What is 360-degree marketing strategy? 5 facts

What is 360-degree marketing strategy: 5 key facts

Today, we live in a highly competitive world, where companies are in a constant struggle to capture the public’s attention. This scenario has made the creation of effective marketing strategies an increasingly complex and costly challenge.

Given this reality, the concept of 360-degree marketing has emerged, a strategy that SME owners and entrepreneurs should explore in order to stand out in this competitive environment.

Evolution of marketing: From traditional to digital

In earlier times, marketing and attracting potential customers were the exclusive domain of large companies. Traditional media such as radio, press and television were accessible to those with economic resources, generating little competition for the consumer’s attention. Today, the advent of digital marketing has leveled the playing field, allowing SMEs and entrepreneurs to access more affordable marketing strategies.

However, the complexity today lies in the need to combine traditional and digital approaches to stand out in the consumer’s mind. Here we explain why it is crucial to investigate this approach and how to implement it effectively.

1. What is 360 degree marketing?

The 360-degree marketing strategy is a comprehensive approach that seeks to leverage all the tools available in the marketing world to captivate potential customers. It is called “360 degrees” because it embraces the consumer in all senses and places, merging traditional, digital and interactive advertising.

In addition to traditional channels such as print, radio and television, the 360-degree marketing strategy incorporates digital elements such as websites, email marketing, social media and search engine optimization (SEM-SEO).

This strategy requires synchronization and in-depth market research to understand consumer needs and concerns. It seeks to communicate what is being offered, where and how it is distributed, who the potential customers are and what needs are being met.

In the 360-degree marketing strategy you must ask yourself:

What do we offer: Do we sell products or services?
Where we offer it: In which parts of the country or city we distribute our product or service.
Where we manufacture it: If we have physical points or it is a totally virtual service.
How do we distribute it: Do we have it on digital platforms? Do we deliver it by registered mail?
Who are our potential customers: Which niche of the population is targeted.
What needs do we meet: It is essential to explain this to our potential customer.

2. Key factors to implement 360° marketing

When creating a 360-degree marketing strategy, it is essential to consider factors such as:

Potential customer: Clearly define who your product or service is aimed at. Segment the market to directly reach the right potential customer and avoid trying to cover the entire audience.
Differentiation: Identify the added values of your product or service and highlight them against the competition. Avoid practices such as offering products at prices that are too low or imitating the competition.
Branding: Your company’s image must be consistent across all channels. A solid branding will help your brand to be remembered in a positive way.

3. Steps to create a 360º marketing strategy

Once you understand the factors that influence the execution of a 360 marketing strategy, the next steps are critical:

Channel identification: Know the channels frequented by your target customer and structure profiles of potential buyers to select the appropriate channels.
Brand professionalism: Present your brand in a professional manner, with solid branding and a well-designed logo that guarantees a lasting impression.
Adapt the message: Adjust the message for each channel, considering the appropriate format and tone. Be aware of the diversity of platforms and adapt your content effectively.
Results analysis: The 360 marketing strategy requires a continuous analysis of results to optimize it. Experiment, learn and adjust the strategy based on performance in different channels.

4. Traditional channels for executing the 360º marketing strategy.

Throughout history, marketing has evolved through various traditional channels. If you opt for a 360 marketing strategy, consider the following traditional channels:

Television: Audiovisual media par excellence, although costly.
Radio: Older channel than television, effective for audio transmissions.
Press: Ancestral channel that includes formats such as magazines and newspapers.
BTL Advertising: Non-conventional technique that uses media such as billboards and flyers.

5. Digital channels for 360º marketing

The digital revolution has introduced new media and tools in marketing. These digital channels are essential for a 360 strategy:

Email marketing: Effective tool to send valuable information through email, ideal for remarketing.
Social media: Platforms such as Facebook, Instagram and LinkedIn are vital to any marketing strategy, offering significant impact.
Websites: Online presence is critical, and search engines like Google play a crucial role.

CONCLUSION

In summary, the effective execution of a 360 marketing strategy, which combines traditional and digital channels, provides numerous benefits. Identifying business opportunities, adding value to your brand and building customer loyalty are results that can be achieved with precision and consistency in the implementation of this strategy.