Omni-channel vs Multi-channel Marketing

3 minute Read

Multi-channel marketing is the traditional approach used in customer advertising. It distributes marketing messages across a variety of channels ranging from print to online, indirect to direct that may or may not be synchronized. A company’s messaging can be powerful within each of the channels but if they do not work together and the potential customer cannot move between them seamlessly, the effectiveness of moving them into action is diminished. For decades this philosophy dominated the marketplace until today’s technology allowed businesses to impact the customer journey and move them more successfully into action.

Omni-channel capitalizes on today’s technology for businesses to place consistent messaging across all marketing platforms.  It builds a unified experience where the customer can interact easily and positively with the brand. Data drives this process to ensure that effective messaging is deployed to the right customer at the right time, ultimately increasing sales.

Getting started with Omni-channel marketing takes planning and begins with collecting and analyzing customer data, which is the engine that drives the process. This data can come from:

  • CRM, CDP, and email platforms
  • Website analytics
  • Paid search
  • SEO and keyword-tracking tools
  • Social media
  • Mobile app usage data (where applicable)
  • Sales teams (where applicable)
  • Customer feedback (research, surveys, and case studies)

The next steps include mapping the customer’s journey, drafting brand guidelines, creating consistent messaging and placing it strategically through a variety of channels. While this process might seem overwhelming, think of it as laying the groundwork for success. Often the hard work comes behind the scenes before you even begin the design of a single ad. The final critically important stage is analyzing outcomes and shifting tactics.

If your marketing plan hasn’t changed in the past year, you may be leaving revenue on the table.


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