360 marketing is a marketing campaign that utilizes all available mediums, channels, and consumer touchpoints. 360 marketing requires the business to maintain a consistent presence across multiple online and offline channels. This ensures it does not miss potentially lucrative customer segments. By its very nature, 360 marketing describes any number of different marketing strategies. However, a broad and holistic marketing strategy should incorporate a website, SEO, PPC, email marketing, social media, public relations, in-store relations, and traditional forms of advertising such as television.
|Definition of 360 Marketing||360 Marketing is a comprehensive and integrated marketing strategy that aims to create a consistent and immersive brand experience for customers across multiple touchpoints and channels. It involves a holistic approach to marketing that considers the full customer journey, from initial awareness to post-purchase engagement. The term “360” signifies the idea of 360-degree coverage, encompassing various marketing channels, including digital, social, offline, and experiential, to ensure that a brand’s message and presence are coherent and compelling across all interactions.|
|Key Concepts||Several key concepts define 360 Marketing:|
|– Omni-Channel Approach||360 Marketing employs an omni-channel approach, which means that it integrates and aligns marketing efforts across all available channels, both online and offline. This ensures that customers experience a consistent brand message and seamless interactions, regardless of the channel they use.|
|– Customer-Centricity||A fundamental concept of 360 Marketing is putting the customer at the center of the strategy. This involves understanding customer needs, preferences, and behaviors at various touchpoints and tailoring marketing efforts to meet those needs effectively.|
|– Data-Driven Decision-Making||Data plays a crucial role in 360 Marketing. It involves collecting and analyzing data from multiple sources to gain insights into customer behavior and preferences. These insights inform marketing strategies, enabling businesses to create personalized and relevant experiences for their target audience.|
|– Integrated Campaigns||360 Marketing emphasizes the integration of marketing campaigns and messaging across channels. Integrated campaigns ensure that the brand’s messaging is cohesive and aligned, maximizing the impact of marketing efforts.|
|Characteristics||360 Marketing is characterized by the following attributes:|
|– Consistency and Cohesion||A key characteristic of 360 Marketing is consistency. It strives to maintain a cohesive brand identity and message across all touchpoints, reinforcing brand recognition and trust.|
|– Personalization||Personalization is a core component of 360 Marketing. By leveraging data and insights, businesses can tailor their marketing efforts to individual customer preferences, delivering relevant content and offers that resonate with the target audience.|
|– Customer Journey Mapping||360 Marketing involves mapping the customer journey from awareness to conversion and beyond. This allows businesses to identify key touchpoints where they can engage with customers effectively and provide value at each stage of their journey.|
|– Cross-Channel Analytics||Analytics tools and platforms are used to monitor and measure the performance of marketing efforts across various channels. This data-driven approach helps businesses assess the effectiveness of their strategies and make data-driven optimizations.|
|Examples of 360 Marketing||360 Marketing strategies are evident in various industries and marketing campaigns:|
|– E-commerce||E-commerce businesses often employ 360 Marketing to create a seamless shopping experience. This includes personalized product recommendations, email marketing, retargeting ads, and consistent branding across websites and social media platforms.|
|– Retail||Retailers use 360 Marketing to engage customers across both physical and digital channels. This can involve in-store experiences, loyalty programs, social media marketing, email marketing, and personalized offers based on customer purchase history.|
|– Automotive||Automotive companies implement 360 Marketing to guide customers through the entire car-buying journey. This may include online research, test drives, personalized email marketing, and post-purchase support to create a cohesive and satisfying customer experience.|
|Benefits and Considerations||360 Marketing offers several benefits and considerations:|
|– Enhanced Customer Experience||360 Marketing enhances the overall customer experience by delivering consistent messaging and personalized interactions. This can lead to increased customer satisfaction, loyalty, and advocacy.|
|– Improved Marketing ROI||By analyzing data and optimizing marketing efforts across channels, businesses can achieve a higher return on investment (ROI) for their marketing spend. Targeted and personalized campaigns are more likely to resonate with customers, resulting in improved conversion rates and revenue.|
|– Complexity and Resource Allocation||Implementing a 360 Marketing strategy can be complex and resource-intensive. Businesses must allocate the necessary resources, including personnel and technology, to manage data, analytics, and campaign execution effectively.|
|– Data Privacy and Compliance||Collecting and using customer data for personalization requires businesses to adhere to data privacy regulations and ensure the security of customer information. Maintaining trust and compliance is critical to the success of 360 Marketing efforts.|
Understanding 360 marketing
The implementation of such a plan means the business maintains a consistent presence across multiple online and offline channels.
This more holistic approach ensures the business does not underrepresent itself in certain areas.
Having said that, the business must do more than be present.
What’s more, brand messaging should be consistent and appropriate to each touchpoint, platform, and device.
The eight elements of a 360 marketing plan
Nevertheless, here are some elements which we consider to be non-negotiable in both the online and offline arenas.
Although a website is often the first time a consumer encounters a brand, many are slow, outdated, and unloved.
To convey trust and authority, websites should be well designed, load quickly, and be optimized for user experience.
Search engine optimization is a free and consistent source of traffic provided the business can produce quality content and respond to Google’s famous search algorithm updates.
SEO is used in conjunction with content marketing that entertains and informs the reader simultaneously with videos, pictures, and relevant data.
When implemented correctly, pay-per-click advertising is also an integral part of 360 marketing.
The business must be able to target the right mix of keywords and build landing pages with offers that convert.
One of the best ways to turn a prospect into a customer.
Businesses can segment their lists according to various criteria or where the consumer is in their purchasing journey.
Many businesses fail to utilize social media marketing.
Some use their social media accounts to post content that does not align with their brand message, while others experience stage fright and post nothing at all.
Above anything else, the business should add value to the social media landscape and actively respond to follower messages.
Despite being superseded by online marketing, offline marketing is by no means dead and buried.
With that in mind, let’s take a look at some of the offline aspects of 360 marketing.
PR has and always will be a vital cog in any marketing campaign.
Many choose to attract media interest in a product or service as means of fostering expectation or appreciation amongst consumers.
When the Getty Museum in Los Angeles had to close because of the pandemic, it encouraged social media followers to recreate their favorite artwork from home and share a picture of the result.
The public relations campaign was engaging for both the fans that participated and those who were entertained by the sometimes hilarious reproduction attempts.
Bricks-and-mortar store marketing is still a worthy component of 360 marketing.
Most associate store marketing with promotional displays and customer service, but other opportunities involve trade shows and community engagement at local events.
TV, radio, and print may not be as popular as they once were, but in some markets, this has reduced competition.
What’s more, marketing via these mediums is sometimes the only way to cut through the distraction of social media.
- Website teasers for product launches
- SEO for product keywords
- PPC ads for product campaigns
- Email marketing to notify subscribers
- Social media campaigns for brand engagement
- Public relations events for major announcements
- In-store product displays
- TV commercials during significant events
- Website for product information
- SEO for electric vehicle-related keywords
- PPC ads for promotions
- Email marketing for updates
- Active social media presence
- Media coverage for innovations
- In-store test drives
- TV commercials for broader reach
- Well-designed website
- SEO for product-related keywords
- PPC ads for seasonal campaigns
- Email marketing for promotions
- Strong social media engagement
- Public relations for corporate responsibility initiatives
- In-store displays
- Occasional TV advertisements
- Website showcasing product lineup
- SEO for sports apparel-related keywords
- PPC campaigns for new releases
- Email marketing for exclusive offers
- Active social media engagement
- Public relations events featuring athletes
- In-store experiences
- Occasional TV commercials
- Website displaying fashion collections
- SEO for fashion-related search terms
- PPC ads for special promotions
- Email marketing for product launches
- Social media campaigns to engage with fashion enthusiasts
- In-store visual merchandising
- Occasional TV advertisements for major campaigns
- User-friendly website for movie and theme park information
- SEO for movie-related keywords
- PPC ads for movie releases
- Email marketing for loyalty programs
- Active social media presence
- Public relations events for premieres
- In-park experiences
- TV commercials for major releases
- Websites with drug information
- SEO for medical terms
- Email marketing to healthcare providers
- Social media engagement for health awareness
- Public relations for drug launches
- In-clinic promotions
- Occasional TV commercials for direct-to-consumer drug ads
- User-friendly website for card information
- SEO for credit card keywords
- PPC ads for card applications
- Email marketing for exclusive offers
- Social media campaigns for financial tips
- Public relations events for corporate announcements
- In-person banking consultations
- TV commercials for card promotions
Key highlights of 360 marketing:
- Comprehensive Marketing Strategy: 360 marketing encompasses a variety of marketing strategies and channels, both online and offline, to reach consumers at every possible point of contact.
- Consistent Brand Presence: It ensures that a business maintains a consistent presence across multiple online and offline channels, avoiding underrepresentation in certain areas.
- Cohesive Brand Image: Each integrated marketing strategy within a 360 marketing plan should convey a clear and cohesive picture of the brand. Brand messaging should be consistent and tailored to each touchpoint and platform.
- Eight Essential Elements: A 360 marketing plan typically includes the following elements:
- Website: An essential online touchpoint, websites should be well-designed, fast-loading, and optimized for user experience.
- SEO (Search Engine Optimization): Improving web page visibility on search engines to bring organic traffic to the website through quality content and keyword optimization.
- PPC (Pay-Per-Click): Effective PPC advertising involves targeting relevant keywords and creating high-converting landing pages.
- Email Marketing: Utilizes tactics to build brand strength, drive traffic, and convert leads into loyal customers, with the ability to segment email lists based on various criteria.
- Social Media: Leverages platforms like Facebook to build brand awareness and sales funnels, but requires consistent and value-driven content creation and interaction with followers.
- Public Relations: Vital for fostering consumer interest and appreciation, PR can attract media attention and create engaging campaigns.
- In-Store Marketing: Bricks-and-mortar store marketing includes promotional displays, customer service, trade shows, and local community engagement.
- Traditional Advertising: While not as popular as online marketing, TV, radio, and print advertising can still be effective in certain markets, offering ways to cut through the distractions of social media.
- Online and Offline Integration: 360 marketing seamlessly integrates both online and offline marketing efforts to create a comprehensive and effective strategy.
- Adaptation and Consistency: It requires businesses to adapt their marketing efforts to each platform and device while maintaining consistent messaging.
What are the elements of a 360 degree marketing plan?
What is 360 degree marketing strategy with an example?
360 marketing is a holistic marketing strategy that should incorporate a website, SEO, PPC, email marketing, social media, public relations, in-store relations, and traditional forms of advertising such as television. Take the case of an advertising campaign comprising desktop, mobile, and various places and touchpoints in the customer’s journey, which create a multi-touch experience along the way.
Visual Marketing Glossary