{"id":2661,"date":"2014-04-02T07:52:53","date_gmt":"2014-04-02T07:52:53","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=2661"},"modified":"2014-04-02T07:52:53","modified_gmt":"2014-04-02T07:52:53","slug":"marketing-multicanal-marketing-omnicanal-y-cross-channel-marketing","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/marketing-multicanal-marketing-omnicanal-y-cross-channel-marketing\/","title":{"rendered":"Multi-channel marketing, omni-channel marketing and cross-channel marketing"},"content":{"rendered":"<p style=\"text-align: justify;\">Uno de los t\u00e9rminos que m\u00e1s protagonismo est\u00e1 adquiriendo en el mundo del marketing es el de <strong>Omnicanal<\/strong>. En este serie de posts queremos aportar un poco de luz al concepto de <strong>Omnicanal<\/strong>, delimitando su alcance y diferenci\u00e1ndolo de otros dos t\u00e9rminos complementarios: el <strong>marketing multicanal<\/strong> and the <strong>cross-channel marketing<\/strong>.<\/p>\n<p><!--more--><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #ff0000;\"><strong>El Marketing Multicanal.<\/strong><\/span><br \/>\nThe term <strong>multichannel<\/strong> en marketing se refiere a la comunicaci\u00f3n de un mismo mensaje a trav\u00e9s de distintos canales de comunicaci\u00f3n; el mensaje es el mismo, los canales distintos. As\u00ed, por ejemplo, una estrategia <strong>multichannel<\/strong> ser\u00eda aquella en la que la oferta recibida por correo electr\u00f3nico, puede ser o no igual a la percibida en el site o en la carteler\u00eda de la tienda f\u00edsica. La experiencia de la marca puede ser distinta en cada canal, y el consumidor es consciente de ello. Para dar coherencia a la experiencia de marca, el <strong>marketing<\/strong> <strong>multichannel<\/strong> trata de homogeneizar los mensajes en los distintos canales de comunicaci\u00f3n.<\/p>\n<p><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/04\/mk-multicanal.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-2766 aligncenter\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/04\/mk-multicanal.jpg\" alt=\"marketing multicanal\" width=\"879\" height=\"506\" \/><\/a><\/p>\n<p style=\"text-align: justify;\">The <strong>marketing<\/strong> <strong>multichannel<\/strong> no es nuevo. En la \u00e9poca previa a internet muchos retailers, empresas de gran consumo y \u00abutilities\u00bb, contemplaban el marketing multi canal para dar coherencia a sus campa\u00f1as de marketing directo y ganar en eficacia. Sin embargo, tres son los ejes sobre los que el <strong>marketing<\/strong> <strong>multichannel<\/strong> est\u00e1 cambiando a <strong>omnichannel<\/strong> y <strong>cross-channel<\/strong>:<br \/>\n- There has been a multiplication of interaction channels between the brand and the user: point of sale, direct marketing, call centres, web, social channels (Facebook, Youtube, Twitter), email, mobiles, smart TV, etc.<br \/>\n- The user moves from one channel to another and interacts with the brand in real time.<br \/>\n- As a consequence of the two previous points, the brand gains prominence, with the channel taking a back seat.<\/p>\n<p>En pr\u00f3ximos art\u00edculos pondremos la atenci\u00f3n sobre los otros dos conceptos: cross channel y omnicanal.<\/p>","protected":false},"excerpt":{"rendered":"<p>One of the terms that is gaining more prominence in the marketing world is Omnichannel. In this series of posts we want to shed some light on the concept of Omnichannel, defining its scope and differentiating it from two other complementary terms: multichannel marketing and cross-channel marketing.<\/p>","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,38],"tags":[],"post_folder":[],"class_list":["post-2661","post","type-post","status-publish","format-standard","hentry","category-blog","category-cross-channel"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing multicanal, marketing omnicanal y cross-channel marketing - Digital Response<\/title>\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.digitalresponse.es\/en\/marketing-multicanal-marketing-omnicanal-y-cross-channel-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing multicanal, marketing omnicanal y cross-channel marketing - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Uno de los t\u00e9rminos que m\u00e1s protagonismo est\u00e1 adquiriendo en el mundo del marketing es el de Omnicanal. En este serie de posts queremos aportar un poco de luz al concepto de Omnicanal, delimitando su alcance y diferenci\u00e1ndolo de otros dos t\u00e9rminos complementarios: el marketing multicanal y el marketing cross-channel.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/marketing-multicanal-marketing-omnicanal-y-cross-channel-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2014-04-02T07:52:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/03\/cross-channel-marketing.png\" \/>\n\t<meta property=\"og:image:width\" content=\"700\" \/>\n\t<meta property=\"og:image:height\" content=\"508\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Jordi Puig\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jordi Puig\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/marketing-multicanal-marketing-omnicanal-y-cross-channel-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/marketing-multicanal-marketing-omnicanal-y-cross-channel-marketing\/\"},\"author\":{\"name\":\"Jordi Puig\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\"},\"headline\":\"Marketing multicanal, marketing omnicanal y cross-channel marketing\",\"datePublished\":\"2014-04-02T07:52:53+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/marketing-multicanal-marketing-omnicanal-y-cross-channel-marketing\/\"},\"wordCount\":327,\"commentCount\":5,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/marketing-multicanal-marketing-omnicanal-y-cross-channel-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/04\/mk-multicanal.jpg\",\"articleSection\":[\"Blog\",\"Cross Channel\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/marketing-multicanal-marketing-omnicanal-y-cross-channel-marketing\/\",\"url\":\"https:\/\/www.digitalresponse.es\/marketing-multicanal-marketing-omnicanal-y-cross-channel-marketing\/\",\"name\":\"Marketing multicanal, marketing omnicanal y cross-channel marketing - 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