Digital Signage Blog

What’s the Difference Between Omnichannel and Multichannel Marketing?

Given the growing importance of digital advertising, as well as the rise of data mining and viewer customisation, marketing to the same individual across multiple touch points is a must for today's businesses. While most tech-savvy retailers have embraced some form of multichannel marketing, few are taking full advantage of the specific attributes of each channel and the interplay between them.

Often referred to as “omnichannel” marketing, the creation of a consistent, interdependent customer experience across multiple channels is what most businesses should strive to achieve. The differences between multi- and omnichannel marketing are subtle, and the two strategies often overlap. But understanding their benefits is crucial for businesses looking to stand out in an economy in which customers are constantly bombarded with ads.

Here are a few of the most important purposes and tactics of multichannel and omnichannel marketing, as well as examples of companies successfully reaching customers through a variety of media.

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Topics: Digital Advertising, Digital asset management, Omnichannel Marketing, Multichannel Marketing

3 Reasons You Need Automated Multichannel Marketing Software

Today’s fragmented media landscape calls for a new marketing model—one that has evolved from previous generations to capture customers’ attention and engage them with your brand across various channels. According to Forrester, 77 percent of marketing professionals believe they will drive more sales and profit by evolving into an effective multichannel marketing company.

To be a successful multichannel marketer and optimise customer engagement through digital and/or offline channels, you must be able to effectively manage your marketing processes across all channels from start to finish—from strategy development to content creation and publishing.

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Topics: MCP, Multichannel Marketing

Multichannel Marketing Trends You Need to Know About

According to Business Review Australia, online and international businesses will continue to be a threat to local retailers in 2014 and into the foreseeable future. To make sure your business is ready, your multichannel marketing efforts will need to be taken to a new level. “Increasingly, customers use multiple channels including mobile apps and the web to find the information they need, relying less on their relationships with sales representatives,” says Abigail Phillips. “Businesses need to tap into every avenue necessary to reach existing and potential customers.”

Multichannel marketing encompasses a wide range of business functions to help marketers engage consumers. Gartner defines multichannel marketing as “optimising the customer engagement according to how customers want to talk, shop, buy and obtain services through digital and/or offline channels.”

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Topics: MCP, Multichannel Marketing