Omnichannel Marketing – Nuances of Advertising

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Omnichannel marketing gives companies advantages that carry over into sales, brand consistency and customer loyalty. Learn how omnichannel marketing is different from multichannel marketing and the importance it holds for customers.

What Is Omnichannel Marketing?

Omnichannel marketing is an advertising strategy that gives customers different ways to use a company’s services. Omnichannel marketing allows customers to connect using a variety of methods – through internet devices, over the telephone and at a physical location. It ensures customers have multiple access points to the company.

Here’s an example of omnichannel marketing in action: a customer is viewing the website of a hypothetical pet company on a laptop. They then access the pet company’s website on their mobile phone. If the website isn’t capable of providing the same level of quality experience for mobile that it did for the laptop, this is a big problem. With omnichannel marketing, companies ensure each access point runs as smoothly as the next.

A group of workers surrounded by multiple digital channels.
Omnichannel marketing lets users access a company using different sources.

Difference Between Omnichannel and Multichannel Marketing

The easiest way to differentiate between omnichannel and multichannel marketing is the approach. The idea behind omnichannel marketing is to create a seamless integrated experience for customers so that each point of access (website, store, telephone) provides the same level of integrity and functionality. Therefore omnichannel is a variety of options that are consistent with one another. If a customer wants to finish a transaction in a store that they started online, there will be no hang ups.

Multichannel also aims to provide customers with consistency but it does so in a different manner. Each multi channel approach has different functions whereas each approach does the same thing in omnichannel marketing. Different parts of multichannel marketing, though working towards a common target, have separate functions.

An animated representation of multichannel marketing.
There are plenty of important differences between omnichannel and multichannel marketing.

Impact on Customers

Omnichannel marketing is a necessity because of the amount of options available to customers. Most customers have access to numerous devices and store locations. They are likely to visit a company website on different devices as well. The transition from using a desktop to access the company page to using a mobile device to access it should be smooth. There should be no noticeable differences in functionality. That is the true aim of omnichannel marketing.

Omnichannel marketing focuses on allowing customers to purchase a service in different ways. It also keeps brand consistency within the company across all mediums, boosting customer loyalty and maintaining brand.

Businesses perform at the highest level when they provide customers with easy access to all its features. Take the approach of omnichannel marketing to achieve your goals.

Casey Schmidt – Content Manager and Industry Expert | Canto

Casey is a content management and branding expert who enjoys taking complex subjects and making them easy to understand for readers.