It is no secret that the purchasing path is impossible to predict. Omnichannel retailers need to develop strategies to attract customers, wherever they are, providing impeccable user experience at every stage of interaction.
While the customer journey consists of zigzag movements between multiple devices and channels, from desktops to smartphones and tablets, from websites to mobile applications and offline sales points, marketers need an accurate understanding of the difference between omni channel vs multi channel marketing.
Multichannel vs omnichannel marketing: key differences
Difference between omnichannel and multichannel marketing is remarkable. Multi-channel marketing focuses on consistent, personalized user experience across all channels and devices. The main principle of community marketing is the focus on the user, not the interaction channel. Its main goal is to make the user experience as simple and pleasant as possible, which means constant involvement regardless of the user’s location or the channel of interaction with him.
Multi-channel marketing involves several different channels, such as social networks, mobile devices, email, and geolocation. Each channel is considered separately from the others, work with it is completely separate and each has its own strategy and goals. The lack of interaction and integration between the channels often negatively affects the user experience, depersonalizing it. As a result, the buyer creates an incorrect, confused impression about the retailer’s products and the brand as a whole.
What makes omnichannel marketing better than multi-channel?
The omnichannel strategy provides a flawless user experience for shoppers. You will see, for example, a purse that you viewed from your work computer, in your Instagram feed, and in the email newsletter with a notification of a discount on it in a week. The store dialogue with you is consistent and personalized regardless of your device and interaction channel, based on your online purchasing behavior.