Omnichannel vs. Multichannel: What is the Difference and Why Does It Matter?
By AMBAB INFOTECH
There are two significant terms in today’s marketing landscape; Multichannel Marketing and Omnichannel Marketing. Both ideally focus on the multiple channels to reach more customers; still, both are different. Multichannel Marketing refers to many channels that can communicate with the target audience on various channels. On the other side, Omnichannel is a customer-centric approach to integrated channel marketing.
What is the key difference between Omnichannel and Multichannel Marketing?
1. Customer-Centric Vs. Channel Centric
Omnichannel mainly focuses on the customer and offers a customer-centric, personalized experience across all the different devices and channels. The main aim of Omnichannel is to deliver customer-based marketing (not channel-based marketing) using a variety of channels. Omnichannel emphasis on smooth customer experience, constant active engagement with customers, etc.
The Omnichannel marketing method seeks to establish a good relationship with customers and brands using all available channels. A survey says Omnichannel experience increases customer engagement with the brand by more than 80%. At the same time, Multichannel marketing is nothing but interacting with more numbers of target audiences using a range of channels like text, voice, social media, emails, and many more. Each channel has its customer base with different interests. Every channel operates with a unique strategy for the targeted audience.
The multichannel marketing method seeks to reach more potential customers using the maximum available channels. The strategy depends upon a preliminary survey such as usage time, target audience, location, and many more factors.
2. Engagement and consistency
The Omnichannel marketing approach is customer-centric, so it ensures the same experience across all the channels. So multichannel strategy is mainly based on the consistency and customer engagement factor across all the channels.
Multichannel marketing uses different channels to represent the brand. Now each channel has a different target audience and interacting pattern.
3. Experience difference
The Omnichannel approach is primarily based on customer experience. It mainly targets effortless and more comfortable purchases. Omnichannel strategy always looks after “how to make things easy and user friendly,” “How to make it more convenient for customers.”
A regular survey is carried out to understand customer behavior, interests, past purchases to offer customized services. The multichannel approach thinks that customers will take some effort to purchase any item. It focuses more on consumer reach.
Omnichannel Marketing Pros and Cons
The current market is very competitive and volatile. Multichannel offers customized services to the client, which is beneficial for positive customer feedback and customer retention.
Omnichannel makes things more straightforward and comfortable and offers a consistent experience. With easy and comfortable shopping, users tend to do more shopping or regular shopping.
However, there are some cons while working with Omnichannel. It requires a lot of surveys, research, and information about customer behaviors to plan an Omnichannel strategy plan. Direct communication with the client is required to understand the need. The entire system should be designed to adhere to the customer requirement with more effort. Still, you can’t control the sudden change in customer behavior.
Multichannel Marketing Pros and Cons
The multichannel marketing process is designed for multiple channels for a broad audience. Customers can access your brand from anywhere. It is a traditional marketing approach, so have a typical target audience.
However, developing new and impactful content for the customer is tricky and challenging. As there are many brands in the market, it isn’t easy to attract and convert customers for purchase.
Currently, Brands like Nike are an excellent example of an Omnichannel marketing brand. Nike had improved sales using personalized user experience and suggestions. Disney brand also used strong content to attract and retain their customers. The market is a mixture of old and new customers. The multichannel marketing approach may need additional efforts to maintain the customers on the other side; implementing the Omnichannel model is not easy. It would help if you had experienced and expert guidance for developing the Omnichannel model. If you are willing to adopt the new Omnichannel model, contact Ambab, we offer end-to-end Omnichannel marketing solutions to our customers. We have a dedicated team of professionals. Our team will first understand the Brand requirement, do analysis, and deliver the best solutions to our customers with strong support.