Omnichannel Strategy
An omnichannel marketing strategy is a term that refers to a marketing effort where multiple channels are used to provide the customer or an interested party with the best possible information. The marketing effort in this case does not focus on one channel but on multiple sources. It is important here that the offerings (i.e., the marketing deployment through the various channels) flow seamlessly into one another to ensure a perfect consumer experience. This last aspect is the distinguishing characteristic of omnichannel strategy compared to multichannel marketing. When opting for multichannel marketing, multiple channels are used but they are deployed in parallel i.e. without the media channels being connected.
Example of an omnichannel marketing strategy
An omnichannel marketing strategy can relate to the provision of information to shape a customer journey using different channels. An omnichannel strategy can also be process-based. A well-known example of omnichannel marketing is that a customer places an online order, picks it up in a physical store, Here a QR code can be scanned which can be used to increase a savings balance and save for a discount on a subsequent purchase. In this case, multiple marketing channels are deployed that flow perfectly into each other and together form a reinforcing factor.
