The possibilities that exist today when purchasing a product are multiple. This has given rise to new marketing strategies, such as omnichannel and multichannel. And, although they are concepts that may seem similar, companies must know them and differentiate them clearly in order to choose the best option for their businesses.
Although they are techniques that share similar characteristics and that both are based on the fact that a trade is developed in several channels at the same time, they are not the same.
First of all, a multichannel strategy focuses on the product. Its objective is to develop its sales presence in different channels, making sure that each product or information is adequate in all of them. But each channel acts individually and independently of the rest.
For its part, in an omnichannel strategy, the customer is the center of attention. With it, it seeks to offer an integrated experience to the consumer, generating easy and fast access to information through different channels.
Therefore, their main disparity lies in integration.
While the multichannel approach adapts to each channel and the information is different depending on whether it is on social networks, television or by email, the omnichannel approach seeks to consolidate a long-term relationship with the customer through the interconnected use of its platforms.
For example, let's say a customer intends to make a purchase and visits our online store, but leaves the page and leaves their cart halfway through. In the event that the marketing of our business is multichannel, you will receive a reminder on your next visit to the web or in your email, if you provided it. On the other hand, if the business has omnichannel marketing, when the customer leaves the online store, they will receive other messages in the other channels, such as an Instagram ad about the product or a Google banner.
As in most situations in marketing , choosing between the two will depend on the objectives established and the relationship that you want to establish with the audience. So, in principle, there is no one better than another.
However, to help us and clarify doubts, the advantages and disadvantages of the two techniques must be known.
On the one hand, as has already been mentioned, in multichannel strategies the information is different depending on the channel visited. Which means the following advantages:
- Personalization of the messages and, therefore, an added value for the client.
- Greater movement of information, to and from the client, allowing us to obtain very useful data to increase sales.
- More trust by the traditional consumer.
- New sales opportunities.
Although it also implies some impediments, such as the fact that different prices may appear in each sales channel, it makes it difficult to create offers and promotions and increases competition.
On the other hand, the important thing for companies that opt for an omnichannel strategy is not only to sell, but also to build customer loyalty and ensure that they are satisfied. And how can it be achieved? To do this, you need to offer a consistent experience. Continuity must be established between the standard and mobile websites, so that if customers change channels, their data is saved and they do not have to start the purchase process all over again.
It is also advisable to offer the same promotions or discounts on all channels (web, social networks, physical establishments...). In addition, it is very enriching to integrate online and offline business through systems such as Click & Collect , with which you can buy online and pick it up later in a physical store, which speeds up the purchase process. Finally, using similar interfaces in all communication channels helps to identify the brand.
Thus, its advantages are:
- Updating channels is easier and faster.
- A wealth of customer and company information is made available and can be analyzed into valuable knowledge.
- Online and offline marketing strategies can be combined.
- It allows to know better the profile of the client.
The transition from one device to another is guaranteed, which increases the possibility of conversion.
But, of course, it also carries certain drawbacks because adequate technological knowledge is required in this regard.
Regardless of the option a business decides on, managing their data well and having the best information will improve their chances of success.
In conclusion, whatever the marketing strategy, it is clear that we are in a digitalized context and that, therefore, the channels used must be synchronized and ensure a good experience for consumers.