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Digital marketing strategies: Multi-Channel vs Omni-channel Marketing ?

Digital marketing strategy - Multi Channel vs Omni Channel Marketing

Digital marketing strategies: Multi-Channel vs Omni-channel Marketing ?

Multi-channel marketing and Omni-channel are two strong digital marketing strategies but they are also often confused.

However, it can bring valuable to your business to know the differences between both strategies and how they should be implemented together.

Multi-Channel Marketing vs Omni-Channel Marketing

Multichannel marketing is the ability to interact with potential customers on various platforms.

To clarify, a channel might be a print ad, a retail location, a website, a promotional event, a products package or even word of mouth

Multi-channel marketing allows to diversify a marketing strategy on an operational view.

This is well recognized and often considered in marketing strategies to allow the users to connect with content whatever the platform is.

However there is still a confusion between Multi-channel and Omni-channel.

On the other hand, the role of Omni-channel marketing is to orchestrate the user’s journey across all channels in order to make it consistent, fluid and part of a complete user experience.

So, the challenge is to perfectly blend together each of customer touchpoint and platform such as:

  • online store,
  • physical shop,
  • social media pages,
  • smartphone
  • laptop…

Finally, the overall objective is of course, to increase reach, engagement and conversion.

Here are some ideas to get started.

Put yourself in customers’ shoes :

In the first place you should review the process your customers go through when they search, connect, purchase and experience your products and services.

Test the different channels and platforms in order to identify any improvement opportunities.

  • Has the experience been positive ?
  • Seamless and consistent ?

Then, regularly review the experience your customers go through in order to research, purchase, and connect with your products.

Test the experience by placing orders, interacting via all available channels, submitting a support case, and more.

If possible, external and internal testers should perform these tests. 

  • Does everyone have a delightful experience?
  • Are there any unnecessary barriers?

Measure and analytics :

Set clear KPIs (Key Performance Indicators):

  • Inventory,
  • Average basket size,
  • Conversion rates,
  • Abandoned shopping carts…

Having enough data at customer level will allow to measure the impact of any action and identify improvement area.

As a result, this will help you to define the best practices, implement tailored messages and campaigns.

Audience segmentation

Identify which data points help you better understand your customer. Indeed, this will allow you to clearly segment your audience.

Building strong customers profiles, combined with marketing automation, can help you to streamline your processes and improve the customers’ journey and experience through each channels.

Custom contents and personalized relationship with customers.

As mentioned just above, a strong database can do wonders.

For example, imagine the case of a customer who has previously purchased or liked a post about one of your product.

Then, you can consider those elements and reference that in your next communication. For instance to recommend complementary products or to propose special offer…

This type of actions and contents drive high engagement and loyalty from customers.

Ultimately leading to considerable conversion rate and sales increase


Multi-Channel Marketing and Omni-channel Marketing are complementary.

Therefore you should consider them as part of a complete strategy to provide your customer with the best user experience possible.

Hope you had a good read and this article helped you.

If you have any question or any feedback please let us know in the comments area below or by contacting us


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