.