Multi-Platform Marketing In The Digital Age Part 1
Are you using Multichannel or Omnichannel Marketing?
Multi is the new catchword for the modern Internet age. Everything is becoming multi this or multi that. Nowhere is that more true than in the advertising and marketing industry in general, and the business community in particular.
What is multichannel direct marketing, and why should you care. In a word, “Success”. Specifically, if you want to be a “success”, or operate a “successful” business. To succeed in today’s hyper-competitive landscape, you will need to have multiple means to get your customers attention to sell your products, and generate revenue from advertising. This applies whether your business is online or brick and mortar.
I was recently looking for an integrated marketing platform for managing multiple marketing streams for our upcoming Online Travel Magazine. As I tend to do, I wanted to write an article about my research to help others. There is a plethora of individual services that one can bring together to form an integrated marketing platform. Many of them are even free. However, as I have quickly learned, things very quickly get out of control when you are trying to do it all yourself. And if you don’t have people helping you, the phrase, “crash and burn”, from the movie “Top Gun”, becomes all too real, all too quickly.
I needed a single platform that was already integrated, not several individual elements that I would have to integrate myself. It just makes sense, even if you have people helping you, to have everything you do as automated as possible. After all, you do intend to grow and expand your business right? That applies to any business, not just my own example of a digital publishing business.
So the search moved into high gear. I was finding a lot of information that was very compelling. I learned that Multichannel direct marketing is basically the use of individually managed multiple advertising streams as it relates to the new digital age in marketing and promotion.
The information sounded simple enough. And it made sense. But, then I ran across this article in Econtent Magazine titled: “Multichannel vs. Omnichannel Marketing: Is There a Difference, and What Does It Mean to You?”
As I read through various articles on both of these subjects, I found that a core concept is what distinguishes between Multichannel and Omnichannel Marketing. At their core, these two approaches to reaching your customer base has to do with differences in marketing focus.
Multi-channel tends to focus on a company centric approach to marketing where your information is sent out to potential customers, generally with competing streams. One comment I read likened it to lanes in a swimming pool. I imagined Olympic swimmers, all competing for the same prize.
Omni-marketing, on the other hand, focuses on methods for meeting customer needs using not only multiple channels, but a marriage of those channels to create a personal brand. One comment about this likened it to a spider web where all lines focus on the same core element.
This competition vs marriage approach is what makes these two so different. Rather than having multiple marketing streams competing for the same prize, the customer, Omnichannel integrates them all to provide a unified approach. The goal is to create a brand that is consistent across all channels with the a message focused on the customer, not individual competition for the customer.
One of my excellent “go to” resources for what I call multi-informational digital content, is called EContent. EContent is part of the Information Today network. “Econtent is a leading authority on the businesses of digital publishing, media, and marketing, targeting executives and decision-makers in these fast-changing markets. By covering the latest tools, strategies, and thought-leaders in the digital content ecosystem, EContent magazine and EContentmag.com keep professionals ahead of the curve in order to maximize their investment in digital content strategies while building sustainable, profitable business models.” You absolutely must get their free EContent 2016 Sourcebook, if you have any interest in digital content strategies.
In the above mentioned “Multichannel vs. Omnichannel Marketing” report, Stacy Schwartz, a digital marketing expert, consultant, and adjunct professor at Rutgers Business School states:
“The difference between multichannel and Omnichannel really comes down to a company’s approach to digital channels,”… “Companies that focus on maximizing the performance of each channel-physical, phone, web, mobile-have a multichannel strategy. They likely structure their organization into ‘swim lanes’ focused on each channel, each with their own reporting structure and revenue goals.”
Defining Omnichannel, Schwartz states:
“An Omnichannel approach puts the customer, not corporate silos, at the center of its strategy,” Schwartz says. “It acknowledges that mobile and social have enabled customers to not only quickly switch between channels, but actually use channels simultaneously. For example, checking out product reviews on their mobile phone while evaluating a product on a physical retail store shelf.”
Darr Gerscovich, VP of marketing at Ensighten, a digital marketing agency headquartered in San Jose, Calif. helps bring this into perspective for us.
“Interpersonal relationships are ingrained so deeply into our social fabric that a customer will view your entire brand as a singular relationship,” says Gerscovich. Omnichannel marketing, he says, “ensures that customers receive a personalized conversation with your brand.”
Don’t miss part 2 of this series: Multi-Platform Marketing In The Digital Age – Part 2
To see all my articles and other topics, please bookmark this link: Rick’s Articles On LinkedIn
Lastly, if you enjoyed this article, please leave a comment.
2 Your Success ™
Rick Stoneking Sr. CEO
International Travel Reviews ™
Division of International Publishing Group, LLC ™
Follow us on Twitter @IntlReviews
Be sure to also visit our Small Business Board on Pinterest
Rick Stoneking Sr, is a retired, disabled, veteran, minister and formal federal agent. He is now the Founder/Owner of International Travel Reviews (ITR) and a #DisabilityAdvocate for #AccessibleTravel.
Rick has been writing in one form or another for over forty years. He is published in multiple genres in both Christian and secular circles. He has written everything from police reports to a Christian eBook, to a year-long daily devotional series. He has published articles and columns in well-recognized state and international magazines.