360-marketing

What Is 360 Marketing? 360 Marketing In A Nutshell

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

360 marketing is a marketing campaign that utilizes all available mediums, channels, and consumer touchpoints.

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

By definition, a 360 marketing plan can incorporate virtually any marketing effort. 

Nevertheless, here are some elements which we consider to be non-negotiable in both the online and offline arenas.

Online

A website

Although a website is often the first time a consumer encounters a brand, many are slow, outdated, and unloved.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.

SEO

seo-checklist
SEO or search engine optimization stands for the practice of improving the understanding of your web pages for commercial search engines to enable them to connect you with your core audience, thus bring organic traffic back to your website. SEO can be done on-page or off-page.

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.

PPC

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.

Email marketing

email-marketing
Email marketing leverages a set of tactics to build a stronger brand, drive traffic to your products, and build a solid funnel for converting leads into loyal customers. While email marketing isn’t new, it’s still one of the most effective marketing strategies to build a valuable business.

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.

Social media

facebook-marketing
With one of the broadest audiences and psychographics on earth, Facebook is still one of the most effective marketing platforms for brands to build both brand awareness and sales funnels. As part of a digital marketing strategy, leveraging social media can effectively build a solid company.

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.

Offline

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.

Public relations

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.

In-store

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.

Traditional advertising

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.

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.

Types Of Marketing Connected To 360 Marketing

Email Marketing

email-marketing
Email marketing leverages a set of tactics to build a stronger brand, drive traffic to your products, and build a solid funnel for converting leads into loyal customers. While email marketing isn’t new, it’s still one of the most effective marketing strategies to build a valuable business.

Affiliate Marketing

affiliate-marketing
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Influencer Marketing

influencer-marketing
Influencer marketing involves the marketing of products or services that leverages the popularity, expertise, or reputation of an individual. Influencer marketing is often associated with those who have large social media followings, but popularity should not be confused with influence. Influence has the power to change consumer perceptions or get their audience to do something different.

Sustainable Marketing

sustainable-marketing
Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.

E-commerce Marketing

e-commerce-marketing
E-commerce marketing is part of the digital marketing landscape, and beyond, where e-commerce businesses can enhance their sales, distribution, and branding through targeted campaigns toward their desired audience, convert it into loyal customers which can potentially refer the brand to others. Usually, e-commerce businesses can kick off their digital marketing strategy by mastering a single channel then expand for a more integrated digital marketing strategy.

Buzz Marketing

buzz-marketing
Buzz marketing leverages the power of word-of-mouth advertising to create products or services with enough novelty that they go viral. In many cases, buzz marketing leverages on versatile content that can easily scale and be readapted to various contexts and fear of missing out (FOMO) to amplify the effect of word-of-mouth campaigns.

Shotgun Marketing

Shotgun Marketing
Shotgun marketing is a form of above-the-line (ATL) marketing, where popular mediums such as TV and radio are used to market to a mass audience. This technique of marketing targets as many consumers as possible. Also known as mass marketing, the technique attracts a large number of leads that, on average, might be of lower quality in nature.

Multichannel Marketing

multichannel-marketing
Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Inbound Marketing

inbound-marketing
Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Partnership Marketing

partnership-marketing
With partnership marketing, two or more companies team up to create marketing campaigns that help them grow organically with a mutual agreement, thus making it possible to reach shared business goals. Partnership marketing leverages time and resources of partners that help them expand their market.

Growth Marketing

growth-marketing
Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

guerrilla-marketing
Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Ambush Marketing

ambush-marketing
As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Relationship Marketing

relationship-marketing
Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

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