Omnichannel Versus Multi-channel Marketing


People may see the word “omnichannel” and “multichannel” and assume that they mean the same thing. However, they have important differences that give them varying functions.

Multi-channel marketing

Basically, multi-channel marketing refers to the act of interacting with customers through various channels, including social media, mobile, direct mail, print ads, landing pages, and websites. Multi-channel marketing engages with customers by sending a common message through channels which operates independently from the others. For example, you might advertise a promotion code on a blog post, social media and email newsletter get customers to buy using the code or engage with a product or service.

Omnichannel marketing

Omnichannel marketing also involves interacting with customer through many channels. However, unlike multi-channel marketing in which channels would operates separately from each other, the omnichannel marketing involves integrating all the different channels together so that it can provide connected and consistent experience. For example, a user might get an email announcing a new product that they can engage with, while on Twitter they are offered a promo code for the same new product, and on Instagram they see a customer story about using the product.

Differences between multi-channel and omnichannel

1. Integration:

Multi-channel marketing purpose is to spread out as much channels as possible so that it can attain the most customer engagements - the more engagements you get, the better. With the omnichannel marketing, instead of focusing on expanding its reach and engagement through various channels, it has the customer at the center. Omnichannel marketing allows customers to connect with a brand through any of their channels since channels connect and harmony with each other. This allows the customer to easily access information from any of the channels.

2. Personalization

The multi-channel approach simply spreads the message and encourages the customer to complete a call-to-action. They focus on the needs of the customer, providing them with a personalized message to deliver an overall personalized customer experience. Omnichannel gathers data from the consumers to point out things that require more effort so that it can deliver seamless and desired customer experience.

By VSHR Digital Media

Source:

1.Forbes; 2.Corporate Finance Institute; 3.Smartinsights