- Günther Klee
- 27.07.2023
- Digitalisierung
Table of contents
- In a Nutshell - What's what?
- Example: Multichannel-Marketing
- Example: Omnichannel-Marketing
- Multichannel vs. Omnichannel: What are the differences?
- Excursus: What is cross-channel marketing?
- Advantages of a multichannel marketing strategy
- Advantages of an omnichannel marketing strategy
- Which strategy is right for my company?
- Putting the strategy into practice!
In a Nutshell - What's what?
Both approaches use multiple channels in parallel, such as physical stores, social media, email or websites. An omnichannel approach is always a multichannel approach too – but not the other way around! The key point is integration: omnichannel means that all channels are linked and a consistent customer experience is offered, while the multichannel approach stands for parallel, separate channels. Omnichannel marketing is therefore a further development of the multichannel approach.
Would you like to develop an omnichannel or multichannel strategy for your company? Arrange a consultation:
Example: Multichannel-Marketing
The sportswear manufacturer Adidas sells its products through various types of retailers. However, the company also has its own flagship stores (Adidas Concept-Stores) and products can be purchased directly from the manufacturer via its own online shop. Other (external) online retailers represent further marketing and sales channels. If we look at the communication strategy, however, Adidas uses a whole range of channels that are operated in parallel, ranging from classic print and TV advertising to social media content.
Example: Omnichannel-Marketing
Thalia customers can purchase eBooks not only in the online shop, but also in any bookshop. With an online reservation tool, the company delivers the orders to the customer's preferred bookshop within 120 minutes. To transfer the bookshop assistants' advisory skills to the digital world, Thalia has also developed the so-called favorite bookshop assistant functionin an app. This allows customers to select the bookshop assistants they want to follow. As soon as they publish reviews or book recommendations, their followers are automatically informed via push message. The technical basis for the omnichannel strategy at Thalia is a customer data platform (CDP). It bundles all data from different systems under one roof, thus contributing to a significantly higher effectiveness and efficiency of marketing activities
Multichannel vs. omnichannel: What are the differences
In multichannel marketing, a company uses several different marketing channels to reach its target audience. Each channel works independently and there is often no seamless integration between the channels. Omnichannel marketing is a strategy in which all marketing channels are seamlessly connected. Customers can switch between channels, with each interaction being considered part of a continuous customer experience.
In multichannel marketing, customers have to switch between channels without there being a consciously designed connection between the individual channels. The individual experiences that the customer or prospect has with the company can therefore be inconsistent. Omnichannel marketing, on the other hand, makes it easy to switch between channels. This approach involves integrated data analysis to track customer behavior across all channels. The result is a deeper understanding of customer buying behavior and needs.
The main goal of omnichannel marketing is to create a seamless and personalized experience: interactions with the company should reflect customer preferences as closely as possible. The approach should be seen as the concrete implementation of a customer-centric corporate strategy (CIM) angesehen werden.
Excursus: What is cross-channel marketing?
Cross-channel is an intermediate step between multichannel and omnichannel marketing, in which the distribution channels are linked, but not all communication. The customer approach continues to be separated by channel. A complete integration of all channels has not (yet) been implemented here.
Advantages of a multichannel marketing strategy
Multichannel marketing allows for greater flexibility in the selection of channels, as no direct attention is paid to the integration of the channels. If a company's target groups are very heterogeneous (e.g., spread across different age groups and preferences), this flexibility can prove useful.
Multichannel marketing requires less integration effort between channels. It can be easier to create separate marketing campaigns for each channel without having to consider complex data linking or system integration
Since the complexity is reduced compared to the omnichannel approach, it can usually be implemented faster. A company can respond more quickly to market changes or current events by using different channels to spread their message.
Multichannel marketing is usually the more cost-effective approach. It does not require the same investment in additional technologies and systems that are required for a seamless omnichannel experience.
Advantages of an omnichannel marketing strategy
One of the biggest advantages of omnichannel marketing is the ability to provide a seamless and consistent customer experience across all channels. Customers can switch between different channels, and their interactions are considered part of a single customer experience.
By linking data and interactions across different channels, the company can develop a comprehensive understanding of customers' needs, preferences, and behavior. This enables the targeted delivery of relevant, personalized messages and offers. This increases the likelihood that customers will convert mere interactions into purchases.
The consistent and personalized experience at the touchpoints enables customers to build a stronger connection with the brand. Together with the simplified interaction with the company, this leads to improved customer retention and loyalty. Since the omnichannel approach has not yet been implemented by all companies, it offers the potential to stand out from the competition and represents a competitive advantage.
Omnichannel marketing enables a holistic view of customer behavior. By combining data from different channels, companies can conduct effective and efficient data analysis and continuously optimize their marketing strategy.
Which marketing strategy is right for my company?
There can be good arguments for multichannel, omnichannel and cross-channel strategies. Which approach is most promising for your company cannot be said in general.
Arrange a consultation to discuss the specifics of your business:
This is how you put your strategy into practice!
Once you have determined the strategic direction, it is time to implement it. Selecting and implementing the right tools and systems is a challenge.
We will demonstrate the latest technologies and check their suitability for your company: