Guide
Multichannel vs. omnichannel: What is the difference?
The primary difference between omn-ichannel and multi-channel is that multi-channel marketing typically includes a limited selection of marketing channels, while omni-channel marketing tends to include all of them.
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What is multichannel marketing?
Multichannel marketing is a marketing strategy that includes multiple channels. Multichannel marketing encourages engagement within the steps of the shopping experience, building connections between the different channels of your brand. These connections are how your brand then reaches your customers.
For example, a multichannel marketing strategy could include emails reminding customers that they left an item in their shopping cart. Multichannel marketing could also lead to omni-channel marketing, a more holistic approach, which we’ll explore later.
How does multichannel marketing work?
Multichannel marketing works by fostering the connections between the various interactions of your customers. Think about the various ways your customers interact with your brand: in stores, while shopping online, in advertisements during entertainment. These are the places you can begin integrating your multichannel strategy and messaging.
Next, strategise how to make the experience both seamless and engaging for customers, while also efficiently using your time and resources. It’s also important to make sure your multichannel messaging, or the information presented in your marketing campaigns, is not repetitive during the customer experience. The goal is to improve the experience between channels such as social media, streaming ads and physical stores.
What is omnichannel marketing?
Omni-channel marketing is a strategy that integrates all of your brand’s channels into a holistic experience for customers. Omni-channel marketing covers all touch points of the customer experience, beginning at the top of the marketing funnel and continuing all the way through post-purchase activities. It’s a more comprehensive version of multichannel marketing, incorporating all channels in a holistic strategy.
How does omni-channel marketing work?
Omni-channel marketing works differently from multichannel marketing by integrating all channels into your advertising strategy. Since the omni-channel approach is all-encompassing, all omni-channel marketing strategies are also multichannel marketing strategies, but not all multichannel marketing strategies are omni-channel marketing strategies.
Omnichannel marketing doesn’t only include customer-centric content, either. For example, an omni-channel campaign would ensure advertisements are coordinated across social media promotions, banner ads in newsletters and in-store posters. It can also include automating the process for analytics, performance metrics and sales measurement too.
What is the difference between multichannel and omni-channel marketing?
The key difference is that multichannel marketing includes a limited selection of content channels, while omni-channel marketing includes all of them. By definition, multichannel means “many channels” and omni-channel means “all channels”. Think of omni-channel marketing as covering your entire customer journey map, but multichannel marketing as narrowing down on a specific point A to point B.
Also, multichannel marketing focuses more on engagement within the different channels, while omni-channel marketing focuses on comprehension and a seamless brand experience for your customers.
Another aspect to consider is the retail presence of your products. Multichannel retail is the distribution of products in multiple channels: for example, selling goods on a website as well as in a physical store. Omni-channel retail, however, takes it further by considering the needs of customers and reaching them where they are, through all available channels. For instance, that could include integrating ads in at-home streaming experiences, rather than waiting for them to visit a store. Multichannel retail is a straight line from the brand to the customer, whereas the path of omni-channel retail is more fluid or circular.
How do you choose between a multichannel and an omnichannel strategy?
Your strategy decision should be based on your overall business goals. If you’re seeking to improve specific brand objectives, multichannel strategies could help. Alternatively, if you want to improve the overall customer experience, an omni-channel strategy can help you improve the bigger picture.
Additionally, your choice also depends on your resources. It may be difficult for a smaller brand to launch a fully comprehensive omni-channel strategy, so starting with smaller steps in the multichannel approach is a good way to build momentum over time. It’s not necessary to immediately launch a website, email newsletter, social media and marketing campaigns all at the same time, for example, and it can be beneficial to initially focus on individual silos and add updates later. In summation, there is not one right answer, nor do you have to choose only one: Multichannel and omni-channel strategies can work in conjunction too.
Four multichannel and omni-channel examples
Advertising opportunities expand across in-person stores, at-home streaming and a variety of other locales, and advertisers are considering the multichannel or omni-channel approach to help them reach new customers, improve the customer experience and increase their brand visibility. Here are four examples of effectively combining these approaches.
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When Jennifer Lopez wanted to launch a new skin-care line in partnership with Guthy-Renker, they used a multichannel strategy. In doing so, they were able to highlight specific ways to make connections with customers. For example, they used specific, creative ways of reaching customers, including making a custom Store and hosting a livestream with Lopez. The multiple channels they used successfully drew attention to their brand launch.
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As an example of how to implement an omni-channel strategy, let’s look at grocery brands as a use case. To start, since grocery customers often mix both online and in-person shopping, it’s beneficial to use an omni-channel strategy to make sure their experience is seamless.1 Next, this should also include a connected home strategy, to ensure ads are reaching customers where they are. Finally, it’s important to measure the performance analytics of your strategy, to find both over-performing areas and where there’s room for improvement.
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L'Oréal used Amazon Marketing Cloud (AMC) to implement an omni-channel strategy and improve their frequency capping and reach customers along their nonlinear shopping journeys. They also made sure to analyse their campaigns and compare touch points to ensure they were putting their resources in the optimal places. By creating an omni-channel strategy, L’Oréal was able reach relevant audiences with the right ads, and improve the experience both for their customers and their brand.
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1 PowerReviews, N=7,916, US, 2021