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MARKETING MANAGEMENT     1
MARKETING MANAGEMENT        4
CHARACTERISTICS AND IMPORTANCE OF OMNICHANNEL MARKETING AND HOW DOES IT DIFFER FROM MULTICHANNEL MARKETING
Table of Contents
Introduction    3
Omni Channel Marketing    3
Omnichannel vs. Multichannel Approach    4
Conclusion    5
References    7
Introduction
Change is an ongoing process, and it has its impact on every sector including marketing also. With the adaptation of new technology and also the evolution of the strategies in landscape of today’s marketing, which the marketers need to get acquainted. This new technology is called omnichannel marketing, which has the potential to change the landscape of marketing process. In this report a detailed discussion is done on the characteristics of omnichannel marketing. The discussion is also done that how does it differ from another new form of marketing called multichannel marketing.
Omni Channel Marketing
Omnichannel marketing refers to the multichannel sales approach, which provides the customer with an experience of integrated shopping. Customers can use any device for shopping purpose, such as desktop or a mobile device, via phone, or through brick and mortar store, and the experiences gathered by the customers will be seamless to them. As discussed by Cui et al. (2021) that omnichannel at a first instance may be seems as the aim of interacting with the customers through an assortment of different channels. However, the terms of omnichannel may seem subtly different, and the true meaning and the resulting strategies lead the companies towards two distinctly different paths. One such example of omnichannel is Starbucks loyalty rewards program, where the reward program runs primarily through the reward app on the consumers mobile phone, where the user can add that money to their reward account through the help of multiple channels through their mobile device or through the website.
There are many...