At Lakesbridge, we are proud to offer an innovative omni-channel platform dedicated to aiding our clients in the acquisition of international students. A common query we encounter is regarding the distinction between omni-channel and multi-channel communication.
The difference between omni-channel and multi-channel marketing strategies lies in their approach to student customer engagement, integration of channels, and the overall student customer experience they aim to deliver.
Multi-Channel
Multi-channel marketing refers to the use of multiple channels to engage with student customers. These channels operate independently and aim to maximize the reach and visibility of a brand. The focus is on engaging students through various platforms such as social media, email, and websites. However, these channels are not necessarily integrated, which can lead to inconsistencies in the student customer experience. The primary goal of multichannel marketing is to cast a wide net to make more potential students aware of a university, offering multiple touchpoints for student engagement without a unified or seamless experience across these channels.
Omni-Channel
Omni-channel marketing, on the other hand, focuses on creating a seamless and consistent student customer experience across all channels. It integrates various channels into a single, cohesive customer journey, allowing students to switch between channels effortlessly while maintaining a continuous experience. The strategy is student-customer-centric, aiming to improve the overall student experience by ensuring that interactions are consistent and personalized, regardless of the channel or device used.
Omni-channel engagement considers the entire student journey, from awareness to enrolment, and seeks to remove friction between different digital touch-points, making it easier for students customers to engage with a university in a way that feels natural and convenient to them.
Key Differences
Student Customer Focus: Multi-channel focuses on engaging student customers through multiple channels, while omni-channel aims to improve the customer experience by integrating these channels into a seamless journey.
Integration of Channels: In a multi-channel environment, channels operate independently without necessarily being integrated. Omni-channel engagement, however, integrates all channels to provide a consistent experience regardless of the channel or device.
Customer Experience: Multichannel engagement can lead to inconsistencies in the customer experience due to the lack of integration between channels. Omni-channel engagement, by contrast, focuses on comprehension and a seamless brand experience, ensuring that the customer's interaction with the university's brand is cohesive across all platforms.
While both strategies involve the use of multiple channels to communicate with student customers, omni-channel engagement distinguishes itself by its focus on integrating these channels to deliver a unified and superior student customer experience.