Omnichannel Marketing as a Factor in Sustainable Development of Small Companies

This research article is devoted to the study of the application of omnichannel marketing as a key tool for the sustainable development of small companies. The author considers the omnichannel approach as a strategic solution for small businesses, allowing to integrate all communication and sales channels into a single system to create a seamless user experience. The work traces the historical evolution of marketing from traditional forms of communication through multichannel and crosschannel strategies to the modern omnichannel model, made possible by the development of analytical tools and digital technologies. Particular attention is paid to the “Wheel of Omnichannel Marketing” model, where the client is located at the center of the ecosystem of interacting channels, which clearly demonstrates the principles of seamless interaction of consumers with the brand. The author offers a practical algorithm for implementing the omnichannel approach, including an analysis of the current state of marketing using a buyer’s journey map, identifying and integrating key channels, as well as scaling the strategy after the successful implementation of the basic model. The article examines in detail the key components of omnichannel marketing, such as ensuring a seamless customer experience, harmonizing online and offline channels, personalizing offers, automating marketing processes, and integrating communications. At the same time, the author acknowledges significant barriers to implementing omnichannel marketing in small companies, including the high cost of implementing infrastructure, the complexity of integrating channels and data, a lack of qualified personnel, and possible staff resistance to change, emphasizing the need for proper planning and phased implementation to minimize risks.