Multi Channel Vs Omni Channel Marketing – Part 2

Posted on August 02/08/18

Well, Omni Channel Marketing would be go-to option for app marketers to implement in their productive strategies as channels are in bound together to maintain addictive experience for users when discussed in Part 1 of this article. There is other side of this story where one can think of Multi Channel Marketing before Omni Channel.

Problem #1: Omni Channel Marketing is not just tough

Even though Omni Channel Marketing provides best customer satisfaction in a smart fashion, there is long way down the line to achieve this. It needs lot of groundwork, time and resources to make sure that user feel the frictionless experience of channel interconnected.

Let me illustrate the above line with a real situation,

While collecting data from multiple channels, it is necessary that you should distinguish fake data to exclude it from your analytics. Also, to track a user along their cross-channel journey, you need to have a solid strategy to achieve the customer identification.

However, that is a challenging task as customers quickly move between channels and change according to different atmos they are in. As a study by McKinsey Solutions’ Periscope says, 45 percent of the survey participants named a failure to identify customers as the key hurdle on their way to omnichannel success. With that being said, Omni Channel strategy is hard to imagine for companies, which have just started to boom as they don’t have enough budget to scale up their resources to provide proper end to end connectivity.

Solution: In this case, Multi Channel would be their go-to option as it is simple and cost effective way to engage maximum number of users as that of omni channel as it doesn’t take up the risk of channel interconnection.

Problem #2: Omni Channel requires unreserved communication

And also, Omni Channel marketing requires open communication in achieving what organization claims - to provide customer experience at its supreme best. Omni-channel marketing involves your entire fleet of employees, from the developers, right through to the customer success and marketing team. Everyone needs to be on board and working towards the same goal of making your omni-channel marketing strategy, a successful one.

But, if your back office systems and teams don’t speak to each other, you’ve got a problem. It is evident from the research conducted by Forrester Consulting that conflicting priorities and organisational silos still remains a key challenge for companies to grow on a rapid scale.

So it is high time for the companies to team up their employees and constantly pushing their limits and hopes to achieve this mammoth task, despite clashes and chaos in individual responsibilities and priorities in the company.

Solution: Multi Channel marketing, in this case would work cool because it doesn’t involve too much of teamwork in the process of building the strategies as each channels are offered with different experiences, thereby managing priorities in a easier way that it could be done.

Wrap Up:

By offering different channels, you make it simple for your customers to get what they need and when they need. You’re available for them on different platforms they prefer. To choose the best sales option for you and your business, take a glance on your overall budget and the objectivity. If you have a large budget, switch to omni-channel support for a connected user experience. Just getting started or don’t have the capacity to connect every channel right away? Go for multi-channel support.

About the Author

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Kumaresaan is based out in India, and he loves blogging, traveling and doing cool kinds of stuff in data understanding and visualization.