In previous articles, we touched on the topics of both Omnichannel and Multichannel marketing. But what are the differences between Omnichannel and Multichannel marketing? That is a question we plan to answer for you today. Knowing this might not change much in terms of a strategy for your moving company development. On the other hand, it might give you some new ideas to explore with your marketing team. Whichever the outcome, knowledge is always a valuable resource to have, and sharing is caring. So, let’s get down to learning, shall we?
First, a reminder in terms of defining these two marketing tactics
The fact of the matter is that the idea of these two marketing approaches is very similar. However, although it might be difficult to see the border between them, this does not mean it is not there. There are still differences between Omnichannel and Multichannel marketing. These are best examined by starting from their definitions:
- Multichannel Marketing. By definition, this is a method with which a company can communicate with leads through various platforms. So, in a way – this marketing for movers presents an opportunity to reach out and promote services with tools such as:
- Hard copy advertising materials
- Retail locations/franchises
- Well-optimized websites
- Promotional events
- Word-of-mouth/referrals
- Omnichannel Marketing. A diverse sales approach that offers clients an easier shopping experience. With the implementation of it, customers are able to book your services or buy products from you from the comfort of their desktop or mobile devices. They can also visit a brick-and-mortar store – the point is to offer them a positive experience.
So, first impressions? Both marketing tactics aim to secure a positive interaction with customers through various channels. Although the difference might seem minimal for, at first look, the fact is that either of these two strategies leads companies in separate directions.
4 essential differences between Omnichannel and Multichannel marketing
So, we’ve come up with what you might call four key difference between these two directions. We hope you find them useful:
1. Quality vs. Quantity
On the one hand, we have the omnichannel approach with customers. The main objective of this particular tactic is to ensure a top-quality user experience above all else. In translation, it means that the company will use every marketing channels at its disposal to ensure a positive and enticing relationship between the customer and the brand. This is the focus – to build a strong brand that the customers will recognize and value.
Whereas omnichannel focuses on the user experience and brand value, multichannel marketing differs in its goals customer-wise. This approach focuses on quantity over quality. What this means is that the objective is to engage as many leads as possible. The opinion here is that if you cast a wide enough net, you are sure to catch something. Although it focuses on multiple channels, same as omnichannel marketing, multichannel tends to give an advantage to social media engagement and email marketing.
What is the take here?
If you want to compare the differences between omnichannel and multichannel marketing here, a simple statistical act can tell you everything you need to know:
Companies that practice the use of omnichannel marketing can achieve up to 91% higher customer retention rates annually than those that choose not to practice it.
2. Consistency vs. Engagement
Consistency is the second among the four main differences between omnichannel and multichannel marketing. We already mentioned that the focus of multichannel marketers is to engage as many customers as possible. However, once they do engage them, the focus shifts to the next batch of customers.
The other side of the coin is omnichannel marketers, who put a high value on the aspect of being consistent. This means that not only do you have to engage customers, but you need to ensure that they have the same level of experience, no matter the channel they use. Same messaging – same experience. Only by doing this can you ensure a trusting relationship and recognition of your brand. And this means that all internal teams involved need to be on the same page.
3. Effort vs. Practicality
From everything we learned up to this point, we can conclude that the multichannel approach is like a beacon that you need to follow on your own. This means that you need to invest time and effort into coming to a conclusion that you should receive right from the start.
Omnichannel marketing, on the other hand, assumes the role of a guide towards the beacon. You have someone to take care of everything for you, leading you to a practical and effortless journey. The goal is to discover what causes effort for customers and to remove it from the process entirely. So, it all comes down to ensuring practicality for the customers.
4. Optimization
As always, the optimization of marketing efforts will always play a key role in your business strategy. People no longer prefer the artificial approach when it comes to marketing. Today, we want everything laid out in front of us, clear as day. Research has shown us that both customers and companies are looking for a more productive approach to the many marketing channels that exist.
And the best way to ensure that efficiency is through the practice of omnichannel marketing tactics. After all, omnichannel targets the individual experience, creating a connection between the client and the company.
What should you take from all this?
As very distinct and separate marketing strategies, the differences between omnichannel and multichannel marketing are obvious. And even though the focus of both lies in engaging consumers through multiple channels, they do so in different ways. The bottom line is that if you wish to ensure customer retention and long-term revenue rather than short-term success, you need to lean towards omnichannel marketing strategies.
