There is always something new in the world of marketing, and the 360-degree marketing approach (or known simply as 360 marketing) is a strategy that builds upon past strategies, such as multi-channel marketing.
What is different this time? How does 360 marketing (or even 360 digital marketing) align with the core goals of a business’s marketing strategy?
What is the 360 marketing approach in a nutshell?
Just like multi-channel marketing, the goal of 360 marketing is to appear as if the brand is everywhere in the world of the target customer.
The only difference is that multi-channel marketing doesn’t consider making a consistent customer experience in interacting with the brand. The 360 marketing approach doesn’t just use multiple channels of messaging, but all the channels offer a unified and similar customer experience.
The 360 marketing approach is synonymous with omnichannel marketing, another buzzword that we won’t use for the sake of simplicity.
The benefits of 360 marketing
A company could choose to concentrate their efforts on, for example, TV ad campaigns, producing some of the most memorable commercials in history, but perhaps losing out on other opportunities to reinforce this message, such as on billboards or transit display boards in high foot traffic areas.
Another company could choose to spend an average amount of expenditure on many channels — newspaper, magazine, billboards, websites, social media, third-party bloggers — while putting particular effort into one or more key channels to beat competitors.
The first company may create buzz that may or may not last throughout the campaign life cycle, a risky choice for most businesses. The second company may compete with a lot of competitors using a similar approach, but even if the campaign proves to be a total failure, the company at least can bring home something valuable — cross-channel marketing data. These data may help the company increase or optimize efforts on those channels which perform best for their message and audience.
360 marketing lowers the risk of campaign failure and obtains a more comprehensive overview of marketing data.
What is different about 360 digital marketing?
The 360 digital marketing approach seems to have its own special sub-category because of the unique versatility and agility of digital marketing tools. One difference compared to the more general 360 marketing strategy is the overwhelming amount of data that 360 digital marketing can obtain from every campaign.
The automation of data collection, analysis and response in digital marketing allows you to chain or link together different marketing channels, allowing your brand to appear omnipresent in the customer’s world.
Let’s say you have an ecommerce store, and your ultimate goal is of course to increase sales. From web analytics tools, you notice that a majority of traffic comes from search, but the majority of conversions come from visitors who came to your website by direct search and social media.
This signifies that there is likely already a high level of brand awareness as you attract visitors to your content — your SEO is performing amazingly. To increase conversion from this traffic, try bringing visitors back to your website through remarketing, email marketing or by encouraging a social media share.
On the social media front, you can increase your follower base by promoting your best content and/or creating new ads that either lead viewers to your social media page or directly to the website. Set up a system so that visitors who abandon cart after a few days are kindly reminded via email or remarketing campaigns that you’re still happy to serve them.
Every channel is connected
Marketing nowadays involves more than just blasting adverts through a variety of channels. Digital marketing channels are connected to one another as illustrated from the above example. Data are the foundation of every informed choice, giving you greater opportunities for success in achieving your business goals.
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