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Multichannel VS Omni-Channel Marketing. What is the best choice for your business?

Updated: Aug 4, 2021

Now that we have covered everything there is to know about multichannel marketing, it is time to discuss omnichannel strategies. We will unveil the differences between the two and help you decide which one suits your business best.

Let's start with defining what a "channel" is. A channel refers to the medium your company uses to communicate with its target audience. The medium could be a website, a billboard, a social media platform, direct mail or in-store promotion.

According to a study on 46,000 shoppers, 73% of consumers use multiple channels while making a purchase. Similarly, Business2Community explains that 71% of brick-and-mortar shoppers use their smartphones to find additional information about a product, such as pricing, while also shopping in a physical store.

About Multichannel Marketing

Multichannel marketing uses a combination of direct and indirect communication channels to increase the interaction with potential customers. It means implementing marketing strategies across multiple platforms, such as websites, retail stores, email, mobile etc. Multichannel focuses on customer engagement, while omnichannel strategies are more interested in customer experience.

Multichannel strategies aim to spread your brand's message across all available channels, to reach as many people as possible. All channels must be relevant for your business and for your customers to maximize reach and engagement. The channels most frequently used for this approach are social media and email.

The main idea is to spread your net as wide as possible to maximizes the number of people who interact with your brand. For example, on a social media channel, your main focus will be to increase the number of likes, comments and shares or grow the following. All in all, multichannel is about giving customers more choice when looking for ways to contact you.

About Omnichannel Marketing

With omnichannel rather than focusing on the number of channels used, the attention shifts more towards the customer. Omnichannel marketing refers to the integration of various channels to interact with customers and create a consistent brand experience. This includes both physical and digital channels. Omnichannel focuses on improving the customer experience by delivering personalized messages on every channel used.

Omnichannel marketing is the integration of branding, messaging, online and offline touchpoints to create a seamless customer experience. It takes a consumer-centric view, where all channels relate to one another. This ensures that when customers switch across platforms they receive the same brand experience. If we think of retail, the omnichannel approach wants to make the shopping experience as easy as possible for all customers. The goal is to remove the friction from moving across touchpoints, making it easier for customers to complete their buying journey.

Even though businesses might not see its importance, consistency plays an important role in the success of any marketing strategy, whether it is omnichannel or multichannel. An SDL study shows that 60% of millennial consumers expect a consistent experience across channels. The lack of unity could create the impression that your business is unorganized. Keeping your channels integrated and unified lets people see that your company pays close attention to the messages they put out.

Marketing strategies for multichannel and omnichannel marketing

Before deciding which strategy works best, you need to know which channels your target customers typically use. If your target audience consists of teenagers and young adults, it is most likely to find them on platforms like Instagram, TikTok or Snapchat. It wouldn't make much sense to focus on direct mail or radio advertisements to grab their attention. Similarly, businesses should consider which channels the audience expects you to be present on. There must be synergy between the two. Another important step is to optimize your presence on each channel by personalizing your messages based on the interests of your target.

When it comes to omnichannel marketing, you also need to focus on how to use these channels to enhance customer experience. Effective omnichannel strategies focus on more than simply being present on multiple channels- it is about adding value to the customer experience via each of these channels.

Another important tenet in omnichannel strategies lies in your marketing teams. With multichannel marketing, each channel is assigned a separate marketing team. However, with omnichannel, all teams work together on all channels. Marketing teams must communicate openly and effectively to provide a consistent experience for all customers.

If you want to learn more about the differences between multichannel and omnichannel marketing, check out our latest video.

About Us

MultiChanneLeads is a boutique strategic marketing consulting agency with international experience and a strong professional network. We offer a bespoke service to every one of our clients. From marketing and strategic planning development to defining strategic guidelines, or simply to enhance an already existing approach acting as an extension to your marketing team.

Reach out to your customers wherever they are - online or on-ground. Get in touch with us today at

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