Omnichannel and Multichannel: Which is better for your business?

Many understand the terms of Omnichannel and Multichannel, but simply can’t tell the difference in function. The key difference for omnichannel and multichannel is client experience, based on how a company can interact with clients through its representatives, its products and the decisions made anywhere in between from having a product to closing a deal.

Since the earliest form of marketing, businesses have been multichannel. For example, traditional stores going online for branding purposes, is still counted as another channel of communication. However rudimentary, that would still be considered a multichannel approach to doing business.

With the appearance of omnichannel, leaders across the business spectrum have turned into the advantages omnichannel presents to their companies. Omnichannel integrates the brick-and-mortar presence with the online presence. That can be done through different tactics, for example:

  1. Advertising store promotions on your online channels in an integrated way
  2. Introducing an online store that communicates and syncs with the physical store

These tactics are ever developing but the key concept behind the omnichannel approach is to have all the ways you do business be unified seamlessly (now even more so with the implementation of more advanced technology and A.I. solutions).

What is a Multichannel?

Multichannel marketing is simply interacting with potential clients across several platforms, such as website, social media, email, paid ads, remarketing ads, and product packaging.

Multichannel marketing is a crucial way to contact your clients as they may not receive your communication via one specific channel. By sending it out on a wide variety of channels, you greatly increase the chances of a client not missing a message and engages with your brand.

What is an Omnichannel?

On the other hand, omnichannel marketing provides potential clients with an integrated brand experience that is seamless between all channels, from mobile to desktop to brick-and-mortar.

Marketers ought to think in terms of a single, holistic experience across all channels.

Is there a difference between the two?

Albeit the differences may seem subtle to most people, the strategies have different approaches, objectives and results respectively.

Multichannel marketing has a purpose to widen a campaign’s reach by broadcasting on the maximum number of channels. These days, most companies have a paid marketing strategy (email marketing, search engine, media broadcasting), the goal is to cast a wide net and reach potential customers wherever they are, keeping the brand fresh in mind.

All omnichannel campaigns use multiple channels, but not all multichannel campaigns are omnichannel. A company can have engaging social media campaigns, attractive blog content, and a dazzling website, but if it does not all work together, it is not omnichannel.

Omnichannel is more efficient as it unifies campaigns and messaging across channels to deliver a complete, consistent customer experience.  Every touchpoint funnels them to the same direction.


Learn how to have a more seamless marketing strategy by talking to one of Desfran’s marketing experts here.

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