The Three Types of Marketing Channel: Omnichannel, Multichannel, & Single Channel Marketing

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There Are Three Types of Marketing

  • Single Channel Marketing
  • Multi-Channel Marketing
  • Omni-Channel Marketing
There are Three Types of Marketing Channel
There are Three Types of Marketing Channel

Single Channel Marketing is the First of The Three Types of Marketing

Single Channel Marketing is the most dangerous way I know to market anything; because it means you are relying on just one type of marketing or marketing platform. And ONE is the most dangerous word I know in marketing.

Let me give you an example. Say you are promoting a product on Google Ads. It’s going really well and sales are high. What if Google then decided to close your account?

Now you may think that will never happen. But it has for numerous products in the past. Google no longer allows adverts that deal with a number of financial products such as debt consolidation, debt management, tax payments etc.

It doesn’t matter how much you had previously paid Google each month, how dependent you were on Google Ads or how you previously ranked. Google just zapped the lot.

With single-channel marketing you are dependant on other people’s policies, if they change them, you are affected. And that could mean that the channel you relied on no longer exists for you.

And the financial world isn’t the only one they have zapped. After the 2008 crash, they decided that US subprime mortgages were bad news and zapped them as well. Then they hit the US real estate market and other forms of mortgage.

Zap …. biff bang wallop, whole sectors decimated. Rip apart. Business hammered into oblivion. Pounded to pieces!

Obliterated, UNLESS they had other marketing channels to fall back on. That’s where multichannel marketing helped.

Multi-Channel Marketing

Multi-Channel Marketing means the marketing risk is spread across several channels and platforms. You might, for example, do some online ads on a range of platforms .. Facebook, programmatic, Google, LinkedIn etc; plus a few ads in magazines and/or papers and perhaps some outdoor ads on billboards, posters etc.

And if you are wise you’ll use a mixture of the Three Types of Advertising. Especially Relationship Building Ads so that you can keep in touch with people via email, a Facebook group or similar.

And you probably won’t rely on advertising alone. Well not if you are savvy with your marketing.

You could use PR in its many guises: media releases, events, articles, public speaking, blogging, newsjacking, guest interviews, podcasts … the PR list of opportunities is long.

And you might promote your business via conferences, events or exhibitions. You could also consider videos, networking or joint ventures. The list of ways to market yourself is huge. The main thing is you steer away from relying on one channel.

Of course each single channel has a risk attached to it. But it’s highly unlikely that all of them will zap you at once.

And don’t forget that single-channel marketing isn’t just about using advertising as a single channel. It could be all your marketing eggs are in a networking channel or you rely solely on exhibition marketing. You could be focusing on any single channel but the result is the same if it goes wrong. ONE is still a dangerous number.

And often the reason you get hit is totally beyond your control and hits even big brands. For example London Fashion Week suddenly found that there were few Chinese buyers attending due to the Coronavirus outbreak.

And sport is also affected by the Coronavirus. The Chinese Gand Prix was cancelled. Zap, and it’s gone. If your business had depended on exhibiting or marketing via Grand Prix events suddenly you are hurting.

So don’t rely on single things like Facebook, advertising, email, networking, Grand Prix or Fashion events etc on their own. You should be using multiple channels as a minimum. Better still you should be using the last of the Three Types of Marketing Channel … Omni-channel marketing.

Omni-Channel Marketing is the Third of Three Types of Marketing

Omnichannel marketing does exactly what it says on the tin!

Omni means ALL. In Latin, the word “omnis” translates to mean “every” or “all” or, more precisely, “all, every, the whole, of every kind.

So what does Omni mean in Marketing? Does Omni Marketing mean we have to use every form of marketing?

No.

Omni-channel marketing uses multiple channels, but not all multi-channel experiences are omni-channel.

And that’s the key to it. Omni-channel marketing uses multiple rather than single marketing channels BUT it doesn’t use every channel available. It is selective and uses appropriate channels.

But there’s another key element to Omni-channel marketing. ALL the channels must work together. Let me give you an example with a business you’ll have heard of and possibly experienced; Disney. It’s become part of the history of marketing.

What Disney does, and all the other businesses that use Omni-channel properly, is to integrate all marketing experience into a single experience. Companies using Omni align their objectives, messaging, goals and design across each and every channel and device being used. It’s totally seamless and often centres on a single platform that they control.

So their Facebook page will look like their website, as will their Twitter page, Pinterest account etc. etc. Everything looks like a perfect clone and is seamless. But it’s more than just looking the same, they work as one and give the same experience as when you speak to someone face to face or get on the phone or chatline.

And if you are using the app it allows you to navigate to specific rides, shows wait times and much more.

And the Disney MagicBand allows you to unlock your hotel room, charge your meals to your account, get you past queues with the Fast Pass and unlocks personalised magic designed just for you. IT even stores all the photos of you with Disney characters.

So at Disney Omnichannel marketing means the traditional and digital channels combine with the point of sale for rides, food and accommodation become unified into one overall experience that wows the customer.

It’s not to say that omnichannel cannot personalise marketing to an individual, it can. But whether the experience is aimed at one or many people it is a seamless unified experience.

The Difference Between MultiChannel and OmniChannel Marketing

Heres a very simple way to show the difference.

Say I sent you an email with an offer and also put the offer on social media. The email offer bounces you to the website where the offer is explained in great detail and all your questions are answered. But the social media offer is on a platform where the banner is totally different to the email and website branding. Worse still, it doesn’t send me to the website to give me more details and the opportunity to purchase. Instead, it takes me to EventBrite where info is sparse and the offer is a different price.

This might seem like an extreme case to point out the difference but it’s not actually so unusual. “Smart” marketers will tell you that its OK to have two different prices as the audience is different and came via a different route (which means they will not know one of them has been given a bad deal).

The reality is that people talk to one another and post details on review sites. It’s easy to look shady!

Don’t forget, today’s customer is savvy and platform agnostic. They hop from one platform to another and research prices. In-store shoppers will often Google competitor prices or search for details that sales assistants can’t supply before buying. OmniChannel marketing will give them a seamless experience and provides confidence that you are professional.

If you’ve questions about the Three Types of Marketing contact us or join our Free Marketing Group on Facebook, where you can read tips, comment, and ask questions at no cost.

What Are Three Types of Marketing?

Single Channel Marketing
Multi-Channel Marketing
Omni-Channel Marketing

Discover More in this article https://www.mediaset.co.uk/the-three-types-of-marketing-channel/

What is Single Channel Marketing?

Single Channel Marketing is the most dangerous; because it means you are relying on just one type of marketing or marketing platform. And ONE is the most dangerous word I know in marketing.
Let me give you an example. Say you are promoting a product on Google Ads. It’s going really well and sales are high. What if Google then decided to close your account?

Discover More in this article https://www.mediaset.co.uk/the-three-types-of-marketing-channel/

What is Multiple Channel Marketing?

Multi-Channel Marketing means the marketing risk is spread across several channels and platforms. You might, for example, do some online ads on a range of platforms .. Facebook, programmatic, Google, LinkedIn etc; plus a few ads in magazines and/or papers and perhaps some outdoor ads on billboards, posters etc.

And if you are wise you’ll use a mixture of the Three Types of Advertising. Especially Relationship Building Ads so that you can keep in touch with people via email, a Facebook group or similar.

And you probably won’t rely on advertising alone. Well not if you are savvy with your marketing.

Discover More in this article https://www.mediaset.co.uk/the-three-types-of-marketing-channel/

What is Omni-Channel Marketing?

Omni means ALL. But it doesn’t mean you have to use ALL the marketing channels, platforms and tactics available at once. It means you ensure ALL of the ones you use provide a single integrated experience.

Omni-channel marketing will use multiple channels, but not all multi-channel experiences are omni-channel.

And that’s the key to it. Omni-channel marketing uses multiple rather than single marketing channels BUT it doesn’t use every channel available. It is selective and uses appropriate channels.

But there’s another key element to Omni-channel marketing. ALL the channels must work together. Let me give you an example with a business you’ll have heard of and possibly experienced; Disney.

Discover More in this article https://www.mediaset.co.uk/the-three-types-of-marketing-channel/

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