Omnichannel vs. Multichannel. What’s the difference?

Just when you got used to the concept of multichannel marketing, along comes its younger, cooler, and way more put-together sister: omnichannel marketing.

In a multichannel marketing campaign, a company connects with its target audience using multiple channels. This may be a combination of digital and physical touches. The channels typically work independently.

Here’s an example. You get a retailer’s catalog in the mail and peruse it at home. You go to their website to keep looking, clicking on several items and putting them in a shopping cart, but ultimately decide not to purchase anything. Later, you find yourself walking by one of their stores, so you stop in. You leave empty-handed. The retailer failed to connect the stops along your customer journey, which prevented them from deeper interactions with you when you entered their store.

Enter omnichannel marketing. This is a sophisticated marketing concept that gathers, analyzes and uses customer data to deliver a seamless customer experience across multiple channels. Every omnichannel campaign is a de facto multichannel campaign; the inverse is not true.

A primary goal of an omnichannel campaign is to enrich user experience. Some would argue it’s meant to elevate user experience, because it uses data that is relevant and personal, and because it delivers total harmony in a company’s messaging.

The ability to give customers this sort of “shopping nirvana” is complex. Omnichannel campaigns entail a much deeper knowledge of a customer’s interaction with your company. They’re based on data that you collect and analyze. Omnichannel uses automation technologies that help you generate and synchronize your messaging. It takes every platform into account, allowing a company to reach out and touch customers regardless of how they’re engaging with you.

Omnichannel messaging is in total alignment. It requires complete integration of information systems within a company. It means engaging your customers between connections with them, all along their shopping journey. In the example above, if the retailer had used an omnichannel marketing campaign they would have reached out to you at each step of your buying journey. It’s a personal touch that deepens the connection.

Making the customer experience frictionless is a major tenet of an omnichannel campaign. It lets you stitch together fragmented customer experiences in a seamless fashion. Omnichannel marketing bridges the physical-digital divide. You create a better customer experience that feels personal each and every time.

To see how EarthColor can help you create your next omnichannel campaign, contact us today.


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