CROSS-MARKETING TOOLS IN THE CONDITIONS OF CONVERGENCE OF SALES CHANNELS

Abstract

The article provides a theoretical generalization and further develops approaches to understanding the toolkit of cross-marketing under the conditions of convergence of consumer interaction channels. It is established that contemporary processes of digitalization and the rapid development of omnichannel strategies fundamentally transform traditional marketing instruments and require their systematic integration within partnership-based interactions. In this context, cross-marketing evolves from a set of isolated promotional practices into a comprehensive mechanism for coordinating joint value creation across interconnected physical and digital touchpoints.

The systematization of cross-marketing tools, carried out on the basis of the marketing mix elements makes it possible to structure them according to their functional purpose and to identify the specific features of their application in the context of online and offline channel integration. The study substantiates the feasibility of using brand strength as a key criterion for selecting cross-marketing tools. The proposed approach involves the development of an integral Brand Strength Index based on a combination of market, behavioral, and digital metrics, which enables a more precise differentiation of tools depending on strategic objectives such as customer acquisition, conversion, and expansion of the customer base.

The mechanism for selecting cross-marketing tools within the marketing mix framework is developed, ensuring their coordinated application and improving the effectiveness of marketing activities through the achievement of a synergistic effect. The approach to synergy assessment is proposed, based on an integral Synergy Score that incorporates the level of channel integration, communication consistency, and the quality of partner fit. The findings confirm that under conditions of channel convergence, cross-marketing should be considered not merely as a promotional tool but as a strategic instrument for integrating enterprises into collaborative value creation ecosystems.