Omnichannel and Multichannel Marketing: Major Differences

SAGAR SRIVASTAV | June 24, 2021 | 96 views

Omnichannel and Multichannel Marketing
There are different methods to advertise your products or services. Those methods allow a business to be heightened, provided that those valuable advertising methods are executed appropriately and tactically. Amongst them, these two kinds of advertising are considered profitable and impactful; multichannel and omnichannel marketing.
Different businesses like; e-commerce, advertising agency, hospitality, pharmacy, etc., utilize different marketing methods according to their requirements. Some of them use multichannel marketing, and others focus on omnichannel marketing. In many aspects, these two marketing methods have various similarities. But, few key differences make them unique.

Multichannel Marketing

Multichannel marketing is the process of utilizing direct and indirect communication channels to sell your products or services or engage with your customer. Here channel means social media, emails, display advertising, a website, a retail location, a promotional event, etc.
Multichannel marketing primarily focuses on a unique strategy for each channel.

Omni-channel Marketing

Omni-channel marketing is also the form for advertising where both channels, online and offline, come to sell products or services. Here channel refers to various social media, website, blogging, a website, email, etc.
An Omni-channel marketing objective is to provide integrated experiences. 

Key Differences Between Multichannel And Omni-channel Marketing

Multichannel marketing- 
  • Multichannel marketing utilizes multiple channels, but each channel has its objective. In other words, you can each channel works independently.
  • All communication channels work autonomously with no communication between any channels.
  • It provides organization-centric messaging
  • Conveys different messaging on different channels
  • Restricted accessibility of data flow (one channel now and again)
  • Lack of clarity amongst channels
  • Multichannel marketing enhance the reach

Omni-channel marketing-
  • Omni-channels marketing also works on different channels, but those channels are behaviorally connected means it provides an integrated experience.
  • All communication channels work collaboratively and in the sink.
  • Omni-channel marketing delivers client-centric messaging.
  • It delivers consistent and uniform messaging on all channels
  • Simply reachable for all channels (Data flow)
  • Comprehensive transparency among all channels
  • Omni-channel marketing helps to expand personalized communication with clients


Statistics About Multichannel Marketing Benefits
  • 95% of marketers say that they know how important multichannel is for targeting.
  • 72% of consumers say they would rather connect with brands and businesses through multichannel.
  • 91% of retail brands use two or more social media channels.
  • 50% of marketers using multichannel marketing strategies were usually able to hit the financial target.
  • Every internet user has 5.54 social media accounts on average.
  • Consistent interactions across channels are preferred by 90% of customers.
  • Digital video is used by 91% of companies that have estimated revenue of over $500 million.
  • At least eight marketing channels are used by 51% of companies today.
  • Multichannel B2B campaigns see an average increase of 24% in ROI.
  • Those with a strong multichannel approach in their marketing see a 9.5% increase in annual revenue.

Statistics About Omnichannel Marketing Benefits
  • Companies with omnichannel customer engagement strategies retain on average 89% of their customers.
  • 87% of customers think brands need to put more effort into providing a seamless experience.
  • According to a survey conducted by Aspect Software, businesses that adopt omnichannel marketing strategies achieve 91% greater year-over-year customer retention rates than businesses that don’t.
  • Forty-eight percent of customers tend to share their information for a more personalized experience.
  • Customers who have an omnichannel experience spend 13 percent more online than those who only use one channel.
  • Sixty percent of millennials expect a consistent brand experience whether they interact online, in-store, or via phone.
  • 9 out of 10 consumers want an omnichannel experience with seamless service between communication methods. (UC Today)
  • 85% of digital consumers start the purchasing workflow on one device yet finish it on another.

The Challenges That Are Mostly Face With Multichannel Marketing

Different kind of advertising needs a different type of approach. Multichannel marketing is a time-consuming phenomenon. There are some challenges here with multichannel marketing that most marketers experienced.
  • Handling one channel is not very expensive, but multiple channels require a smart amount of investment. Multichannel marketing is an expensive and time-consuming phenomenon. It does not mean you will always succeed by instigating a multichannel marketing strategy. Most marketers face such kind of problem. They find it challenging to decide the appropriate channel approach and cannot conclude to opt-in terms of budget allocation.
  • When it comes to managing one channel, it’s not that difficult, but when you start focusing on multichannel, you will have to take care of each channel in every direction. In other words, you say each channel has its property, and to handle it, there is a specific way. Each channel performs differently; Instagram is not for article writing, and LinkedIn is not made for personal socialization. So it becomes hard for the marketers to pay equal attention to each channel.
  • In multichannel marketing, data is the most valuable asset that you have to store and utilize effectively so that you can experience profitability. Still, more than 62% of marketers have no automation tools. In addition, 37 percent of marketers found it challenging to leverage customer data.

The Challenges Most of the Marketers Face With Omnichannel Marketing

Whether it is multichannel marketing or omnichannel marketing, or some other form of marketing, each advertising has its loopholes. Let’s have a look at the challenges with omnichannel marketing. 
  • Getting connected with customers or potential clients via similar one-size-fits-all messages across each channel simultaneously is not problematic. Probably the most fundamental tech stacks can hold this. But, it doesn’t give that much response in terms of customer satisfaction. So, how can you make those communications impactful?
  • Lack of technical skills and resources is one of the biggest challenges in omnichannel marketing. Most marketers don’t have the appropriate tool to manage omnichannel marketing; even skilled people are rare to find.
  • In omnichannel marketing, millions of data have been shared in video, text, infographic, gif form, etc. Those data are designed to influence the target audience or prospects. Still, it becomes difficult to maintain the quality of the content on multiple channels.

Final Thoughts

Both types of marketing are highly effective and result-oriented. Both follow various channels to reach their target audience and convince them towards their products or services. Overall the objective of both channels is similar apart from some differences. Both marketing are very impactful and help to intensify your business. Marketers are satisfied with both, but if you want to choose one, it isn't easy to find because it differs from business to business or requirement of approach. It is a life-long debate. But, one thing is for sure while implementing, you must comprehend its challenges in a very detailed manner.

Frequently Asked Questions


Q. Why omnichannel and multichannel marketing is essential nowadays?

Multichannel and omnichannel marketing strategies provide a unique experience to your customers and target audience and give profitability by enhancing your brand visibility.

Q. How has omnichannel marketing emerged?    

Omni-channel marketing is a very old marketing strategy, but in 2015 more than 45% of companies noticed that executing an omnichannel marketing strategy provides positive ROI. Since then, it has become a buzzword for marketers.

Q. What is the main difference between omnichannel and multichannel marketing?

In multichannel marketing all channel work separately however, in omnichannel they are interactively connected.

Q. What are the omnichannel examples?  

Here are some great omnichannel examples; Facebook, Twitter, Instagram, email, blogger, Instagram, etc.that have been growing exponentially

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