In the world of digital marketing, channels represent how brands interact with consumers. Channels can be things like email, social media ads, and SMS messaging, and different channels serve different purposes along the customer journey. Multichannel messaging uses different channels to reach consumers with the same message. This strategy works because it can effectively get the word out about an initiative to people who can be found along different channels.

Omni channel marketing, on the other hand, is a type of marketing strategy that reaches consumers on different channels. The difference, however, is that instead of sending out the same messaging, it relies on different messages that follow a consumer along the customer journey.

Why Omni channel Marketing Works

Omni channel marketing is a good option because it helps to personalize marketing messages. Instead of simply telling everyone on an email newsletter list about an upcoming sale, multichannel messaging lets you tell people about the sale, then it allows your company to refine the messaging to be more targeted to people who have already heard about the sale. You still can reach people through different channels, but you aren’t wasting valuable marketing space by repeating messaging that a consumer has already heard or seen.

An Example of Omni channel Marketing in Action

For an example of Omni channel marketing, suppose you operate a financial institution. Messaging for financial institutions typically relies on promotions through collateral at branch locations, email and SMS messages, and digital ads about products and services. When using multichannel messaging, all of these channels would send out a message about a new type of savings account.

With Omni channel marketing, messaging for financial institutions promoting new savings accounts would send out emails and create digital ads touting the new savings account type. Then, prospects who had seen the digital ads could be shown additional ads on social media that lead to a landing page discussing the importance of savings accounts. From there, targeted messaging could be sent to newsletter subscribers who had seen both ads discussing the rates offered through the new savings account.

This messaging strategy allows your financial institution to reach the right people without wasting resources. It does, however, rely on tracking activity on the web and cross-referencing this data with email newsletter subscribers, so you will likely need to involve IT experts, to make this system work.

Author Resource:-

Emily Clarke writes about customer messaging and engagement solutions including SMS services and mobile notifications tools. You can find her thoughts at push notification software blog.