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.
Understanding 360 marketing
In essence, 360 marketing refers to any marketing plan that reaches consumers at every possible point of contact. 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. Each separate but integrated marketing strategy must paint a clear and cohesive picture of a brand. 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Although a website is often the first time a consumer encounters a brand, many are slow, outdated, and unloved.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. Email marketing is a more traditional form of online marketing, but it is also one of the most effective. 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.
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.
Types Of Marketing Connected To 360 Marketing
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