Komunikacja marketingowa w realiach omnichannel – ujęcie modelowe
Marketing Communication in Omnichannel Reality – Trends and Tendencies

Summary/Abstract: Due to the growing importance of marketing communication in omnichan- nel reality, there is a high need to analyse ways of information transfer in model schemes. Main goal of the paper is presentation of conceptual model of omnichannel marketing communication (OMC). The model bases on the assumptions that: there is the appearance and reasons for using communication knots (within the strengthening of message system) between marketing tools; the system of interrelated messages builds a holistic communicate; the material coding and decoding processes are influenced by filters, strengthens and experiences. At the same time, feedback is transferred with us- age of a single tool, still in two forms – related and not-related to consumer’s free will

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