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<Img
img="/uploads/Omnichannel_vs_Multichannel_854eb0a5f6.jpg"
alt="Omnichannel vs Multichannel"
/> 

Marketing communications in the digital age evolve by the day. Getting and retaining customers is all about providing a great customer experience from first interaction throughout the buyer's journey. Today, consumers wield all the power, and with just a quick skip, swipe, or scroll, they determine whether a brand stays relevant or not.

As marketers explore strategies to drive the right kind of engagement online, one critical discussion that always comes up is whether they should opt for multichannel or omnichannel marketing. But, there's one thing everyone can agree on: consumers expect a quick and seamless experience across all digital marketing touchpoints.

That said, let’s discuss multichannel vs. omnichannel marketing to determine which of the two can provide a better customer experience. After all, great customer experience yields a competitive advantage.

## Omnichannel vs. Multichannel – What is the Difference?

«Multi» suggests «many» while «omni» suggests «all». However, the fundamental difference between multichannel and omnichannel marketing has little to do with whether you’re engaging customers in several [**touchpoints**](marketing-attribution-models) or all touchpoints as they move down the sales funnel. Rather, it has to do with integration.

In multichannel marketing, the goal is to guide a consumer towards a particular goal. It focuses on getting them from one stage of the [**buyer's journey**](stroim-customer-journey-map) to another by sending a standard message through individual channels. Let's say you're issuing a promo discount code for new users; multichannel marketing involves you advertising the same promo code on several channels like your blog, social media pages, and email newsletter.

Multichannel marketing segments direct and indirect customer interactions. Direct communications are where the company proactively reaches out to the customer through direct mail or message. Indirect interactions include content pushed through blogs, websites, or social media.

Even though the marketing channels belong to the same entity, they’re inherently isolated from one another. Each channel works in a silo, with its own strategy and goals. As a result, brands that rely on multichannel marketing tend to run into miscommunication and style inconsistencies between channels.

For customers, multichannel marketing can create a confusing, impersonal experience that leaves them feeling frustrated.

Now, unlike multichannel marketing, omnichannel marketing has the customer at the center. It involves the seamless integration of branding and messaging across all touchpoints to create a more impactful customer experience. An omnichannel communication platform allows customers to determine how they’ll interact with your brand by offering:

- A consistent, identifiable brand voice
- [**Personalized messaging**](/features/personalization)
- Content that is informed by past interactions with the brand

In other words, marketers take a step back and let users define the journey for themselves – but the trip is tailored to their likes and preferences. For example, a user might get an email announcing a new product that goes perfectly with another they'd previously bought. Instead of relaying the same message through other channels, your strategy might involve offering them a [**promo code**](/features/loyalty-programs) for that exact product on Twitter and having them see a video of someone using the product on Facebook.

In both cases, the goal is to get customers to take a desired action (using a promo code). The difference is in the journey options you provide.

<Table>
| **Multichannel marketing** | **Omnichannel marketing** |
| ------ | ------ |
| Reach a user through a maximum number of channels | Gives users a seamless experience across every channel | 
| Brand is on every channel, but each channel may have different messaging | No matter which channel is used, the message is consistent |
| Doesn’t use the advantages of using multiple channels in tandem | Must be used with analytics to individualize experience to each user’s needs |
| Fragmented, inconsistent experience | Seamless, consistent experience |
</Table>

## So, Which Is The Better Option?

Brands that choose multichannel marketing do so for one reason; it's pretty straightforward. All you need is one main message and a call to action. However, this can be alienating to customers as it doesn't take their needs, preferences, or stage in the sales funnel into consideration.

An omnichannel customer experience could be the brand differentiator you need. An [**omnichannel marketing platform**](/features/omni-channel-marketing) nurtures leads and user engagement by offering audiences a diverse set of messages, incentives, or buying options, bringing the following benefits:

- **A better user experience** – Omnichannel communication focuses on the individual customer experience instead of the channel. It allows for a cohesive customer experience no matter how or where a customer reaches out.
- **Increased revenue** – Focusing on omnichannel customer engagement ensures a seamless experience for shoppers, making them more likely to buy from you.
- **Creates a consistent brand image** – Integration means you can create a cohesive brand strategy and identity across all channels, which leads to increased loyalty as customers will trust your brand more.
- **Better attribution data** – With omnichannel marketing automation, you'll be able to identify which channels work best for your brand and when customers are more likely to engage with you on their journey. Such data can be used to improve brand strategy and build more targeted campaigns.

<Img
img="/uploads/omnichannel_marketing_facts_6f9ee5c0d6.jpg"
alt="Omnichannel marketing facts"
/>

## Support Customer Engagement Across Every Channel That Matters

Customer experience is an asset to your brand – make it work for you. As mentioned, many brands opt for multichannel marketing because it's easier to execute. But, if you're looking to captivate and engage your customers on all channels, you have to leverage insights and create messages tailored to their interests and where they are on their journey.

The [**Altcraft**](/en) omnichannel marketing automation platform allows you to do this and more. You can create more targeted, effective campaigns and put your customers' needs front and center. Use data insights to drive campaigns and aid in journey planning, all while executing effective omnichannel communications from one place.

Altcraft also provides game-changing marketing automation workflows enabling you to take a more targeted approach towards marketing. You can implement various marketing processes like working with customer loyalty, cart abandonment reminders, and welcome emails. This way, you can easily create consistent yet personalized marketing messages across all channels.

Let’s discuss multichannel vs. omnichannel marketing to determine which of the two can provide a better customer experience.

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Omnichannel vs Multichannel.jpg

As marketers explore strategies to drive the right kind of engagement online, one critical discussion that always comes up is whether they should opt for multichannel or omnichannel marketing.

‎Omnichannel vs Multichannel: Which Is The Better Option?

Omnichannel vs Multichannel: Which One Should You Choose?

![ak-multichannel-in-banking.png](/uploads/ak_multichannel_in_banking_84306b62b6.png)

Today we are going to dwell upon the peculiarities of omnichannel marketing and consider the main tasks it can solve in banking sphere. For a start here are some facts. Multi-channel marketing can be characterized as a mode of interaction with your audience by means of several communications channels (web site, email and SMS marketing, push etc.). This kind of marketing gives us an opportunity to build strong relations with  customers thanks to deep needs and preferences analysis. in this respect CRM passed into the background. we by no means ask you to turn your back on CRM, it’s irreplaceable. But all the same a CRM system doesn’t meet the requirements of customers in the banking field  to the full extent. There’s a need to use a platform or a service that can unite several communication channels.  Besides, CRM can’t track  delivery and handling of customers’ complaint. It leads to worse deliverability and you can be added to spam. You also need to store  information about deliver, message statuses etc. SMS sending requires several sms-gateways integration. These cumbersome systems don’t do much good. There is no CRM system that has the same segmentation and analytics capabilities as a multi-channel marketing platform, which technically substitutes dozens of integrations.

CRM stores a lot of confidential information. When interacting with external systems there’s a high leakage risk. Dealing with multi-channel platform Altcraft there is only one point of interaction with external systems and it is located behind the bank’s firewall. That helps to control personal data safety and  reduce a risk of mistakes that can be made by a bank employee.

![ak-multichannel-features.png](/uploads/ak_multichannel_features_ca45c42519.png)

## 1. Marketing processes automation

Automation of certain marketing processes enables you to systematize  Email, SMS, Push more easily. At this point the integration is performed between bank and partners’ websites on the one hand and multi-channel platform on the other, CRM integration, senders and sms-gateway settings and other product that are used by a bank.

![ak-multichan-workflow (1).png](/uploads/ak_multichan_workflow_1_4f3693eb6f.png)

## 2. Understanding and analysing your clients’ interests and preferences

Customer base is the most valuable asset for any company. Creation of a digital profile and accumulation of information about customers’ preferences  becomes a strategic goal for any bank. If you plan communication with a customer thoroughly it’s easy to keep their interest in your product. We’ve marked out the main types of customer data that can help to segment and plan your future marketing strategy:

<Table>
| Demografic | Geografic | Psychographic | Behavioural | Consumer-oriented |
| --- | --- | --- | --- | --- |
| Gender, age, marriage status, family size, education, occupation, income level | Place of residence: country, region, city/town, nationality | Personal 	attributes, values, opinions, interests | Attitude to the product, demanded services, ignored services, the importance of price changing, the importance of quality |Loans, saving and check accounts, bank card services, trust services, person or company |
</Table>

Analysis of the gathered data helps to identify:

- how your bank is treated by customers;
- what kind of services they are looking for;
- what trends are important for customers;
- and whether they have unsatisfied needs.

Based on received data one can plan marketing strategy. Without drawing customers into a real conversation there would be no interest or wish to continue communication. Three main tools which help to be in touch with your customers are Email, Push and SMS.

![ak-multichan-segment (1).png](/uploads/ak_multichan_segment_1_fccee4fdc9.png)

## 3. Prompt notifications 

Prompt notifications prove your care for customers and indicates your service quality. Inform them about  coming obligatory payments, their financial flows, in and out payments, credit card expiration and its re-issuing. Send them emails with credit card account statements.


## 4. Demand and sales promotion

Audience analysis made by the bank let customers receive:

- relevant bank services advertising,
- information about new products, 
- information about discounts and campaigns,
- Individual offers and useful recommendations.

As a result a customer learns in time about new bank services, special offers, credits and deposits.


## 5. Retain old customers and win back lapsed customers

- National and  personal holidays greetings, special offers (for example, for customers who haven’t used bank services for 6 months). 
- Reminder-letters about bank products and services. 

![ak-multichan-message (1).png](/uploads/ak_multichan_message_1_3440038397.png)

Besides it is necessary to handle feedback. It gives an opportunity to respond in real time to customers’ opt- out  and change your communication line with them. It also helps to close a possible gap in service.

### To conclude

Banks should take care of their clients. It’s an easy thing with a multi-channel platform. 

Altcraft Marketing Platform is just the one that is simple and handy.



Let's talk about multichannel marketing in banking: Altcraft Marketing platform automates your marketing processes.

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Multi-channel marketing kind of marketing gives us an opportunity to build strong relations with customers thanks to deep needs and preferences analysis.

How Banks Can Use Multichannel Marketing to Promote Their Services

Multi-Channel Marketing for Banking

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

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