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Multi-Experience Marketing is Evolving the Customer Journey

In the evolving world of business, marketing strategies are evolving daily. As more consumers than ever before opt for online shopping options, the way companies interact with customers and market their products must evolve as well.

Over the last few years, there has been a paramount shift in how organizations approach marketing and their entire digital strategies. Essentially, this shift has led to the emergence of multi-experience marketing and later multichannel marketing and omnichannel marketing.

What is Multi-Experience Marketing?

In 2018, Gartner first put forward the concept of multi-experience development. In their initial concept, Gartner simply outlined how companies would need to evolve in their digital strategies to better engage with customers to meet the changing needs brought on by the digital world.

Ultimately, the multi-experience marketing strategy is about moving away from a traditional inside-out, channel-focused mentality towards a mentality that focuses on delivering optimal customer experiences.

Essentially, multi-experience marketing can be summed up through these two points:

  1. Interacting with consumers across multiple touchpoints.

  2. Ensuring consumers have a seamless experience across touchpoints.

Simply put, mobile and web touchpoints alone are not enough to keep consumers engaged in today’s market. To provide good multi-experience marketing, applications like chatbots or voice assistants must be incorporated. However, simply incorporating these types of applications isn’t enough either. Customers will also expect as little friction as possible as they move from one touchpoint to the next.

What is Omnichannel Marketing vs. Multichannel Marketing?

To understand how multi-experience marketing works, an understanding of both omnichannel marketing and multichannel marketing is needed. The three concepts of multi-experience marketing, omnichannel marketing, and multichannel marketing are similar; however, there are also some key differences.

When it comes to understanding these differences, it’s essential to realize that multichannel marketing first evolved to become omnichannel marketing, which then evolved to become multi-experience marketing.

Multichannel Marketing

The concept of multichannel marketing was born out of the desire for companies to connect to consumers on various channels like websites, Facebook, Instagram, as well as brick and mortar stores. However, through this style of marketing, these channels were often handled separately and managed in isolation. Ultimately, this isolation results in poor experiences for consumers. To rectify this issue, omnichannel marketing was born.

Omnichannel Marketing

The concept of omnichannel marketing is a step above multichannel marketing. Essentially, omnichannel marketing was created to give customers a more unified experience. While omnichannel marketing efforts have been seen as top-tier in providing better user experiences, it has still fallen short overall. This is because omnichannel marketing still reflects an inside-out mentality, focusing on channels rather than the customer. This is where multi-experience marketing comes into play.

Multi-Experience Marketing

Overall, multi-experience marketing evolved from omnichannel marketing to move the focus from technology and channel to how consumers use applications and interact with companies. This means that, in this marketing style, people are placed first with the ultimate goal of providing optimal experiences through easy navigation across multiple touchpoints.

The Benefits of Multi-Experience Marketing on SEO

In the end, there are many advantages associated with multi-experience marketing when it comes to SEO. When brands choose to focus on only one platform, they lose out on a huge potential reach.

The solution to this problem is expanding channels and experiences and looking to diversify platform-specific content. This means producing unique content for platforms like Facebook, Instagram, Pinterest, Twitter, LinkedIn, and more, all with the consumer in mind. Ultimately, taking a multi-experience marketing approach helps companies with their SEO; it expands their reach and allows them to rank higher when consumers are searching for products and services like theirs.

How Fifth and Cor Can Help

Fifth and Cor is a next-generation marketing and innovation company focused on the five core values of passion, humanity, innovation, integrity, and growth. Contact the team at Fifth and Cor today to see how Fifth & Cor can implement a multi-experience marketing strategy for your brand.

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