Step 4: *Omni-channel vs. multi-channel*
*Most organisations are already disseminating their campaigns across multiple channels, with many now broadening this to encompass omni-channel marketing too. Why? To create smooth, flawless prospect experiences and establish a strong, consistent brand presence in both their on- and offline channels. *
It’s important to reiterate and appreciate the differences between channels though.
What differentiates omni-channel from multi-channel marketing is that its ad messaging is informed by previous interactions. Transitions between channels should be interconnected and seamless as buyers move through different offline and online channels.
Omni-channel marketing is also customer-centric, putting the buyer’s journey at the centre of the strategy rather than concentrating purely on business needs. It builds upon cross-channel marketing, taking into account the massive ubiquity of contemporary media and the criticality of interactivity in driving up engagement.
The emphasis on creating memorable client experiences is therefore far greater in omni-channel marketing than in multi-channel. All communication strategies have to engage audiences in the right ways at the right times. This may even require foregoing the use of some messaging channels in order to more effectively encourage the healthiest, most cordial prospect relationships.
Channels in an omni-channel marketing strategy are linked and share data. This allows marketers to better understand prospects and help to build future strategies that address their needs and pain points better.”
