In Trends

Multi vs. omnichannel marketing: What’s the difference?

Emarsys Multi vs Omnichannel marketing - Retail in Asia

As brands fight to stand out among increased retail competition and savvy-technology adopters, the channels through which companies communicate to their customers have never been so vital, or complex.

A report released by Emarsys, a leading global provider of marketing automation software, highlighted two terms that are becoming very important in today’s retail digital age: multi-channel marketing and omnichannel marketing.

But there is still confusion as to what each term actually means and how this affects marketing strategy, according to Lisa Manthei, marketing communications manager at Emarsys.

“Multi-channel marketing refers to the ability to interact with potential customers on various platforms,” writes Manthei in the report.

Channels include print advertising, a flagship store or online platform, as well as events, packaging or simply word-of-mouth.

“Omnichannel refers to the multi-channel sales approach that provides the customer with an integrated shopping experience,” compares Manthei, in the report.

An example is a customer’s ability to buy online via anything that has an Internet connection (PC, mobile device or smartphone), as well as in a traditional physical store. Basically, however they decide.

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And it’s omnichannel marketing that is setting certain retailers apart from the rest.

Here are four reasons to ramp up omnichannel marketing:

1. Omnichannel marketing seeks to connect every channel to engage with customers holistically and building stronger relationships between consumers and the brand.

2. Omnichannel marketing promotes consistency. It ensures customers receive the same experience and message across every channel, to increase familiarity and connection with the brand.

3. Omnichannel marketing is effortless for the shoppers. It seeks to foster an effortless buying experience for each and every customer’s journey with a brand.

4. Omnichannel marketing increases optimisation.

“That sense of marketing more efficiently and optimising the use of each channel caters to the heart of what omnichannel marketing stands for, which is an individualised and consistent customer experience across all channels,” pens Manthei.

And it’s the future.

“Marketers must make the shift to focus on omnichannel efforts in order to increase customer retention and in turn, revenue.”

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