The term “multichannel marketing” refers to the implementation of a single strategy across multiple channels ranging from social to mobile, email to website and even point of sale, just to name a few.
In a context in which consumers and users move with increasing ease and seamlessly from one channel to another, it is clear that for brands and companies the real challenge is to ensure consistent and seamless experiences, which are not easily achieved with a multichannel approach of considering each channel as independent.
Indeed, it is no coincidence that the concept of multichannel marketing was soon joined by two other concepts that have become key to a people-focused marketing approach:
- omnichannel marketing;
- cross-channel marketing.
If, thus, multichannel marketing involves the distribution of a usual message across multiple channels, in omnichannel marketing one is looking for a strategy that allows one to offer the user a holistic, fluid, seamless experience that stems from an in-depth knowledge of the customer and his or her customer journey, thanks in part to the use of high-performance technological solutions such as CDPs.
Still different is, on the other hand, the concept of cross-channel in which, the perspective of the multichannel approach is also coupled with the passage of data and information from one channel to another and the various channels are used in a complementary perspective.
