Digital Transformation in Content Management and Customer Engagement – the Omnichannel Approach
Digital Transformation in Content Management and Customer Engagement – the Omnichannel Approach

Author(s): Elena K. Slavkova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Summary/Abstract: Digital transformation in content management and customer engagement is central to how businesses are evolving today. This report explores omnichannel approaches that represent an integrated way to interact with customers through different channels. The analysis includes current issues of companies and users, the evolution of content management systems, the implementation of platforms for effective collaboration, and the integration of data from different sources. The main benefits that omnichannel content platforms provide to both businesses and consumers are the focus of the report. In terms of customer engagement, the omnichannel approach contributes to personalized experiences, seamless transitions between communication channels, and increased brand loyalty. One of the report's main conclusions is that omni-channel strategy in the context of digital transformation is not only oriented towards meeting customer expectations, but above all it positively impacts various aspects of the business - from customer relationships to operational efficiency.

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