• Frank Aol

Omnichannel vs Multichannel

Updated: Jan 1

Modern digital marketing is done in various channels, may it be through a website, social media, instant messaging or chatbots. In this context customers regularly use various devices like mobile phones, tablets or computers which makes it necessary to adapt digital designs accordingly aka responsive design. It is the key challenge however to build up a marketing strategy which balances and coordinates all activities on different marketing channels for a best outcome of a campaign. This is where the concepts of multichannel and omnichannel marketing play a crucial role.

The main difference between multichannel and omnichannel digital marketing can already be comprehended by the analysis of the words themselves. While multichannel marketing can focus on multiple, but selected channels, omnichannel marketing tries to integrate all available channels into on holistic marketing approach.

In multichannel marketing a company or institution may use a channel like Facebook to approach a younger audience with customized contents while at the same time an older target clientele is approach through an email campaign with completely different contents and design. In fact, such kind of separation can have its advantages in case that an integrated marketing approach towards very different audiences is too challenging. With other words, in multichannel marketing the use of a particular channel of communication itself is in the focus of a campaign.

Contrary to that omnichannel marketing focuses on customer experience and tries to achieve this by integrating all available communication channels into one holistic and seamless marketing concept. In this context the analysis of customer data, notably the browsing history, is a n essential element of designing omnichannel campaigns. The more tailored a marketing campaign’s contents match a user’s interests, the better his experience in the sense of omnichannel marketing.

An ever-increasing number of online purchases is done from multiple devices, and it is an interesting fact that customers using various devices have been measured as the ones who provide most value to businesses. Contrary to widespread belief, many of these consumers do not purchase solely on digital channels and prefer a combination of online with offline experiences by e.g., collecting information online and buying offline. The offline factor hence remains very crucial in the design of any omnichannel campaign.

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