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 omnichannel 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 omnichannel 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 omnichannel strategies can work in conjunction too.