Keeping SEO Top of Mind When Producing Catalogs

How Multichannel and Omnichannel Marketing with Issuu Can Grow Your E-Commerce and Catalog Business

At first glance, “multichannel” and “omnichannel” look like they’re interchangeable, right? Don’t they both mean marketing across various distribution channels?

Technically yes, but there is a key difference between the two.

Multichannel marketing Multichannel marketing is centered around your product and your company. Campaigns on different platforms operate independently of each other, essentially working within a vacuum.

For example, reconfiguring your product catalog in different ways to suit various channels would be a form of multichannel marketing. Your content is optimized to suit its particular platform, but it doesn’t “talk” to other platforms by changing based on a consumer’s actions.

Omnichannel marketing Omnichannel marketing, on the other hand, breaks down the walls between the platforms and puts the customer – rather than the product – at the center of the process. This is a consumer-based, not channel-based, approach. Essentially, it takes multichannel to the next level by allowing campaigns to work together across channels, presenting a cohesive and consistent message no matter how the customer is viewing it: email, website, social media, banner ad, et cetera.

For example, product ads on all channels will adapt to show items that the customer previously viewed or abandoned in their cart.

Businesses utilizing omnichannel customer engagement retain an average of 89% of their customers, compared to 33% for businesses that have weak or nonexistent omnichannel engagement.

Whether you’re relying on a multichannel or omnichannel approach, expanding your marketing campaign across several different platforms has the potential to make your targeted campaigns drastically more successful by:

Diversifying your audience reach Expanding your marketing initiatives to multiple platforms opens many more opportunities to connect with clients and customers that you wouldn’t have reached if your efforts were solely focused on a single channel.

Increasing brand awareness. The more visible you are – especially if you have a strong brand theme that keeps your content consistent with tone, graphics, colors, and the like – the more recognizable your brand will become. Offering more conversion avenues. Consumers rarely make a purchase after their first interaction with your content. By reaching them on various platforms, you’re getting the repeated exposure you need to finally secure the sale while offering multiple different opportunities for a customer to make a purchase when they’re ready, no matter what channel they’re currently browsing.