In the ever-evolving digital era, businesses are required to always adapt to changes in consumer behavior. One effective marketing strategy to reach a wide audience is Multichannel marketing.

This strategy allows businesses to interact with customers through various communication channels, both online and offline. The following will discuss in depth what Multichannel is, the benefits, examples of its application, and how it differs from Omnichannel.

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What is Multichannel Marketing?

Multichannel literally means multiple channels. In the context of marketing, Multichannel marketing is a marketing strategy that uses more than one communication channel to interact with customers. These channels can be physical stores, websites, mobile apps, social media, email, and even outdoor media (OOH).

Imagine, you are walking in a shopping mall and see an eye-catching digital advertisement on a large screen. The ad features the latest products from a brand, complete with a QR code that can be scanned to get more information or a special discount. Then, when you get home, you see the same ad on social media. You even receive an email with a special offer from the brand. That’s one example of how Multichannel marketing is at work.

Examples and How Multichannel Strategy Works

The way Multichannel marketing works is by connecting businesses with consumers through various relevant channels. For example, a retail company may have a physical store, a website, and a mobile app. Consumers can view products online, try products in physical stores, and make purchases through mobile apps.

In the OOH world, this marketing technique can be implemented by combining outdoor advertising with digital channels. For example, billboard ads can be equipped with QR codes that direct consumers to websites or mobile apps. Advertisements on public transportation can feature social media hashtags that invite consumers to participate in online contests.

One example of successful implementation of Multichannel marketing is the cosmetics company Sociolla. Starting from a beauty website, Sociolla now has physical stores in various cities and mobile apps. With this strategy, Sociolla has managed to reach millions of customers from various backgrounds.

Benefits of Multichannel Strategy

• Increase Brand Awareness: By reaching the audience through various channels, this marketing strategy can significantly increase brand awareness.
• Consistent Message Delivery: Even through different channels, Multichannel marketing ensures that brand messages are delivered consistently to consumers. This consistency builds customer trust and loyalty.
• Reaching Customers According to Preferences: Every customer has different communication channel preferences. This way, businesses can reach customers through their most preferred channel.
• Increase Sales: By being present on multiple channels, the chances of making a sale will also increase. Consumers can choose the channel that is most convenient for them to make a purchase.
• Strengthens Customer Relationships: Consistent and relevant interactions across multiple channels can strengthen the relationship between the brand and the customer.

Multichannel vs Omnichannel

Although they sound similar, Multichannel and Omnichannel have fundamental differences. Multichannel uses various channels separately. Whereas Omnichannel integrates all channels into one unified system.

In Omnichannel, the customer experience across all channels is connected and consistent. For example, a customer may start online shopping on a website, continue on a mobile app, and complete the purchase in a physical store. All these interactions are recorded in one system, allowing businesses to provide more personalized and relevant services.

Application of Multichannel Marketing in OOH

The world of OOH continues to innovate, and the incorporation of Multichannel marketing strategies has had a significant impact. Some examples of such incorporation include:

• Integration with Social Media: Billboards and advertisements on public transportation can display hashtags or calls to interact on social media.
• Use of QR Codes: OOH ads can be equipped with QR codes that direct consumers to websites, mobile apps, or other digital content.
• Interactive Advertising: Digital screens in public spaces can display interactive ads that allow consumers to participate in games or polls.
• Utilization of AR/VR Technology: The use of Augmented Reality (AR) or Virtual Reality (VR) technology in OOH advertising can provide a more immersive experience for consumers.

• Ad Personalization: By leveraging location and demographic data, OOH ads can be personalized to target a more specific audience.

Multichannel marketing is an effective marketing strategy to reach a wide audience and increase customer engagement. By utilizing various communication channels, businesses can provide a richer and more personalized customer experience. In the world of OOH, incorporating this strategy opens up new opportunities to interact with consumers in public spaces.

It is important to remember that the success of Multichannel marketing relies on a deep understanding of consumer behavior. In fact, the ability to integrate various channels effectively. Every business has different needs and goals, so it’s important to choose the most suitable strategy.