The concepts of omnichannel marketing and Multichannel marketing are closely aligned. While these concepts are slightly different, efforts are constantly been made to make the difference even more obvious. For an adequate insight into how similar both ideas are, here is a brief description of both.
Multichannel Marketing: Multichannel marketing is aimed at being able to communicate with target clients through a variety of mediums. Essentially, Multichannel marketing is all about reaching out to a prospective client through many channels like traditional media options, online options, events, outdoor options and more.
Omnichannel Marketing: Omnichannel marketing is aimed at offering prospective clients a seamless message through a variety of channels. Essentially, Omnichannel Marketing is such that gives the buyer a unified experience.
When you take a cursory look at these ideas, it may seem as though both ideas are the same. However, upon closer scrutiny, it becomes apparent that there is a fundamental difference between the two that engenders completely different sets of business approaches and operations.
Here are the 4 key distinctions between Multichannel & Omnichannel Marketing
In the bid to gain clarity into what the various distinctions are between these seemingly identical concepts, here are four key distinctions that separate one from the other.
1- Platform vs. Client
The Multichannel style of marketing is such that tries to communicate with prospective clients through many platforms. The general idea behind the multichannel style of marketing is to utilize every means available to communicate with potential buyers.
On the other hand, Omnichannel style of marketing is such that combines the various platforms available in such a way that they synergistically work to create a particular experience for buyers. Given the aforesaid, it can be asserted that Omnichannel marketing is geared towards fostering a relationship with clients.
Resultantly, various researches have indicated that businesses that deploy Omnichannel marketing are more likely to experience a heightened level of loyal customers as opposed to those that don’t implement this approach.
2- The consistency of Engagement:
One of the fundamental distinctions between the Omnichannel and multichannel marketing approach is that the former is geared towards offering a consistent message. When it comes to Omnichannel marketing, the goal is to deliver a unified message that crystallizes into a particular image for the brand of business. Omnichannel marketing ensures that clients get the same message. Omnichannel marketing is such that creates a relationship between a brand or business and its target market. A reflection of this form of marketing is when every marketing communication tool is aimed at creating the same image.
3- Encouraging easy marketing:
When compared with multi-channel marketing, omnimarketing is such attempts to eliminate the need for effort in the marketing process. Omnichannel marketing tends to create a system of marketing that is more like a programmed mechanism. In simpler terms, omnichannel marketing obviates the need to constantly put effort into marketing campaigns and the likes. In line with the explanations of Misia Tramp, as opposed to just looking for what marketing channel to deploy, Omnichannel marketing tends to focus on understanding consumer information. This allows businesses to identify the areas of marketing operations that require effort while systematically eliminating such needs. The result is a marketing system that is almost automated.
4- Maximizing the potentials of channels:
Undoubtedly, the biggest weakness of multichannel marketing approach is the fact that it fails to maximize the potentials of all the channels it uses. On the other hand, Omnichannel marketing is geared towards making the most out of marketing channels. Interestingly, Omnichannel marketing is such that offers a complementary approach to the use of channels in a way that creates elevated efficiency with the reinforcement of clients experience.
Ultimately, it must be asserted that that omnichannel and multichannel marketing are independent approaches to marketing. While both approaches have the same vision of gaining customers and making sales, its worth mentioning that omnichannel marketing is a superior approach that facilitates the attainment of set marketing objectives.