Omnichannel vs Multichannel Marketing
29 Oct 2019
With the role of technology growing more important each day, eCommerce has become a fundamental marketing pillar. Usually, businesses start to swear by when it comes to reaching and engaging with customers and increasing their brand awareness. With this evolving journey of businesses, a new wave of terminologies has come to life. It is an ultimate strategy that companies and organizations should have.
Sure they sound pretty similar at the first read, but each one of them drives businesses through different pathways with different goals. And customers built their relationships and their brand image.
So how should you decide: Omnichannel or Multichannel?
The discussions between Multichannel vs Omnichannel marketing can be blurry. But they both tend to use various channels to reach their customers, whether it is through brick-and-mortar stores, websites, social media, etc…
Two words define the actual core of each strategy and that is Availability V.S Integration.
Omni-channel focuses on integrating customer’s shopping experience, maintaining consistency throughout all of its customer touchpoints. So whether the customer shops through an offline store, a mobile device or a computer, the experience, and the message will be seamless.
In other words, imagine the Omnichannel as a Ferris wheel in an amusement park. By creating an interconnected loop of platforms, customers will end up moving in infinite circles, listening to the same background music being repeated and getting the same experience wherever they make a stop. Omnichannel’s holistic approach gives easy access for businesses to find out the platforms which are getting the most attention from customers. Besides, creates a consistent brand image that would later translate to stronger market positioning and higher customer retention. In return, customers will have a smooth and effortless shopping experience. So if you think about it, it’s a win-win situation.
The Multichannel strategy goes by the motto “the more the merrier”. Its main focus lies on including as many platforms as possible. It gives an opportunity to penetrate its way through different channels and markets to maximize its customer reach and engagement, basically making themselves more available to consumers.
A multi-channel approach prefers diversity over integration. Imagine having different ice-cream flavors to choose from, with each flavor giving you a new and unique experience. Likewise, within this strategy, superior performance is achieved through the various platforms provided for customers. However, no connection exists between these channels.
So in the end, whichever strategy you choose, the various platforms will exist. The rest goes down on your goal and the kind of relationship you want to build with your customers, that is it refers to your customer service quality.
The omnichannel management system allows you to manage and get data from multiple channels. Due to it, you should never worry about losing a single data. Nowadays Omnichannel retailing is preferred for many business owners.
In our platform-in eSwap, you will get an opportunity to connect and manage different channels just from one dashboard. It will be too simple due to its multiple integrations with eCommerce platforms like Amazon, Shopify, Magento, WooCommerce, USPS, FedEx, Xero and QuickBooks accounting and more.
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