Avoid This Major Mix-Up in Your 2025 Strategy!

Now that it's 2025, let’s clear up one of the biggest misunderstandings of 2024 so we don’t carry it into your growth plan this year!

The culprit? The great omnichannel vs. multichannel mix-up.

💗 Multichannel marketing involves using multiple channels independently, each working on its own to reach customers (aka working in a silo).

💗 Omnichannel marketing, however, connects all your channels—website, social media, newsletters etc. To provide a seamless and cohesive experience for the customer.

Picture this: multichannel marketing is like fishing with multiple rods—you cast lines in different spots, hoping to catch customers.

Omnichannel marketing, on the other hand, is like using a fishing net—all your channels are connected and working together to create a seamless customer experience.

Let’s Explore What Omnichannel Marketing is Really About

Omnichannel marketing focuses on creating a customer-centric experience that integrates a brand's various channels. The goal is to ensure that every interaction flows seamlessly, no matter where or how the customer engages with the brand.

When all channels come together harmoniously, customers feel connected, engaged, and satisfied, increasing the likelihood they'll return.

Here are the core principles of omnichannel marketing:

• Seamless Experience: Providing a hassle-free experience across various touchpoints, such as discovering your services on Instagram, researching on Google, subscribing to a newsletter or following up on social media for questions.

• Channel Integration: Connecting your website, apps, physical stores, and other platforms to create a smooth, unified customer journey.

• Consistency: Ensuring that brand messaging, values, and tone remain the same across all channels so customers always feel they’re engaging with the same brand. Consistency also means showing up across all channels to stay top of mind and build awareness no matter where they discover you.

• Convenience: Allowing customers to browse and buy in ways that are most convenient for them, making the shopping and learning experience as enjoyable as possible.

Omnichannel vs. Multichannel
Although often confused, omnichannel and multichannel marketing have distinct differences.

Heres why the net wins!

A Forrester study found that an omnichannel approach has multiple benefits, including:

✔️ Higher margins

✔️ Better customer retention

✔️More meaningful interactions

Confused on where to start with your approach?

Let’s chat and make sure your 2025 strategy is in tip-top shape reach out to trista@ftlom.ca!

Other Key Takeaways:

• Customer journey mapping is crucial for identifying key channels in omnichannel campaigns.

• This approach enhances user experience and drives sales by meeting customers' evolving expectations across devices and platforms.

• Research from Capital One shows 73% of shoppers are omnichannel buyers.

FAQ:

Question

“Are you mainly referring to having ease-of-access between socials (like bio links to your other profiles) or congruent brand and feel from one platform to the other? Or a mix of both?”

Answer

It’s a mix of both. The key is consistently showing up across all your channels—ensuring none are left dormant.

Your branding, values, and messaging should align across platforms for continuity and consistency.

It’s also about making it easy and accessible for users to connect with you on their preferred platform. We aim to meet them where they’re most comfortable, not necessarily where we are. For example, some people prefer LinkedIn, while others might find it overwhelming and gravitate toward something more familiar and less intimidating, like Instagram.

Research is another big factor—86% of people do their research before reaching out. Your website, social media, and newsletters all play a role in that investigation.

Long story short lol, all these elements work together to create a seamless customer journey and experience, rather than feeling disconnected or missing opportunities to show up for them.

Question

“Great analogy with the fishing rods and nets! But if multichannel marketing is like casting a wide net, are we sure it’s not just a case of “too many cooks in the kitchen”? How can we ensure our channels are truly integrated for a seamless experience?”

Answer

The "too many cooks" analogy could apply if the channels weren’t aligned, but that's the beauty of omnichannel marketing—it’s about integration, not just volume.

Instead of each channel operating in isolation (like a chaotic kitchen), omnichannel marketing ensures they work together like a well-coordinated team.

Here’s 2 ways to keep it seamless:
1️⃣ Unified Messaging: All channels communicate the same values and message, reinforcing your brand identity.

2️⃣ Customer-Centric Approach: The customer experience is consistent and smooth, whether they find you on Instagram, your website, or via email.

So, it’s not about more channels—it’s about smarter, connected ones. If a channel doesn't work for your audience then it's okay not to use it i.e., X aka twitter.

That’s how we ensure it feels like a well-cast net, not tangled lines! 🎣