With all of the new lingo going on out there, here is a simplification:
Cross-channel marketing: This simply means that the customer is moving from one channel to the other. Usually, the channels are integrated in some way. Scanning a QR Code to download a coupon or access a mobile-optimized video is cross-channel marketing. So is clicking through an email to access a product page on the marketer’s website.
Multichannel marketing: Multichannel marketing is using more than one channel to communicate the message, whether the channels are integrated or not. Stanley Steemer, for example, blasts out three emails per month, both home cleaning tips and promotions. It also sends nine direct mail pieces per year. It uses both channels to reinforce its messaging, but the contacts aren’t directly integrated.
Integrated marketing: This describes traditional and digital channels working together based on timing or reinforcement of the message. A consumer calls to receive an information kit, which is mailed out the next day. If the customer does not place an order, the marketer sends a follow-up email one week later.
Omnichannel marketing: This term describes the comprehensive, fully customer-centric approach in which the customer’s experience is consistent across channels. Customers receive emails, text alerts, and customized website experiences based on purchase and browsing behavior. The marketer knows who they are, where they go, how long they spend there, and communicates with the customer based on their behavior, whether they make a purchase or not. Think abandoned shopping cart emails.Data is captured and shared across channels to achieve a seamless experience for the customer.
Compliments of Martin Rego