Omnichannel as a trend in managing marketing communications of microfinance business in the digital economy

The intense development of the competitive environment requires microfinance organizations to implement highly effective marketing, aimed at achieving commercial goals and realizing promotion functions in the digital environment. Omnichannel marketing becomes relevant in such conditions, emerging as a widespread trend in the contemporary microfinance business. This work reveals the modern trends of omnichannel marketing development: digitalization, the predominance of large commercial structures, and the shift towards a customer–centric approach and omnichannel marketing. Specific tools of omnichannel marketing are highlighted and analysed: email marketing, call centers, chatbots, messengers, websites, and others, as well as some methods of managing loyalty and personalizing interaction with clients are considered. The research concludes that omnichannel marketing not only contributes to the competitiveness of microfinance organizations through improving customer experience and increasing loyalty but also serves as a significant and effective tool for ensuring efficiency and achieving the marketing commercial goals of the microfinance business.