{"id":83695,"date":"2023-06-30T09:49:57","date_gmt":"2023-06-30T06:49:57","guid":{"rendered":"https:\/\/digital-marketing.bg\/?p=83695"},"modified":"2023-07-14T13:03:02","modified_gmt":"2023-07-14T10:03:02","slug":"multichannel-vs-omnichannel-communication","status":"publish","type":"post","link":"https:\/\/digital-marketing.bg\/en\/multichannel-vs-omnichannel-communication\/","title":{"rendered":"Don’t confuse Multichannel with Omnichannel communication"},"content":{"rendered":"

[vc_row][vc_column][vc_single_image media=”83696″ media_width_percent=”100″ uncode_shortcode_id=”198125″][vc_column_text]Successful applications of multichannel and omnichannel communication or a new level of marketing strategy.<\/span><\/i><\/p>\n

 <\/p>\n

In recent years, marketers have often encountered the terms multichannel and omnichannel communication, but just as often the terms are confused and many find it difficult to take advantage of otherwise available tools to improve communication processes and better business results. That’s why my colleagues and I at DMG sat down to briefly tell you what’s behind each term. If anything is left unclear or you just want to chat, look us up here<\/a>.<\/span><\/p>\n

 <\/p>\n

What is Multichannel Communication?<\/b><\/h2>\n

 <\/p>\n

As the name suggests, multichannel communication is the process where a company sends its messages to customers and partners through more than one communication channel.<\/span><\/p>\n

 <\/p>\n

An example of this is the use of TV, radio, and online social media such as Facebook, LinkedIn, Instagram, TikTok, YouTube, Twitter, etc. But the list doesn’t end there – display programmatic advertising, email, and outdoor advertising such as billboards, print, etc. to get a company’s message to target audiences. These channels work separately and independently of each other. Results from each channel are reported and tracked separately.<\/span><\/p>\n

Multichannel communication puts the focus on the message, product, or service being communicated and allows marketers greater flexibility.<\/span><\/p>\n

 <\/p>\n

So what is Omnichannel communication?<\/b><\/h2>\n

With Omnichannel communication, again implied by the name, we are talking about multiple channels through which we will deliver our message. And that’s exactly right. However, unlike multichannel communications, here we focus on the consumer – their interactions and behaviours until the business reaches its desired communication goal – be it purchase, greater awareness, registrations, etc.<\/span><\/p>\n

A successful omnichannel strategy unites all communication channels into one user experience. Brand communication is close and easily recognizable anywhere, and users can easily move from channel to channel in the consumer journey.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Why is omnichannel communication a trend that can’t be ignored?<\/b><\/h2>\n

 <\/p>\n

73% of shoppers expect brands to understand their specific needs and expectations, and just over half expect the offers they receive to be personalized.<\/span><\/i><\/p>\n

 <\/p>\n

There is no doubt that omnichannel communication is gaining popularity among brands. There are many factors for this, but one of the main ones is the saturation of the information environment with a huge amount of data and messages. Every single consumer, at any given moment, sees a huge amount of advertising. And despite our skepticism of the numbers cited in popular articles (which run into the thousands per day), we cannot ignore the fact that the information we are served is too much and rarely effective. This makes it necessary for brands to build a communication strategy that allows them to be easily recognizable and consistent in front of the consumer. As communication technology advances and evolves, the opportunities for effective omnichannel marketing are growing.<\/span><\/p>\n

 <\/p>\n

For understandable reasons, the best examples of omnichannel communications are in retail, the financial sector, and partly in transport. Businesses where customer service requires frequent contact with customers on a variety of issues. And where unifying the customer database is key to achieving a common communications framework. However, this should by no means stop companies in other sectors from taking advantage of the opportunities created to integrate their communications, including those in B2B.<\/span><\/p>\n

 <\/p>\n

One of the major providers of integrated omnichannel communications services that we work with in Bulgaria reports that more than 20% of the B2B platforms they worked with last year are now applying an omnichannel approach to their interactions.<\/span><\/i><\/p>\n

 <\/p>\n

A very basic example. You’re organizing a webinar to promote your business and you want your customers or partners to learn about it. You’ve probably already identified your target audiences and planned a small traditional social media campaign around them, as well as sending emails to your existing database.<\/span><\/p>\n

 <\/p>\n

Results: a similar campaign of ours this year achieved over 300 B2B registrations with an extremely narrow target group in just a few days.<\/span><\/i><\/p>\n

 <\/p>\n

Can you imagine, however, how much more effective you could be if you had the ability to schedule your campaign to automatically subscribe anyone who had disconnected their registration for any reason? And, with a good database built up, even invite them to continue with a Viber or SMS message and thus ensure maximum presence?<\/span><\/p>\n

In this regard, do you know the capabilities of Viber in Bulgaria? Contact us for more information if you haven’t had a chance to learn more. The communications giant has over 94% smartphone coverage in the country.<\/span><\/p>\n

 <\/p>\n

\u00a0<\/span><\/p>\n

Successful omnichannel strategy in 4 steps<\/b><\/h2>\n

 <\/p>\n

Step 1.<\/b> Determine your business needs. Once you’re aware of the need for your business to integrate its communications with customers and partners, then you have a foundation on which to plan. Every successful strategy starts with a situation analysis. Don’t underestimate this step now either.<\/span><\/p>\n

 <\/p>\n

Step 2<\/b>. Choose the platform that will work best for you. Ideally, it will cover all the channels you want to use. Remember to pay attention to security and privacy as you share your valuable customer database. We work with InfoBip and can assist you with account discovery, integrations, and training.<\/span><\/p>\n

 <\/p>\n

Step 3<\/b>. Prepare your team. And – no, it’s not just about training colleagues how to use certain applications. The overall communications strategy requires that every colleague in the company who has direct or indirect contact with customers has a demeanor that most closely matches the company’s tone of voice.<\/span><\/p>\n

 <\/p>\n

Step 4.<\/b> Integrated vision. To make the most of the synergy between the different channels in an omnichannel strategy, it is important that your customers can easily recognize your brand. This means you need to think about how you will position yourself visually across all channels. And reflect on this in your brand book if you have one. And if you don’t, it’s time to create one. Let us know if you need help.<\/span><\/p>\n

 <\/p>\n

In fact, most marketers already use basic multichannel and omnichannel strategies. When you’ve combined two or three social media, display advertising, and billboards, for example, within a campaign, the advertising message is already reaching consumers in multiple ways. To ensure even better brand saturation, however, you also need to identify the channels you’re not yet using. And the opportunities are not few – among social networks Twitter, among communication platforms Viber, in video advertising – CTV (connected TV) and inApp videos, etc.<\/span><\/p>\n

 <\/p>\n

A multichannel approach allows you to achieve better saturation and brand positioning with greater flexibility in the use of individual channels. An omnichannel strategy brings together the ways you communicate with your customers and partners, increasing reach, facilitating and improving the user experience so you can ultimately achieve higher market reach and a better image. If you’re undecided about the best strategy for your business, you can reach out to us now for a consultation.<\/span><\/p>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/1″][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column][vc_single_image media=”83696″ media_width_percent=”100″ uncode_shortcode_id=”198125″][vc_column_text]Successful applications of multichannel and omnichannel communication or a new level of marketing strategy.   In recent […]<\/p>\n","protected":false},"author":15,"featured_media":83696,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"rs_blank_template":"","rs_page_bg_color":"","slide_template_v7":"","_monsterinsights_skip_tracking":false,"_mwseo_primary_category":0,"footnotes":"","_kiss_seo_title":"","_kiss_seo_excerpt":""},"categories":[365],"tags":[],"class_list":["post-83695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/posts\/83695","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/comments?post=83695"}],"version-history":[{"count":0,"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/posts\/83695\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/media\/83696"}],"wp:attachment":[{"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/media?parent=83695"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/categories?post=83695"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/digital-marketing.bg\/en\/wp-json\/wp\/v2\/tags?post=83695"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}