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What is omnichannel marketing?

Omnichannel marketing is a marketing and sales strategy that provides the customer with an integrated brand and shopping experience across multiple channels. The customer can be checking out a brand’s Instagram page, shopping on its store from a desktop computer, updating their shopping cart via mobile, or even dropping into a brick-and-mortar store.

The goal is to have the experience feel seamless with consistent and complementary elements appearing everywhere the customer interacts with the brand. The omnichannel marketing approach should create a holistic brand experience. The ultimate goal is to build a stronger relationship between the brand and potential consumers. 

Omnichannel marketing vs. multichannel marketing

Multichannel marketing simply refers to the ability to interact with customers through various channels. These can include billboards, magazine ads, web banners, websites, popup stores, packaging or even fellow customers. However, unlike omnichannel marketing, these elements are not necessarily connected with the intent to have customers effortlessly flow between them. 

The main goal of the multichannel approach is to get the brand’s message out to the maximum number of customers through as many channels as is convenient. Multichannel marketing is a “wide net” approach that doesn’t require the development of a larger, cohesive strategy.

Omnichannel marketing vs. multichannel marketing

Multichannel marketing simply refers to the ability to interact with customers through various channels. These can include billboards, magazine ads, web banners, websites, popup stores, packaging or even fellow customers. However, unlike omnichannel marketing, these elements are not necessarily connected with the intent to have customers effortlessly flow between them. 

The main goal of the multichannel approach is to get the brand’s message out to the maximum number of customers through as many channels as is convenient. Multichannel marketing is a “wide net” approach that doesn’t require the development of a larger, cohesive strategy.

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