Multichannel vs Omnichannel Marketing
In the field of e-commerce one of the most important concepts to master is product marketing. Without consistent customers purchasing your products and services, your business won’t survive in the present competitive and globalized world. Nowadays, “product marketing” is rather wide term which refers to various concepts, approaches and strategies.
What is Multichannel Marketing?
In a nutshell, Multichannel Marketing is an effective way how to increase store and product reach in search engines, deliver cost-effectively brand awareness, drive higher average order value and acquire new customers.
The latest concept of modern product marketing on the Internet is Multichannel Marketing. The goal of successful Multichannel Marketing is product availability and traceability in the appropriate product search and price comparison websites (such as Beslist.nl), affiliate networks (such as Daysicon.com), marketplaces (such as Bol.com or Amazon.com), social channels (such as Facebook or Instagram) or direct advertisement platforms (such as Google Ads). Recently, chat bots have become the latest tools for Multichannel Marketing.
Back in the times when the term Multichannel Marketing did not exist yet the first approach to product advertising on multiple channels was the concept of Feed Marketing. The term itself refers to the technical details of the strategy — the use of structured product data files called feeds (XML, CSV), serving the purpose of transferring product data in the direction from the online store to the selling channels. In this period of online marketing, the selling channels were predominantly ‘simple’ product and price comparison websites.
Although the technical concept of integration of e-stores with selling channels through the means of feed files is becoming obsolete with the onset of more advanced techniques such as API, the original idea of Feed Marketing strategy is still pretty much alive as a part of wider Multichannel Marketing strategy.
What is Omnichannel Marketing?
Omnichannel Marketing is about coordinating the deployment of Selling Channels so as to put the customer at the center of the engagement, with a continuous focus on delivering the right experience at the right time and to every individual customer.
Omnichannel Marketing is all about providing a seamless shopping experience to the customer, regardless of selling channel or device. Consumers can engage with a company in a physical store, on an online website or mobile app, through a catalog, or through social media. They can access products and services by calling a company on the phone, by using an app on their mobile smartphone, or with a tablet, a laptop, or a desktop computer. Each piece of the consumer’s experience should be consistent and complementary.
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