ultichannel, omnichannel, cross-channel – what should a marketer choose?
Posted: Mon Dec 23, 2024 9:07 am
Content
Multichannel
Omnichannel: what is the difference between omnichannel and multichannel promotion
Cross-channel and cross device: what is it?
How to Manage Multiple Channels Effectively
Managing Bids and Sites
Which strategy to choose?
What do modern customers want? For brands to telegram company profile understand their pain points, values, and interact with them in a timely manner in convenient channels. This can be achieved by choosing one of the marketing strategies: multichannel, omnichannel, cross-channel. The experts we interviewed tell us how omnichannel differs from multichannel, what cross-device means, and how each strategy works.
Multichannel
If a company uses several channels to attract customers and communicate with them, it is multichannel marketing. For example, there is an offline pet store called Cheburashka. It has social media profiles, an SEO-optimized website, and contextual advertising. Promoters hand out leaflets near the store, banners hang at the cat show, and information about the opening of a new outlet is broadcast on the radio. All of the above are advertising channels, and this is multichannel marketing.
Anton Melnikov, Chief Creative Officer of the Onegroup business alliance
Multichannel is an analogue of what used to be called a media mix: when different, unrelated marketing channels are used to contact an audience. Brands need multichannel if their audience is too broad to fit into a framework like “men 25-35 with an average income” — like Unilever. That’s why the company uses many tools at once: digital, TV advertising, outdoor advertising, radio, media advertising, and so on.
To make working with different channels more convenient, Cheburashka uses a multi-channel platform.
Oksana Nashnik, head of the Messagebiz project (multi-channel platform for automating business processes)
Multichannel is the ability to use several different communication channels ( IP telephony , messengers, social networks, website) to communicate with customers. Multichannel helps to solve information, sales, product distribution, feedback collection and other business tasks.
To ensure multichannel, there are special tools, one of them is the Messagebiz platform, which combines all channels of text communication with clients: Viber, Telegram, Tam Tam (OK), VK, online chat on the website (WeChat and Yandex.Dialogues are in development) and other messengers. The advantage of the multichannel platform is that all communication channels are combined in one platform window and the contact center operator controls all applications and requests in one interface. This allows you to avoid surfing through browser windows and installing unnecessary applications, which eliminates the "loss" of customer requests.
The platform also allows you to automate business processes within the company. For example, the integration of text chatbots allows customers to receive the necessary information online through a convenient messenger at any time of the day, and the implementation of an HR bot makes it possible to reduce the workload of the HR department.
Omnichannel, just like cross-channel and cross-device, are strategies that are also based on communication with the client through different channels. The difference between multichannel and omnichannel is not always understood. In fact, the above is the same multichannel, but in this case it is multichannel marketing with a deeper level of integration and increased efficiency.
Don't waste
Multichannel
Omnichannel: what is the difference between omnichannel and multichannel promotion
Cross-channel and cross device: what is it?
How to Manage Multiple Channels Effectively
Managing Bids and Sites
Which strategy to choose?
What do modern customers want? For brands to telegram company profile understand their pain points, values, and interact with them in a timely manner in convenient channels. This can be achieved by choosing one of the marketing strategies: multichannel, omnichannel, cross-channel. The experts we interviewed tell us how omnichannel differs from multichannel, what cross-device means, and how each strategy works.
Multichannel
If a company uses several channels to attract customers and communicate with them, it is multichannel marketing. For example, there is an offline pet store called Cheburashka. It has social media profiles, an SEO-optimized website, and contextual advertising. Promoters hand out leaflets near the store, banners hang at the cat show, and information about the opening of a new outlet is broadcast on the radio. All of the above are advertising channels, and this is multichannel marketing.
Anton Melnikov, Chief Creative Officer of the Onegroup business alliance
Multichannel is an analogue of what used to be called a media mix: when different, unrelated marketing channels are used to contact an audience. Brands need multichannel if their audience is too broad to fit into a framework like “men 25-35 with an average income” — like Unilever. That’s why the company uses many tools at once: digital, TV advertising, outdoor advertising, radio, media advertising, and so on.
To make working with different channels more convenient, Cheburashka uses a multi-channel platform.
Oksana Nashnik, head of the Messagebiz project (multi-channel platform for automating business processes)
Multichannel is the ability to use several different communication channels ( IP telephony , messengers, social networks, website) to communicate with customers. Multichannel helps to solve information, sales, product distribution, feedback collection and other business tasks.
To ensure multichannel, there are special tools, one of them is the Messagebiz platform, which combines all channels of text communication with clients: Viber, Telegram, Tam Tam (OK), VK, online chat on the website (WeChat and Yandex.Dialogues are in development) and other messengers. The advantage of the multichannel platform is that all communication channels are combined in one platform window and the contact center operator controls all applications and requests in one interface. This allows you to avoid surfing through browser windows and installing unnecessary applications, which eliminates the "loss" of customer requests.
The platform also allows you to automate business processes within the company. For example, the integration of text chatbots allows customers to receive the necessary information online through a convenient messenger at any time of the day, and the implementation of an HR bot makes it possible to reduce the workload of the HR department.
Omnichannel, just like cross-channel and cross-device, are strategies that are also based on communication with the client through different channels. The difference between multichannel and omnichannel is not always understood. In fact, the above is the same multichannel, but in this case it is multichannel marketing with a deeper level of integration and increased efficiency.
Don't waste