November 1, 2021
Omnichannel vs. Multichannel Marketing

Omnichannel vs. Multichannel Marketing

You might have heard of the terms Omnichannel and Multichannel marketing whilst pondering upon the different tactics and channels to use while advertising your company to your desired audience. While you might be familiar with these two terms, you would be shocked how many people actually assume that these two mean the same thing.

You might have heard of the terms Omnichannel and Multichannel marketing whilst pondering upon the different tactics and channels to use while advertising your company to your desired audience. While you might be familiar with these two terms, you would be shocked how many people actually assume that these two mean the same thing.

Multichannel Marketing is about marketing through various different channels, each providing you with different information and working separately from each other. It refers to the use of more than one channel to market and communicate information about a brand. Although this is great, you may face problems such as style inconsistency, miscommunication and frustration from customers while having to browse through many different platforms to find the information that they are looking for.

On the other hand, Omnichannel Marketing is about forming real time interactions with customers through representatives, products and all of the decisions made throughout the sales process. By using this technique, you create a combined and united message that circles around your customer throughout the different channels that are at your disposal. Other than this, you create a constant communication between all of your channels, giving direct and easy access to the customer. For example, while marketing your new product, you want your Facebook, Instagram and Linkedin account to have the same style and message as your website and other channels of communication. This unity shows signs of brand consistency.

So, what was the difference again? It all comes down to the customer’s journey and how the customers perceive the user journey. Multichannel Marketing leads the customer towards a particular goal, taking them from point A to point B. This could be a specific promo code or social media campaign that is seen both on Instagram and Facebook, designed to lead the customer into using that code to buy new products. While Multichannel Marketing drives customer engagement, Omnichannel Marketing focuses on the user’s mind, creating a unified message while driving customer experience.

To illustrate this concept:

Imagine that you were to launch a new product. While using multiple different platforms, you would first send out emails with information about the new product release, then publish promo codes on your Facebook account to drive customer engagement and finally repost customer reviews on Instagram. While using these multiple different channels, you constantly remind the customer of your company and create a unified message.

The question you might be asking yourself, is which one is better? While most organisations naturally use multichannel marketing, being straightforward and requiring only a message and CTA, omnichannel marketing requires different strategy models and much more time. In today’s digital era with thousands of competing companies and content products, standing out while using omnichannel marketing could be the strategy making you stand out from the crowd.

To conclude the key differences between these two marketing strategies:

  1. Customer vs. channel centric; Omnichannel marketing centers around the customers. Rather than the number of channels in order to increase engagement and reach. When again multichannel marketing is all about expanding the number of channels to as many as possible without linking the channels to each other.
  2. Personalization; Multi-channel marketing aims to spread a message and simply get as many as possible to complete a call-to-action. Omnichannel approach is similar, but with a more personal touch. The omnichannel method additionally focuses on getting to know the potential customer.
  3. Integration; The omnichannel approach ensures that their potential customers receive the same message from all channels. When again, brands that apply the multichannel approach handles all channels separately, which results in inconsistency and a more impersonalized message. With a fulfilled and consistent omnichannel marketing approach brands are able to create a sense of familiarity with their brand and messaging.

If you’re interested in fulfilling your omnichannel marketing approach with a Google My Business profile, let us help. Book a free demo from the link below.