{"id":48163,"date":"2020-07-03T22:22:20","date_gmt":"2020-07-04T02:22:20","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=48163"},"modified":"2020-07-06T17:03:39","modified_gmt":"2020-07-06T21:03:39","slug":"omnichannel-marketing-vs-multichannel-marketing","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/omnichannel-marketing-vs-multichannel-marketing\/","title":{"rendered":"Omnichannel Marketing vs. Multichannel Marketing: Who’s Winning the Game?"},"content":{"rendered":"

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Omnichannel marketing today is more than just a buzzword. Brands across the spectrum are leveraging wide-ranging benefits from this holistic marketing strategy.\u00a0<\/span><\/p>\n

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A study by<\/span> Emarsys<\/span><\/a> claims that <\/span>“Companies who have deployed a well-defined omnichannel <\/span><\/i>customer experience strategy<\/span><\/i><\/a> have achieved up to 91 percent higher year-on-year increase in <\/span><\/i>customer retention<\/span><\/i><\/a>, in comparison to organizations who don\u2019t incorporate an omnichannel strategy.”<\/span><\/i><\/p>\n

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Clearly, omnichannel strategy is a winning combination – capable of endearing customers and boosting a company’s bottom line. But what does an omnichannel experience truly entail?<\/span><\/p>\n

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Omnichannel marketing is a ‘multichannel’ sales strategy whose end-goal is to offer customers seamless shopping experience across online and offline platforms such as desktop, mobile apps, websites, in-store, among others.<\/span><\/p>\n

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Oftentimes, the terms ‘omnichannel’ and ‘multichannel’ are used interchangeably, and wrongly so. Fundamentally, they’re very different from each other (as you’ll see below). Here are the key differences between these two marketing routes:<\/span><\/p>\n

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Omnichannel Marketing Vs. Multichannel Marketing: A Comparison<\/b><\/h2>\n
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\u00a0<\/span><\/td>\nOmnichannel Marketing<\/strong><\/td>\nMultichannel Marketing<\/strong><\/td>\n<\/tr>\n
Customer-Centricity<\/b><\/td>\nFocuses on the needs and preferences of the customer, where they can access personalized information in a seamless, unified multi-channel experience.<\/span><\/td>\nFocuses on the different products\/services the company is offering or on the brand’s core message. Customers access information from varying channels (print ad, retail location, website, promotional event, etc.) that don’t necessarily work in unison. Each channel runs separately to interact with potential customers.<\/span><\/td>\n<\/tr>\n
Consistency<\/b><\/td>\nThere’s great consistency between the channels as all of them are inter-connected. In short, the messages that the customers see automatically get updated – regardless of the channel the customer is using to connect with the brand.<\/span><\/td>\nThe channels lack consistency in terms of branding, aesthetics, and operations, as every channel works in a silo.<\/span><\/td>\n<\/tr>\n
Personalization<\/b><\/td>\nPersonalization is key as the end-goal is to offer a hyper-customized customer experience by gathering as much insight, data, and knowledge about the user.<\/span><\/td>\nPersonalization is not an integral element; company strategy is, as the end-goal is to simply communicate the company-centric message\/idea to the users and ensure that they complete a call-to-action.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n
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Essential Features of an Omnichannel Marketing Strategy<\/b><\/h2>\n
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1. Audience Segmentation\u00a0<\/b><\/h2>\n

Audience segmentation is to omnichannel marketing what compartments are to your closet – absolutely essential. If you don’t spend time understanding and segmenting your audience accurately, you run the risk of targeting them blindly. Plus, by truly understanding what your target audience looks like, you can think of ways to bring real value to the table, or, in this case, the channels.\u00a0<\/span><\/p>\n

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Here are different ways to collect data and gauge your audience’ likes, preferences, habits, etc. in a value-driven manner:<\/span><\/p>\n

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