On April 27, 2026, an open lecture on the topic "Omnichannel Marketing in the System of Modern Marketing Communications" was held at the Kyiv National University of Technologies and Design within the framework of the "Marketing Week".
The speaker of the event was Vitaliy Oleshchenko, a graphic designer and community manager with experience in the field of marketing. He is engaged in the development of visual content for social networks, the creation of advertising banners, the formation of brand identity, the development of online communities and increasing audience engagement. During the lecture, students got acquainted with the basics of omnichannel marketing as a modern approach to building effective interaction between the enterprise and the consumer. The key differences between multi-channel, cross-channel and omni-channel were considered, and the main principles of creating a unified marketing communications system were also identified.
The speaker paid special attention to the formation of the customer journey in an omni-channel environment. Students learned how different points of contact, in particular social networks, websites, mobile services, offline stores and service channels, affect the creation of a holistic experience of consumer interaction with the brand. The practical part of the lecture was devoted to the analysis of cases of Ukrainian companies that are actively implementing omni-channel approaches in their activities. The EVA network was used as an example to demonstrate the integration of online and offline channels through a loyalty program, personalized offers and mobile services. The Rozetka case illustrated the transformation of an online store into an omni-channel ecosystem through the development of points of delivery, physical stores and a unified order processing system. The experience of the companies "Budynok Igrashok" and Comfy in combining digital communication channels with offline interaction with consumers was also considered. In addition, the lecture participants got acquainted with the international experience of The Walt Disney Company, which is one of the bright examples of implementing an omnichannel strategy. The speaker spoke about the Disney ecosystem of services, which combines digital platforms, mobile applications and the physical infrastructure of amusement parks, providing visitors with a seamless, synchronized and personalized experience.
During the event, the benefits of omnichannel marketing were discussed, including increasing customer satisfaction, increasing conversion and forming long-term loyalty. At the same time, attention was also focused on the challenges associated with the implementation of such systems in the modern business environment. The students were most interested in real cases of Ukrainian and international companies, practical examples and discussions of manifestations of omnichannel in everyday life.
The lecture contributed to deepening the students' knowledge in the field of modern marketing communications and a better understanding of the role of the omnichannel approach in brand development.
28.04.2026
