What is 360 degree marketing?

In this article, we are going to talk about the 360-degree marketing campaign its main components, and how we can make money from it. 360-degree marketing is a type of holistic marketing that uses a combination of brand elements spread across multiple platforms, but catering to a singular core idea. In other words, a brand uses a 360 marketing strategy that includes television, internet platforms, billboards, product packaging, and other traditional media. All these competitions are tied to one main element of advertising, which is known as a 360-degree marketing campaign.

Stay with us in this article to learn about 360-degree marketing, its strategies, and campaigns.

Table of Contents

What is a 360-degree marketing campaign?

Probably without even realizing it, you have experienced the effectiveness of 360-degree marketing campaigns many times. The fact that you haven’t even noticed it proves how well it’s done. Maybe you notice a poster or billboard for a new pair of shoes and then hear an ad for the same shoes on the radio. You see an ad for them in your Facebook newsletter, and then you get a postcard with a coupon for them in the mailbox.

At that point, you’re looking to buy them, so you can go to the postcard landing page, designed specifically for this campaign. After you’ve made your purchase, you’ll also want to receive emails from them for similar shoes and accessories. This is the magic of a complete 360-degree thinking marketing strategy.

The goal of 360-degree marketing is to consistently present an offer.

The company seems to be everywhere and the more ads you see, the more you want what they have to offer. A 360-degree marketing campaign takes integrated marketing strategies to a new level. To consistently deliver an offer across all touchpoints, platforms, and devices at the right time, in the right place, and with the right message. This holistic approach ensures that every interaction possible with A significant prospect or customer.

This means that when your target market sees your ad tag on social media, they will also see it when they visit your website or when they receive an email from you. It is a user-centric concept that provides a complete view of the customer journey from inception to purchase and beyond, helping customers move smoothly through the process. The sign of a truly successful 360-degree marketing strategy is when there are no gaps to lose customers.

So you can answer the following questions:

Where is the best place to find clients?
How best to engage them?
What actions can be taken to convert and enjoy them?

The advanced level of data at our fingertips means we can make this vision a reality. We can create a schedule of marketing actions, based on real data, and then execute this plan in a calculated way across the media channels preferred by our clients. All of this is done with the express purpose of moving the customer and prospect along the customer journey to achieve measurable business results. Some of them have defined 360-degree marketing as a basic philosophy about integrated marketing, along with the power and new tools of Web 2.0. So, can this method specifically help you increase your income?

9 main components of a 360-degree marketing campaign

Anything related to marketing can be included in a 360-degree marketing activity, the main components include:

An effective website

Your website is often the first image of your company and it certainly makes a lasting impression on the mind of the audience. It should offer ease of use, be professionally designed, and convey an image of authority and trust. User experience is important for today’s websites. This means that loading times should be fast and websites should display well on mobile devices. In other words, they must be reactive.

When it comes to a website as part of a 360-degree marketing strategy, landing pages are essential. Sending targeted prospects to a specific page for the exact campaign you came across is what adds the consistency needed in this type of marketing. Every brand has a website. If it does not exist, it must be created immediately. Since a website serves as the core identity of a brand, any 360-degree campaign should integrate the website with it. For retailers, the same strategy can be applied to their e-commerce stores.

2- An SEO strategy

SEO (search engine optimization) means site optimization for search engines, ensuring that your website is visible in search results. Although it is a time-consuming process, SEO is what provides you with free, organic traffic that, if done correctly, will last for years.

The most important aspect of SEO is blogging, which allows you to create a steady stream of useful and engaging content and gives you a means to increase your inbound links. Internal keyword strategies and getting backlinks are also important parts of an effective SEO strategy.

3- PPC advertising

PPC advertising (pay per click) or in other words, payment per click works in another spectrum of SEO. Both work together. PPC is what gets you the immediate traffic you want, but it’s done once. SEO takes longer to get traffic but it generates traffic over and over again.

PPC is an art that requires keyword research to find the right targeting parameters to maximize results. They are not very competitive and provide a good monthly search volume. They also monitor and re-evaluate continuously to maximize results.

4- Email marketing

Email marketing is still one of the best ways to convert strangers into loyal customers. You can regularly stay in front of your customers by providing useful information, creating accountability, staying connected, and releasing important news and deals via email.

If you do your email marketing right and use software that allows you to properly segment your lists, you can learn a lot about your customers. For example, you can set up automation to individually market to people who click on a specific link or make a specific purchase on their lists.

5- Marketing through social networks (Social Media Marketing)

Social media is one of the best ways to connect with customers and potential customers. Make sure your social media actions match the image you want to project and the message you want to get across with your marketing campaigns. Value your posts, and always reply to comments and messages. Also, respond to negative comments with the right tactics.

Platforms like Facebook and Instagram are becoming an integral part of any 360-degree marketing activity. This is where a brand can target its audience and create a follower base for its marketing idea. For new brands, it is these operating systems that create the most brand awareness.

6- Content Marketing

Content marketing is the marketing of today because it provides great value to your followers and makes Google happy at the same time. Through quality content, you can increase brand awareness, establish your company as a trusted expert, engage new customers, and drive organic traffic. Content is one of the most essential forms of marketing, and this is where the idea of 360-degree marketing comes into play. All forms of content, both marketing and non-marketing, must have a 360 approach.

7- In-store/In-person

In-store and in-person marketing is still an important part of a 360-degree marketing campaign for most companies. What you say in person and what you display in your store or office should match what you say in digital marketing. In-person tactics may include visiting trade shows, attending local events, participating in your community, making sales calls, and going to networking events.

8- Public relations

Public relations is an essential part of any successful 360-degree marketing activity. What you say to the communities you do business with should align with the rest of your 360-degree marketing strategy. Public relations students focus on communication.

9- Advertising and traditional printing

Billboards, newspapers, radio and television ads, etc., are platforms that cater to a large number of consumer bases and therefore should be included in your 360-degree marketing campaigns. They also give you access to local markets, thereby creating a marketing idea locally.

360-degree marketing principles

1- Stability

One of the basic principles of the 360 approach is that your campaigns must be completely integrated to complement each other. By definition, this means you can ensure consistency across campaigns, both in your creative and messaging. Of course, you can mix and match items to the extent that allows you to address concerns and requirements that are important at each stage of the customer journey. You can also restate your core value proposition and reinforce specific messages through repetition.

2- Production leadership

It is important to develop and foster a mindset that embraces the challenge of communicating and actively engaging with your target customers wherever possible. A 360-degree model allows you to place your customers where they want to be, allowing you to deliver content designed to engage them, in the right place, at the right time, via device. Convey appropriately and with the correct message.

An analytical and data-driven approach to lead generation can save your sales team time. Otherwise, they may be following dead ends, allowing you to get better ROI on your campaigns by focusing on the most effective channels.

3- Ability to react to customer settings

With the growth of mobile technology and social networking (among other emerging trends), there have never been more ways to reach and connect with customers and clients. Of course, your customers will each have their preferred channels and techniques, which will generally be the ones that respond best to them. The explosion of big data has opened the possibility of more analytical thinking in this sector. Providing content in the format you want, be it email, SMS, or even direct mail, is very important. Once you determine what works best, you can allocate resources to those that are more successful.

4- Persuasion and conversion

A 360 digital approach is so powered by insight and data that you’ll be able to build a nuanced picture of your customer—their motivations, their day-to-day challenges, and often their most common objections to your product or service. This allows you to tailor your messaging to directly address these objections and appeal directly to your customer’s needs and wants through any digital campaign, through any channel. This makes the whole process infinitely more scientific, and in doing so, reduces the element of success and hope in your conversion strategy.

5- Make your customers happy

The sales funnel doesn’t end after customers are approached and converted. The next step is to provide excellent service and after-sales care to the point where fans are surprised and ideally brand ambassadors willing to support and promote your brand to others.

The holistic nature of the 360 approach means you can focus not only on driving new leads, nurturing and converting them but also on your existing customers. Showing these people a little love can have tremendous benefits, fostering valuable repeat business and building a powerful level of business advocacy.

6- Close thoughts

A 360-degree digital approach can bring significant benefits to your business at every stage of the sales funnel. Modern consumers expect a simple, unified, and consistent approach across all digital media – relying on marketers’ phenomenal amounts of data at their fingertips to inform every aspect of your competitive plan. Leave it to key stakeholders and you can maximize your efforts at every stage of the buyer’s journey.

When to use a 360-degree campaign?

Below is a list of business situations where a 360-degree marketing approach may be beneficial.

Rebranding strategy

When a brand wants to present a completely new image of itself to the target market, a 360-degree campaign helps it turn over a new leaf in the consumer’s psyche.

2- Prioritize advertising

A brand is usually required to deliver a marketing campaign during the holiday season or for special events. In such cases, this campaign has priority over other activities and can integrate a 360-degree approach.

3- Visualization of the brand name of the building

When a new brand is launched, it is very effective to use a single marketing element across all of your competition using a 360-degree marketing approach.

4- To market a new product or service

New product launches are the perfect time to use 360-degree marketing strategies because they direct all customers’ attention to the new product or service.

5- Reviving products with lower performance

It often happens that a product underperforms in the market due to poor marketing. A 360 marketing campaign can help restore this path and boost sales.

Things that should be considered in 360-degree marketing

A 360 marketing campaign is about a coherent message

Simply put, a 360 marketing program is an integrated campaign with focused messaging that plays out at different points of customer contact. While it doesn’t seem that different from marketing in general, a successful 360 campaign comes down to the thoughtful placement of your message and tailoring it to each channel’s unique audience, but ultimately driving a single, unified message.

2- Let the data guide your 360 campaign

A 360 marketing campaign does not mean being everywhere. Its purpose should be to give your current and prospective customers the illusion that your brand is everywhere. So, before you jump into the creative and eye-catching version that can blow up your campaign, you need to dig into your data to choose which channels you want to include in your campaign.

Are your customers already engaged with your brand? Are they all on Facebook or do they find you on YouTube? What do they say or think about your brand? What other interests do your customers have in common? How does your brand currently play an active role in their lives? Determining the brand message you want to convey and your chosen audience will inform your 360 Degree Marketing campaign and instruct you on how to assign the larger message to the relevant selected channels—from digital to experiential to Social to out-of-home advertising. From an analytical point of view, choosing only the right mediums and channels for your 360 marketing campaign will help you spend wisely, get the most out of your ad spend, and in turn, measure your ad effectiveness.

3- Think about the duration of your 360 marketing campaign

Before you brand your campaign on 360 marketing, you need to consider what steps two and three of the campaign will look like. Does your message become top of mind as your brand? Can you iterate on this campaign theme? Are you opening more or new channels? Are you planning to make your 360 marketing campaign effective or sustainable?

Developing a 360 marketing campaign is ultimately a balance between message and channels: you want to have an overarching message that can resonate with each channel’s target audience. Cross-reference your analytics to meet your customers in that location and then broadcast your message across those key channels to create a successful and impactful 360 campaign.

Examples of 360-degree marketing campaigns

Dunkin’ Donuts 360 campaign

When Dunkin’ Donuts launched their ordering app. They used a 360-degree marketing approach to ensure maximum market potential was achieved. And sure enough, the program was quite successful at launch. They created a promotional video that was the centerpiece of the campaign and all of their marketing was based around it.

2- Coca-Cola campaign “Summer of Sharing”

For the first time in more than a century, Coca-Cola decided to replace its logo on the bottle with popular names. The label above this name contained the trademark and read “Share Coca-Cola with you” and the name was placed in the center of the packaging label. They brought their entire marketing to a similar theme of sharing a cold coke in the summer and it was a huge success for the brand.

Posted on 20 December 2023.