So, what’s the difference?
Essentially the clue is in the name and Multichannel marketing is where companies use multiple channels to engage customers. However there is not necessarily a consistent message or a synchronised customer experience across the different platforms.
This is where OmniChannel comes in. In Omnichannel two or more channels are used but there is consistency of message and synchronicity across platforms so that customers receive the same message across each different device and channel.
Multichannel and Omnichannel then are not just about retail and marketing. They are about service companies and financial institutions optimising all their customer touchpoints from awareness, on-boarding through to customer care, loyalty and retention.
Retailers need to get to grips with the multi-channel shopping behaviour of today’s consumers. In this 24/7 world of omni- channel communication, consistent experience at every touch point for the mobile shopper is a headache for brands and retailers. Winning the ‘shopping planning’ stage of the Path to Purchase will be key to ‘Collabo-Shopping’.
Marketers have always seen the value in tying their channels, campaigns and data together. There are obvious benefits in brand building, producing multiple complimentary touches and media efficiency.
The digital era brings new complexity and opportunities, but the building blocks and essential skills have been around for decades. This report, based on a survey of over 1,000 marketers and agency pros, looks at the modern definition of marketing integration, its benefits, challenges and the tools of the trade.
A successful direct marketer will not view their direct mailing in isolation. Integrating it with other channels will boost success and make it easier to track results.
“Building true brand engagement is about creating dialogue.” It is tricky to do that through direct mail alone. But, according to the Direct Marketing Association in the UK, as many as 44 per cent of recipients visit a brand’s website after receiving something in the post from them, and a further 34 per cent searched for more information online.”