Marketing of Loneliness in the Omnichannel Communication Space of the City

The article represents the socioeconomic problem of loneliness of a modern person in the city. Economic loneliness is seen as a trend in modern socioeconomic systems. An ambivalent approach to the phenomenon of economic loneliness allowed the authors to formulate the tasks of the marketing of the loneliness for the state, municipal and business services and goods based on the smart city: to neutralize the negative consequences of economic loneliness of city dwellers and to develop positive practices of economic loneliness, which serve as drivers of the loneliness industry. The reasons for economic loneliness and modern social practices of loneliness are presented. The authors use an interdisciplinary approach to describe the essence of loneliness, develop its classification from the marketing point of view, and further focus on the marketing aspects of its research. The authors rely on the statement that the living environment of a modern inhabitant of a megacity is formed by the smart city management system, which creates a special, new space for omnichannel socioeconomic and sociopsychological connections and communications, combining offline and online reality. Omnichannel is proposed as the main principle for loneliness marketing, which allows to neutralize the negative aspects of the sociopsychological and socioeconomic phenomenon "loneliness" and to offer products for lonely urban consumers. A portrait of a lonely city resident has been designed as an object for loneliness marketing. A consumer segmentation system for the lonely inhabitats has been developed, tools for lonelinessmarketing are proposed for state, municipal and business goods and services based on existing marketing practices.