How Digitalization is Transforming Marketing Techniques

Martech Outlook | Thursday, January 06, 2022

Marketing companies are using new marketing technique that automates the marketing process to develop a customer-centric model and boosts transparency. 

FREMONT, CA: Almost everyone has heard the terms multichannel and omnichannel marketing because marketing companies use them to improve sales and profit.

These methods are part of a marketing strategy known as Inbound Marketing. Inbound Marketing is the latest technique to market the product in the increasingly digital age. Earlier, giving out pamphlets and using a conventional marketing strategy was beneficial. But in this digital era, Inbound Marketing is a modern adaptation of those strategies for connecting with customers.

To comprehend what Omnichannel and Multichannel Marketing involves, it is vital to first understand what Inbound Marketing is and what it provides to a business. Inbound marketing is a type of marketing technique that automates the marketing process to create a customer-centric model. By employing multiple tools and platforms like supporting material, email marketing, social media management, and SEO, inbound marketing improves transparency, trust, and client retention.

Inbound Marketing is segmented into three components: 

  • Attract - Develop relevant, engaging content, like digital ads, blog posts, and attention-grabbing social media that attracts new customers
  • Engage - With brand loyalty, businesses can attract new leads and keep their existing customers. Email marketing automation, conversational bots, lead management, and workflows provide a channel for the consumers to interact about their concerns and requirements.
  • Retain - By going above and beyond to satisfy the prospective and current consumers, and businesses may build long-term partnerships. Developing email marketing workflows and marketing automation operate collaboratively with this final stage.

Inbound marketing offers an analytical method for developing innovative content through persona targeting and providing timely, effective, and relevant content customized for every customer. Inbound marketing refers to the tools, while Omnichannel and Multi-channel marketing relate to how companies utilize those tools.


Multichannel marketing is a strategy that includes a website, social media, mobile, direct mail, and other channels. Each channel is distinct and unrelated to the others. All channel has a unique approach and set of objectives. This is a suitable marketing strategy If companies want each channel to accomplish specific benchmarks and goals to promote the business and message to different targeted audiences.


Omnichannel marketing is a newer concept that develops on multichannel marketing but aims to provide an experience that extends beyond the efforts of multichannel marketing. An Omnichannel strategy strives to offer a consistent experience and unified message across numerous channels, whereas a multichannel strategy develops separate messages throughout several channels.

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