Unknown Facts About 360 Marketing Campaigns
Now that we have seen the difference between traditional and digital marketing, let’s think about how these differences can be used to create an overall integrated marketing strategy. Traditional and digital marketing both have weaknesses and advantages that can be used throughout the buyer’s journey in order to achieve broader marketing goals. By thinking this way you can understand the importance of aligning with another marketing department, beyond the digital marketing team, working in collaboration is key to move your leads through the funnel and convert. Using the full circle of marketing tactics is called a 360 or integrated marketing strategy.
The mainstream definition of a 360 marketing strategy is defined as a marketing plan that is both online and offline, on social media, and more. It’s a holistic promotion that truly covers all the bases. Nike is a great example — its product is the shoes while its wearable tech, the FuelBand, is an extension of brand values. In short, to be truly 360, a campaign would need to encompass everything — mobile, digital, television and social.
What are some of the benefits of using an integrated 360 marketing strategy? We have touched on a couple of advantages already in the previous slides, but let’s list a couple of precise benefits of an integrated, 360 marketing campaign.
- Covers the entire buying cycle: Each media channel, offline or online, is good at achieving specific marketing objectives. Used together, they can cover the full spectrum of the consumer’s journey to move them through the funnel.
- Tap into each audiences’ point of contact: In today’s media landscape, your audience is not attached to one particular type of media, they will travel across digital television, print and other media. Being present across all of them allows your brand to resonate and follow them as they move through their day. Integrated marketing campaigns allow you to adapt to media consumption seasonality and daily trends.
- Optimize for scale and relevance: Traditional media types are good for scaling as they reach a great number of people in little time, while digital media are good for relevance and attracting specific consumers. A 360 campaign can help attract the correct consumers that are most likely to convert while helping your brand being discovered by potential prospects.
- Provide a complete marketing experience to the audience: For the audience, having a full brand experience is an extra. If they have experienced the brand online, they might want to experience it offline through the store experience or see the brand in the street or on TV when they don’t expect it. That for brands is a great repetitive process and creates familiarity with the audience. Consumers are able to align with what they have seen on mass media while receiving targeted messages online.
Measure results effectively: Because traditional media are harder to report on in terms of ROI, using digital strategies can bring an additional light on how the audience actually interacts and reacts to the content and can also help measure the impact of traditional media. For instance, if a brand runs an ad on TV at 8pm, and in their website analytics see a trend at a similar time they can draw a conclusion on the effectiveness of the ad.
I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.
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