Omnichannel vs. multichannel communication: Which is the best strategy for your company?

The relationship between customer and company is the essence of any successful business. You can have the best product or service, but if it is not known, it is impossible for it to find a market for distribution.

In times of over-information, it is not enough to reach out, you have to generate interest in the face of so much supply. Omnichannel vs. multichannel communication strategies are a decisive tool to achieve these objectives. However, there are differences between the two solutions, as we explain.

We addressed the following issues:

• How omnichannel can be distinguished from multichannel.
• The specific benefits of opting for each of these strategies.
• The possibility of combining omnichannel and multichannel strategies, with successful examples of both.
• The role of technology in the implementation of multi-channel communications.

Discover what direct marketing is and how it relates to these new communication strategies.

Digital transformation has reached companies, also in terms of the way they communicate with their customers. In addition to maintaining traditional strategies, new formulas have gained prominence.

In this context, it is essential to differentiate two concepts that generate some confusion: omnichannel vs. multichannel communication. Both are destined to be the main protagonists of marketing campaigns.

It is clear that in both cases, the company will use several channels. Therefore, there is no difference here. The key is to understand how these channels are used and what the objective is.

Multichannel communication is not really new. We could say that it is the same thing that was done by combining messages in television, press and radio. Only now the variety is much greater, because all the possibilities offered by the digital universe have been added.

Multichannel strategies are based on using as many channels as possible simultaneously. One or several messages can be transmitted, adapting the content to the characteristics of the medium. It is very effective in reaching everyone, but your message may lose coherence.

Its objective is quantitative, to reach more and more people.

Omni-channel helps different actions to be implemented in an integrated manner, forming part of a single experience. In contrast to multichannel communications, here the message is kept as consistent as possible, although it may not reach as many people.

Its objective is qualitative, it aims to provide a quality experience to each customer. Above all, to increase loyalty.

It is also interesting to review the differences differences between online and offline marketing.

• Facilitates bidirectionality, i.e., you can receive feedback from your customers through different channels while keeping the conversation going so you can react quickly.
• Greater possibility of reaching other segments of the public, which you would not have reached without launching messages that allude to them in such a direct way.
• A perception of more personal and efficient customer service. Omnichannel communication avoids delays and repetitive actions. All this makes the user feel more and better served.
• Optimal business management: there is no duplication between the tasks of different departments or employees of your company. This results in higher productivity and cost and time savings.
• Reinforcement of your customers’ loyalty. Their experience is of higher quality, more trust has been generated and, as a consequence, you gain greater loyalty.

• Expansion of potential customers. Not all audiences are versatile in their communications and jump from one channel to another. There are users who only feel comfortable in a certain medium. Multichanneling allows you to make yourself known among these groups with more restricted habits.
• Increased sales opportunities in all media, both in physical stores and through e-commerce.
• Increased interaction. As the customer communicates through their preferred channel, the relationship is more likely not to break down.

Why turn the choice of your communication strategy into a zero-sum game? As we’ve found, your company can have benefits when implementing an omnichannel strategy as well as with an omnichannel one. So, it seems smart to be able to combine the best of both worlds. And, above all, prioritize the most effective one at any given moment.

Omnichannel focuses on the customer, on providing them with a top-quality experience to build brand loyalty. It is the famous engagement that is at the heart of the new concept of direct and promotional marketing.

Discover how to combine physical and digital channels to design effective omnichannel strategies. physical and digital channels to design effective omnichannel strategies.

The main objective of multichannel strategies is to reach everyone. In a way, the priority is on quantity. It is a decision that can be very effective when you want to launch one or several very specific messages, for a majority and quick reaction.

You are interested in knowing in depth some effective multichannel effective multichannel communication strategies.

In the end, the smartest thing is a company’s ability to adapt and reach customers wherever they are. And for that, there is nothing more effective than using the possibilities offered by technology for omnichannel vs. multichannel communications.

Undoubtedly, maximum effectiveness is achieved when you have a CCM (Customer Communications Management) platform. These solutions allow you to plan, manage and customize communication strategies in which digital and physical channels converge.

A transformation based on the personalized experience and excellence of each customer. It also provides your company with valuable information about your users, useful for segmenting your audience and for implementing changes as soon as failures are detected, among other advantages.

At MailComms Group we are leaders in omnichannel communication services. Our team of professionals, through the Direct and Promotional Marketing service, designs your personalized multichannel campaigns.