Patrick Whelan

You may have heard a new term circulating around the marketingverse, “omnichannel,” and wondered how it differs from a more familiar term, “multichannel.” What is the difference between the two and why does it matter?

Multichannel is just that — multiple channels used in the same marketing campaign. Commonly, companies will try to “break through” the marketing clutter by using different delivery channels, such as direct mail, email, and mobile marketing, to reach their target audience.

However, just because marketers are using multiple channels doesn’t mean that those channels are working together. If channels don’t contain the same brand elements and aren’t communicating the same message, they are like members of a sports team going in different directions. They are playing the same game, but nobody is playing it together.  When that happens, the chances of winning the same are slim.

That’s where omnichannel comes in. It’s multichannel marketing in which the channels are integrated. Whether it’s a postcard or display ad online, an email or an in-store banner, people see the same colors, the same brand images, and the same messaging. This not only reinforces your marketing message, but it builds a common brand experience that builds your brand recognition, too.

Regardless of where your audience finds you, you want them to have the same brand experience.  When all of the members of the marketing team are working together, your odds of winning the “game” are much better. Combine your channels as part of an integrated, strategic approach (omnichannel) and your response and conversion rates go up—way up.

When creating an omnichannel campaign, don’t forget to include your in-store displays and promotions. They are part of your channel mix, too.

Want to learn more about omnichannel marketing? Set up a call with one of our business development experts. Let’s make your channels work together!

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