Omnichannel and Multichannel are two buzzwords that get thrown around a lot in the world of business and marketing, but is there much of a difference between the two?
A channel is just another word for a medium.
In essence, they both refer to using more than one medium to communicate with customers.
The best way to understand the difference between omnichannel and multichannel marketing is to look at how each term is used.
They are ultimately quite different strategies to communicate with customers, one of the biggest differences between Omnichannel and Multichannel is how they approach marketing to engage potential customers.
While brand management involves focusing on current customers as well, it generally only focuses on communication-related matters rather than influencing customers before they even buy something.
One of the most common questions you get as an online business owner is whether or not it’s better to have an omnichannel or multichannel strategy.
Here we break down the key differences so that you can decide which approach is best for your business and ethos.
What does Multichannel mean?
A multi-channel marketing strategy involves the use of multiple channels to increase a business’ marketing reach.
For example, social media or search engines are often included as part of a company’s online presence, while print media and billboards are employed to be seen by more traditional audiences.
While these channels can be separate from one another, they should all contribute towards reaching a larger audience and delivering the business’s message in new ways that not only drive traffic to their website but convert site visitors into long-lasting customers.
What does Omnichannel mean?
Omnichannel is a term commonly used in retail that refers to the integration of multiple web channels with authentic brand messaging.
It differs from multichannel according to the fact that omnichannel is more than just integrating different channels– it also creates an enhanced customer experience by minimising barriers and inconveniences felt by customers who may use multiple devices at once or switch between them for browsing, communication, or purchasing.
Let’s say a salesman begins speaking to a customer via email and he realises, based on the content of their communication, that the client might be interested in something more detailed or extensive, and so he decides to call them instead.
Once he calls, it becomes clear that the customer may have trouble hearing his voice.
He asks if they can switch over to video chat and within that channel, they continue communicating while not having to repeat what had already been explained earlier.
Key Differences between Omni Channel and Multi channel
We consider that there are three main differences to consider when looking at omnichannel marketing vs. multichannel marketing.
These specific differences relate specifically to the aims and purposes of performing various techniques in promoting our companies’ business.
1.Customer engagement vs customer experience:
One of the most important differences between multichannel and omnichannel is that a multichannel approach is focused on engaging customers, whereas an omnichannel approach is committed to improving customer experience.
A multichannel approach takes advantage of this channel of technology for convenience and ensures clients are engaged, an omnichannel approach goes the extra mile to enhance the customer experience.
Social media is a great example to illustrate the difference as the multichannel approach is geared toward increasing your company’s number of followers, comments, likes, and shares across multiple social media platforms as these metrics measure how many people are engaging with your brand or product.
On the other side, a cross-channel strategy will focus less on numbers and more on enhancing customers’ product experience.
For example, when they click on a Facebook advertisement, they are taken to your website’s product page which can be associated with the ad so that you’re able to retain visitor interest in your products.
Essentially, this means bettering your conversion rate.
2.Channel-centric vs customer-centric:
Multichannel refers to a wide variety of different channels in which customers can interact.
Omni channel allows for the interaction between customers and your brand across these channels to be seamless.
There are many different methods one can use to promote a brand.
Multi channel marketing aims to introduce the high levels of interaction customers have come to expect from different channels like social media.
The aim of omnichannel is to give a seamless experience as customers go from one channel to another.
3.Quantity vs quality:
Multichannel provides a more seamless way of doing business by expanding into more channels.
The more channels offered, the better it is because it increases reach and makes it easier for customers to choose how to engage with a business.
However, there is no effort made to link up different channels, so customers have to start from scratch when
they switch from one channel to another, which can hinder the quality focus too much on what is being said but not enough on how it’s being said.
Omnichannel is about the quality of support offered by your business through the channels it provides to the customers – be it the website, phone number, or storefront- so that a customer can choose whichever channel available to them and know that they will receive uniform quality service.
What’s the best approach?
Customer experience is crucial to any business or organisation, so be sure your customer experience is a focal point.
Although it can be challenging, an omnichannel approach will offer you more benefits than a standard multichannel approach.
A business should never stop looking for new opportunities to engage, expand, and improve its contact with customers.
After all, consumers must have multiple options when it comes to how they interact with your company.
If a customer is only able to get in contact through one waythat’s a lot of pressure each time you want to contact them!
As the saying goes, ‘you can catch more flies with honey than vinegar’ so if you want customers to stay put, then give them several methods of communication from which to choose.
An omnichannel approach considers more than one point of contact with potential customers, but instead of acting as separate efforts, it allows businesses to combine the efforts into one program.
Instead of treating the different marketing channels as stand-alone tactics, this approach enables companies to focus on each aspect in terms of its relationship with the overall marketing goals and campaign.
This is why it’s vital to make sure your company has various communication channels at its disposal to get information out about new products or services, share news tidbits and updates, and market the product to current customers who may not be aware that their favourite brand has since released the “next big thing” and even to communicate with former customers who have already graduated from the service or bought a competing product.
