The world of marketing continues to turn and concepts continue to evolve every day. The concept of 360 strategy is not from last week, but it is still fundamental today to create a successful marketing strategy. The ways in which promotional campaigns are consumed have changed and companies need to adapt to new trends. Today we educate you about 360 Marketing and tell you how to take advantage of different channels.
What is 360 Marketing?
360 Marketing refers to the 360-degree approach to a marketing strategy.
What is 360 Marketing?
“A 360-degree approach is about taking a broad, global view of your customer’s entire journey, from discovery to purchase, across multiple devices and touchpoints.”
360 Marketing is a concept closely related to omnichannel marketing strategy. Multichannel marketing describes the strategy for reaching prospects and customers across different communication platforms or “channels.”The goal is to interrelate all channels, interact with customers holistically and ensure they have a wonderful overall experience with the brand, regardless of the channel.
|The ultimate goal of 360 Marketing is to build a stronger relationship between consumers and the brand on the channels where customers are active.
In the pre-digital era, the most common 360 Marketing channels were television, radio, print media such as magazines and newspapers, some trade show booths…
In our current digital world, the number of channels where companies communicate with their market is constantly growing. offline ads still exist but, obviously, we are already focusing more on online channels: web, blog, social networks, email marketing, etc.
Are you planning to create a 360 marketing strategy? We’ll help you get started with the 4 most important points to keep in mind:
1. Choose the channels that your buyer persona has in mind
The first step should be to know your market and know where they are, so you can communicate with them in the way that most appeals to them. Creating profiles of your buyer personas will help you define the channels you should use in your 360 strategy. With so many digital channels, you now have numerous ways to reach your consumers and educate them about your product.
Buyer personas will help you define the channels you should use in your 360 strategy.
2. Tell a story on all channels
Make sure you create a single, consistent image of your brand across all channels. Communicate it clearly to avoid customer confusion. Your customers should receive the same experience across each and every channel you use. A consistent brand image and message ensures a greater sense of familiarity and relationship with the brand.
A consistent brand image and message ensures a greater sense of familiarity and relationship with the brand.
3. Tailor the message to each channel
Don’t forget to adapt your messages for each channel. Think about your customers: what is the content they are looking for on your website? What format works best in email marketing or social media? Your message should be in harmony with the tone of the channel.
4. Analyze and optimize
Analysis and optimization are the most important parts of any marketing strategy. You will reach success only if you run tests and trials, learning which channels work best for your business and optimizing your messages and strategies. The feeling of working more efficiently, along with optimizing the use of each channel, will help your 360 marketing strategies. And all with the goal of creating an individualized customer experience.