{"id":11835,"date":"2025-02-06T12:44:20","date_gmt":"2025-02-06T12:44:20","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=11835"},"modified":"2025-02-06T12:44:22","modified_gmt":"2025-02-06T12:44:22","slug":"omnichannel-vs-multichannel","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/omnichannel-vs-multichannel\/","title":{"rendered":"Omnichannel vs Multichannel Isn\u2019t Important. It\u2019s What You Do With It That Counts"},"content":{"rendered":"\n<p>Weak Omichannel strategies are costlier for businesses than ignoring omnichannel completely. It leaves customers clicking repeatedly through ads to discontinued products, irrelevant resources or expired promotions, and calling through to sales reps only leads consumers to people who haven\u2019t an idea about any live campaigns.&nbsp;<\/p>\n\n\n\n<p>So, it&#8217;s no surprise that brilliantly executed omnichannel campaigns can outstrip single-channel campaign performance by multitudes (18.96% engagement vs 5.4% in one retail study).&nbsp;&nbsp;<\/p>\n\n\n\n<p>In short, omnichannel is worth it, if you get it right. The obvious question is \u2013 how do you get it right? Well, speaking to an omnichannel expert is a good place to start.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>That\u2019s why we \u200bspoke to \u200bPhilip Vyt, Founder of Shyft, an omnichannel engagement consultancy that specialises in the life sciences sector. We picked his brain to understand how marketers can drive go-to-market engagement models that truly connect with their customers. And to settle a long-standing marketing debate about the differences between multichannel and omnichannel strategy engagement.&nbsp;&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/healthcare-life-science-insights-report\/\">Only 12% of global healthcare and life sciences organisations<\/a> have fully realised their digital transformation goals.\u202f &nbsp;<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69f2c6cd57101&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69f2c6cd57101\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"671\" height=\"375\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/02\/01_01.png?w=671\" alt=\"\" class=\"wp-image-11836\" srcset=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/02\/01_01.png 671w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/02\/01_01.png?w=300&amp;h=168 300w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/02\/01_01.png?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 671px) 100vw, 671px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-big-outdated-debate-nbsp-nbsp\">The big, outdated debate\u202f&nbsp;&nbsp;<\/h2>\n\n\n\n<p>\u200b\u200bV\u200byt explains\u200b:\u200b \u201cThe terms often get mixed up, so there\u2019s value in demystifying the two concepts.\u201d Multichannel involves \u201csharing the same message across different channels\u201d, while omnichannel strategies provide \u201cvaried, relevant content across multiple channels in a highly personalised experience.\u201d\u202f&nbsp;&nbsp;<\/p>\n\n\n\n<p>Both strategies have their place. Yet, Vyt emphasises, \u201cAs a marketer, you have go-to-market challenges that define your commercial model. Your engagement model \u2014 whether multichannel or omnichannel \u2014 should solve these challenges.\u201d\u202f&nbsp;&nbsp;<\/p>\n\n\n\n<p>This omnichannel vs multichannel debate often overshadows a critical issue: Execution. As Vyt notes, \u201cWe often get caught up in building additional capabilities, understanding the latest tech, or debating the difference&#8230; but the actual doing\u200b \u200bis where many teams get stuck.\u201d\u202f&nbsp;&nbsp;<\/p>\n\n\n\n<p>Rather, the focus should be \u200bon \u200bcrafting an engagement model that addresses specific market challenges. \u201cYou need an engagement \u200bstrategy \u200bthat works for your product maturity,\u201d from early launches to end-of-life stages, ensuring effective outreach to health care professionals.\u202f&nbsp;&nbsp;<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">State of the Connected Customer Report<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">How to get in touch and engage your customers in the age of AI.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-the-connected-customer\/?nc=701ed00000HAVNJAA5\">Get the Report<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p>\u201cMany marketers still get hung up on the product and miss the more important factors involved in making campaigns work. In the pharma sector, for example, they excel in their therapeutic area, knowing everything about oncology, neurology, rheumatology, etc\u2026 but lack technical marketing skills such as audience segmentation and customer journey building,\u201d Vyt says.&nbsp;&nbsp;<\/p>\n\n\n\n<p>\u201cThey know the treatments, the landscape, but they don\u2019t know how many healthcare professionals are in the market, nor do they have the technical marketing know-how to reach them.\u201d He continues, \u201cIt\u2019s like running a marathon. The big question is: how do I run my first kilometre? My first 5k?\u201d\u202f&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-you-should-do-nbsp-nbsp\">What you should do:\u202f&nbsp;&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Focus on a minimal viable campaign that addresses immediate market challenges\u202f&nbsp;&nbsp;<\/li>\n\n\n\n<li>Prioritise learning key marketing techniques (audience segmentation, customer journey mapping and retargeting strategies)\u202f&nbsp;&nbsp;<\/li>\n\n\n\n<li>Tailor your strategy to your product&#8217;s maturity (early-launch campaigns require broader awareness efforts, while end-of-life stages focus on retaining users)\u202f&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-go-beyond-the-debate-and-towards-real-engagement-with-omnichannel-strategies-nbsp\">Go beyond the debate and towards real engagement with omnichannel strategies&nbsp;<\/h2>\n\n\n\n<p>Making the first move in effective engagement is all about understanding what customers really want. The best place to start is gathering insights. As Vyt explains, \u201cEverything starts with customer centricity\u200b \u200b\u2014\u200b \u200bunderstanding the audience and where their knowledge gaps are.\u201d\u202f&nbsp;&nbsp;<\/p>\n\n\n\n<p>You need to identify what matters most to customers, such as real-world data on safety and efficacy while recognising the nuances of message delivery. \u201cYou need to know what your customer wants before you can tailor an engagement model to them,\u201d Vyt emphasises, underscoring the importance of insight-driven, personalised strategies to convert the right audience.\u202f&nbsp;&nbsp;<\/p>\n\n\n\n<p>Companies must commit to gathering insights from market research, social media and customer feedback. Vyt notes, \u201cthe next step is translating insights into key messaging that aligns with both customer challenges and key marketing objectives.\u201d\u202f&nbsp;&nbsp;<\/p>\n\n\n\n<p>Success comes from orchestrating insights, objectives, messaging, content, and activation channels. \u201cThe most important thing is to get started,\u201d Vyt urges. \u201cYou don\u2019t start learning to ride a bike by learning the theory. You must get on the bike first for any mechanisms to make sense. I call this principle \u2018do now, train later\u2019 \u2014 and the same goes for activating your engagement model.\u201d\u202f&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-you-should-do-nbsp-nbsp-nbsp\">What you should do:\u202f&nbsp;&nbsp;&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Prioritise customer insights by identifying knowledge gaps and what real-world information they value\u202f&nbsp;&nbsp;<\/li>\n\n\n\n<li>Ensure your content is tailored, relevant and designed to resonate with your audience&#8217;s needs\u202f&nbsp;&nbsp;<\/li>\n\n\n\n<li>Don\u2019t delay in activating your engagement model with a simple, actionable campaign (test, learn and refine as you go)\u202f&nbsp;&nbsp;&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Healthcare and life sciences organisations globally use<a href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/healthcare-life-science-insights-report\/\"> 46 different systems on average<\/a>.\u202f &nbsp;\u202f&nbsp;&nbsp;<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69f2c6cd588af&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69f2c6cd588af\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"642\" height=\"339\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/02\/01_02.png?w=642\" alt=\"\" class=\"wp-image-11837\" srcset=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/02\/01_02.png 642w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/02\/01_02.png?w=300&amp;h=158 300w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/02\/01_02.png?w=150&amp;h=79 150w\" sizes=\"auto, (max-width: 642px) 100vw, 642px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-start-small-and-build-up-nbsp\">Start small and build up&nbsp;<\/h2>\n\n\n\n<p>For businesses struggling with omnichannel execution, starting small is the smartest strategy. \u201cBegin with a minimal viable campaign,\u201d advises Vyt. Consider what can be achieved in the next three months and set realistic goals.\u202f&nbsp;&nbsp;<\/p>\n\n\n\n<p>\u201cEmail is the first step,\u201d says Vyt, using an automated nurture stream linked to your CRM. This could include follow-ups with resources, webinar invites, or links to relevant platforms. \u201cThis pulls them into different channels that build on that message. Anyone who jumps into the CRM system can see where the buyer is,\u201d ensuring a cohesive and trackable experience across the decision-making journey.\u202f&nbsp;&nbsp;<\/p>\n\n\n\n<p>For instance, for face-to-face models, \u201cdevise an online strategy that reaches and engages across multiple touchpoints\u201d to keep physicians moving through the decision-making process after the initial meeting.\u202f&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-you-should-do-nbsp-nbsp-nbsp-0\">What you should do:\u202f&nbsp;&nbsp;&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Focus on what you can accomplish within three months and define small, achievable goals\u202f&nbsp;&nbsp;<\/li>\n\n\n\n<li>Use automated, personalised email follow-ups to share content and provide additional insights\u202f&nbsp;&nbsp;<\/li>\n\n\n\n<li>Integrate touchpoints into your CRM system to monitor where each customer is in their decision-making process and use this data to refine your approach and maintain engagement\u202f&nbsp;&nbsp;\u202f&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-maximise-engagement-whatever-the-model-nbsp-nbsp\">Maximise engagement \u2014 whatever the model\u202f\u202f&nbsp;&nbsp;<\/h2>\n\n\n\n<p>Omnichannel vs multichannel: maximising engagement through either model is a journey, not a one-time effort. \u201cAfter that first minimal viable campaign, you can start working up from 1km to 5km, then 10km,\u201d says Vyt.\u202f&nbsp;&nbsp;<\/p>\n\n\n\n<p>The key is to scale and refine your efforts with each step, \u201cgaining momentum and more volume so you can explore technical automation and scale up into new areas and journeys,\u201d Vyt advises.\u202f&nbsp;&nbsp;<\/p>\n\n\n\n<p>By \u201cusing insights to guide content creation and messaging\u201d and refining touchpoints based on feedback, you&#8217;ll develop a strategy that resonates with customers. Vyt concludes, \u201cStart small, then scale up, using insights to guide your content creation and refine interactions based on feedback.\u201d Let insight-driven engagement be your north star.\u202f<\/p>\n\n\n\n<p>For more information on how Salesforce can help with omnichannel customer engagement,<a href=\"https:\/\/www.salesforce.com\/uk\/service\/digital-customer-engagement-platform\/\"> see here<\/a>.\u202f&nbsp;&nbsp;<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">State of the Connected Customer Report<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">How to get in touch and engage your customers in the age of AI.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-the-connected-customer\/?nc=701ed00000HAVNJAA5\">Get the Report<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>In this article, Philip Vyt, Founder of Shyft, explains how omnichannel strategies can truly connect businesses with their customers.<\/p>\n","protected":false},"author":654,"featured_media":11840,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"e06a25a372b34b4ea0e63ddac816a74f","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[65,83,1,158,238,472,471],"sf_content_type":[],"coauthors":[26],"class_list":["post-11835","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-commerce","sf_topic-customer-experience","sf_topic-digital-transformation","sf_topic-customer-journey","sf_topic-customer-relationships","sf_topic-multichannel","sf_topic-omnichannel"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Omnichannel vs Multichannel Isn\u2019t Important. It\u2019s What You Do With It That Counts - Salesforce<\/title>\n<meta name=\"description\" content=\"In this article, Philip Vyt, Founder of Shyft, explains how omnichannel strategies can truly connect businesses with their customers.\u202f\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/eu\/blog\/omnichannel-vs-multichannel\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Omnichannel vs Multichannel Isn\u2019t Important. 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