Factors influencing the implementation of omnichannel marketing

The article is devoted to the study of external and internal factors that influence the choice and further implementation of omnichannel marketing. The author focuses on assessing the current state of the organization in relation to the omnichannel approach from the point of view of the company’s representation in the traditional and digital environment, the presence of a relationship between online and offline marketing channels. Among the key factors that may influence the choice in favor of an omnichannel marketing may be the industry of operation, the category of goods sold, the possibility of using marketing channels and technological tools in the industry, consumer behavior, the actions of competitors, as well as the current state of the organization.