Omnichannel vs. multichannel marketing

• Omnichannel and multichannel may seem similar concepts, but companies must understand and differentiate between them to choose the best option for their business

Concepts

Even though that him marketing omnichannel and multichannel are techniques that share similar characteristics and that both are based on a business developing its marketing on multiple channels at the same time, they are not the same.

A multi-channel strategy:

• It focuses on the product. 
• Your goal is to develop your sales presence across multiple channels.
• Each channel acts individually and independently of the rest.

For its part, in an omnichannel strategy:

• The customer is the center of attention. 
• It seeks to offer an integrated experience to the consumer.
• It generates easy and fast access to information through different channels.

Main difference between omnichannel and multichannel

Given the above features, its main disparity lies in the integration.

While the multichannel approach adapts to each channel and the information is different depending on whether it is social networks, television or email, the omnichannel approach seeks to consolidate a long-term relationship with the client through the interconnected use of its platforms.

Which to choose?

Choosing between one option or another will depend on the objectives that we have determined, along with the way in which we want to relate to our clients or our audience. 

multichannel 

In multichannel strategies, the information is different depending on the channel visited. Which means the following advantages:

• Personalization of the messages and, therefore, an added value for the client.
• Greater movement of information, to and from the client, allowing us to obtain very useful data to increase sales.
• More trust by the traditional consumer. 
• New sales opportunities.

Although it also implies some impediments, such as the fact that different prices may appear in each sales channel, it makes it difficult to create offers and promotions and increases competition.

Omnichannel

An omnichannel strategy not only wants to sell, but also seeks to build customer loyalty and ensure that they are satisfied. For this, it is necessary to offer a consistent experience, establishing continuity between the standard and mobile websites, so that if customers change channels, their data is saved and they do not have to start the purchase process again.

It is also advisable to offer the same promotions or discounts on all channels (web, social networks, physical establishments...). In addition, it is very enriching to integrate the business on-line and offline.

Thus, its advantages are:

• Updating channels is easier and faster.
• A wealth of customer and company information is made available and can be analyzed into valuable knowledge.
•  Strategies can be combined marketing online and offline.
• It allows to know better the profile of the client.
• The transition from one device to another is guaranteed, which increases the possibility of conversion.

But it also entails certain drawbacks, such as the requirement of technological knowledge.