People might think omnichannel and multichannel mean the same thing, as they both engage multiple channels that businesses use to communicate with customers. However, they have key differences that allow them to perform varying functions. Continue reading to learn the difference between omnichannel and multichannel marketing.
Omnichannel marketing provides a consistent, personalized experience for shoppers across all channels and devices. The guiding principle of omnichannel marketing is that it’s shopper-focused rather than channel-based. The main goal is to make the shopper’s experience as effortless as possible, and that means consistent engagement regardless of how a shopper is interacting with you.
Multichannel marketing encompasses several channels including social, mobile, direct mail, and physical locations. Each channel has its own strategy and goals and is independent of others. The lack of integration can create a confusing and impersonal experience that leaves customers feeling frustrated.
Multichannel vs Omnichannel Examples
Multichannel marketing puts the company at the centre of the strategy, and the channels work to deliver that message organically.
Omnichannel marketing puts customers at the centre of a company’s strategy. The channels that customers use to engage with the company are aligned with the brand’s messaging and also take the customer’s preferences into account. For example, the pants you viewed on your laptop are the same ones you saw on Instagram on your phone, and the same pair you heard about on your email when they went on sale a week later. The focus is on making sure the message is consistent across all devices and customized based on customer behaviour.
This level of personalization is not possible through multichannel marketing.
Which Should Your Company Use?
Companies that have developed an omnichannel customer experience strategy have seen a significant increase in their customer retention, compared to companies that have not adopted an omnichannel strategy.
Omnichannel marketing requires more work and focus from your employees to implement—however, the benefits are worth it. As you apply an omnichannel strategy to your online market, you can retain customers and continue to grow your business.
Online businesses have a greater chance of success than businesses that have a poor online presence. At boomingWebs, we can take your marketing to the next level. We have developed online marketing tactics that can help any business have a stronger online presence. Fill out the form on our website today, and someone will be in touch with you shortly.