Different Aspects That Can Drive a 360-degree Marketing Plan
‘Marketing,’ the oft-repeated jargon that businesses use and, without doubt, fundamentally one of the critical essentials of growth-driven strategies that companies have employed ever since trade began, remains the prime strategy when growth, expansion, sales, and exposure of the brand is concerned. Over the years, the process kept evolving with time, but none more so than the advent of this current digital age where conventional marketing plans have taken a back seat and a more rounded, all-inclusive integrated campaign has become the norm.
This new norm is colloquially termed 360-degree marketing. 360-degree marketing is essentially Omni-channel marketing through integrated campaigns that involves delivering focused messages spread across multiple points of customer contact, which could be anywhere ranging from traditional outlets to various other channels like websites or social media.
The goal behind the rendition of the 360-marketing plan is to get in touch with consumers irrespective of their whereabouts by using as many different channels of marketing as possible in a given particular scenario. The tracks can include right from the good old traditional outlets to various other mediums like print media, digital media like radio and televisions, and then the current hot cake, which is online marketing covering both desktop and mobile marketing.
An important question that arises immediately is regarding the choices that must be made while selecting the marketing channel from the options mentioned above. The selection of the targeted segment of consumers concerning different marketing channels, and importantly, the factors that govern this decision-making process, are also some critical issues that need to be worked upon before embarking on this process.
And this is where Data comes into play. Data is one of the critical requirements that lay down the marker for different aspects of driving a 360-degree marketing plan. The availability of data about everything the brand is into helps the brand prioritize the marketing channels to ensure the optimum efficiency of its advertising campaign. You can do it through online marketing for a select group of more tech-savvy consumers to in-shop marketing through proper outlets for another elite group of consumers who might be more traditional in their approach to consumerism.
Now let’s dive into details on some of the most prolific of the different data-driven aspects driving a 360-degree marketing plan that is commonly employed by businesses across the globe. The front and the foremost of this trend is:
Website and Social Media platforms: A business website is the first thing that today’s tech-savvy consumers reach out to whenever something catches their eye, or something of particular interest is available over it. A website with all functional features and crisp, precise, and regularly updated content creates an excellent first impression on the users and tugs them to visit that website more often. As such, businesses should always keep their website updated and eye-catching.
Along with that, the brand’s constant social media presence highlighting its products and features helps in direct engagements with customers. By ensuring active conversation, You can garner the brand’s perception through authentic customer testimonials. So it’s of paramount importance that businesses maintain an active social media presence about their brands over different channels like Facebook, Twitter, Instagram, YouTube, etc. and regularly post other content over them to keep their consumers engaged and keep the conversation going.
Events and Sales Opportunities: All the domestic and International Events and other sales-generating opportunities such as Expos, Exhibitions, and Trade fairs relevant to a business’s sector help build up the brand’s networks and increase brand visibility. Hence, despite the high investment cost of participation, participating in these events is highly profitable as it ensures the brand’s presence among the visitors and provides high-value returns in the long run.
Public Relations: Businesses should look forward to spreading their brand’s reach and making their brands known to as many people as possible. As such, the Public Relations channel is a very resourceful medium too. Influencer marketing through Public Relations channels, for example, Celebrity marketing over television channels or other digital mediums, goes a long way in influencing consumers about the brand’s image. People connect with the brand through PR channels, but the trust that PR channels have over the masses brings the same effect on the brands endorsed by them.
Cross- Branding / Brand to Brand Collaborations: Cross-Branding or Brand-to-Brand collaborations can be highly advantageous for businesses, as most of the time, such partnerships are beneficial to both brands. They can leverage each other’s consumer base and increase their business. The hold that one brand has over a group of consumers can sway them to the brand they have collaborated with, and this effect can be vice-versa with the other brand too. In short, such collaboration can be highly fruitful for both businesses.
Grassroots Marketing: And even the most traditional approach of all, i.e., Grassroot Marketing, which involves door-to-door interactions and feedback generation, and handing out flyers like pamphlets and business cards, is still an important aspect. It creates a greater interpersonal connection between the brand and consumers, thus positively impacting the potential consumers. And this is always a healthy sign for businesses.
Content: Apart from the aspects mentioned above, one cannot deny that the most crucial criterion for any marketing to make an impact is the content.
As it is rightly said, content is the King. And this aptly justifies the importance of choosing the right words and phrases to elaborate an exhibit about the brand. So whether it’s the written notes handed out as flyers, a post over social media, a blog over a website, or a written note speech handed over to a PR Influencer marketer, the correct contents ensure that pertinent information is presented to the consumers. It helps create awareness about the brands among them, can potentially generate leads, and get more business than an ordinarily drafted one.
So, considering all the different aspects that are employed over 360-marketing, businesses should ensure to keep their content authentic and correct and should be able to convey the right messages to their target audience.