The internet and its digital advances were the main drivers in providing new forms of marketing, thus creating strategies to promote a brand or service. Following this, a range of channels has emerged to attract customers, consumers, or users.
The strategy primarily consists of utilizing online and offline platforms. Ideally, the campaign should be advertised through channels such as social media, television, email, websites, newspapers, magazines, in-store advertising, and pop-ups.
Furthermore, one of the main objectives is to create and define the target audience to be reached through multi-channel marketing. Ideally, it should be based on the ability to attract customers through any of the channels and offer different ways to drive the customer to purchase.
The most important thing about this type of campaign is that regardless of the channel used to reach the customer or user, the aesthetics and identity of the brand or institution are maintained. Consideration should be given to any necessary graphic adaptations.
Omnichannel
This type of strategy varies to connect different channels and offer integrated services. This means that two or more channels are connected to enable certain services.
E-commerce companies are known for having this type of strategy. When users need to make returns, they can do so in a physical store, but they must be up-to-date and connected with the inventory and stock. In these cases, the omnichannel strategy would allow the consumer to exchange their product in the physical store.
On the other hand, when we talk about Multichannel Marketing, we only focus on promotion. It's about reaching the public, presenting a product, and offering several ways to capture their attention, demonstrating that the brand has what they want.