The main characteristic of multichannel marketing is the execution of a campaign across different platforms simultaneously. The ideal of this type of strategy is to expand and disseminate information in various formats to reach the maximum number of consumers, thus generating brand awareness and sales. The internet and its digital advancements were key players in providing new ways to conduct marketing, leading to the creation of strategies for promoting a brand or service. Following this, a range of channels for acquiring clients, consumers, or users has been created. The strategy primarily consists of using online and offline platforms effectively. Ideally, the campaign should be advertised through channels such as social media, television, email, websites, newspapers, magazines, in-store advertising, and pop-up displays. Furthermore, one of the main objectives is the creation and definition of the target audience to be reached through multichannel marketing. Ideally, this audience should be reachable through any of the channels and offered different paths that lead the customer to purchase. The most important aspect of this type of campaign is that, regardless of the channel used to reach the customer or user, the brand or institution\'s aesthetics and identity are maintained. Necessary graphic adaptations must be considered.

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 businesses are known for having this type of strategy. When users need to make returns, they can do so in a physical store, but it\'s necessary to be updated 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 dissemination. It\'s about reaching the public, presenting a product, and offering various ways to capture their attention, demonstrating that the brand has what they want.