Омніканальність у цифрових медіа

Abstract

The work is devoted to the study of omnichannelity in digital media as a modern approach to organizing interaction with users across multiple communication channels. The paper analyzes the differences between multichannel and omnichannel strategies and highlights the importance of creating a unified and seamless user experience. The proposed approach demonstrates that the effectiveness of digital media systems significantly depends on the level of channel integration and the degree of personalization of content.