Omnichannel marketing and multi-channel marketing are two strategic terms which are constantly mixed up, and for good reason. The line between omnichannel and multi-channel approaches is razor thin.
However, which side your marketing strategy lands on can make a significant impact on your results and bottom line.
Omnichannel vs Multichannel Marketing
Omnichannel marketing understands the movement of customers as they experience your brand across channels to the end purchase or resolution. This marketing strategy understands that each channel should be consistent and complementary.
Multichannel marketing is an operational view, aiming to enable transactions through each channel.
Channels are any contact point between brand and consumer – be it through your website, billboards, social media, radio advertisements, online or physical store.
The Impact of Web Marketing
With the growth of social media culture, current marketing trends are shifting away from mass-targeted, push-based communication techniques to something softer.
Personalisation and personal communication with customers is now prevalent across almost all industries. Yet with more communication channels than ever, making your brand shine across each is increasingly tricky.
The benefit of having more digital channels through multiple devices is the more accurate return on investment (ROI) from your marketing spend.
ROI from more traditional print and television media has been on the decline, alongside the slightly more modern email web marketing. However, this does not necessarily mean these channels are no longer relevant.
The opportunities available, facilitated by the internet and mobile technology, have simply changed the game.
Optimising Your Marketing Strategy
Using an omnichannel approach to marketing means you construct a seamless customer experience across channels and devices. This means your audiences will extract the same ideals for your brand from your billboards as they would from your mobile website.
Essentially, the difference between multi-channel and omnichannel marketing is the depth of branding integration. While engagements spanning social media, websites, apps, catalogue, online and physical stores should suit their context, they each contribute to your overall brand.
Creating an omnichannel marketing strategy takes time, effort and critical thought to better serve your customer experience. Often, it’s best to experience your website, store and purchase process firsthand.
The team at Nicoh are experts at crafting optimised omnichannel marketing strategies for businesses from a range of industries.
We begin to build our comprehensive understanding of your customer experience through conducting internal and external evaluations of your marketing channels. From there, our team can develop a custom and effective marketing strategy for your business needs.
Whether you need help with your web marketing or billboard blasts, we can help get your channels tracking. Contact us today and organise a FREE 30-minute strategy meeting, totally obligation free.