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You have the chance to connect with a much larger audience if you have the correct knowledge and the right digital marketing plan.
Did you know that, on average, consumers interact with approximately 900 different touchpoints while shopping for a vehicle? The customer’s journey, which consists of these touchpoints, might be confusing.
However, firms can employ a 360-degree digital marketing strategy to better understand the consumer journey.
What Is 360 Digital Marketing?
The goal of a 360 marketing strategy is to contact the target demographic through many platforms and channels.
As it permeates across the entire consumer experience, this type of strategy typically incorporates both traditional marketing and digital marketing platforms.
Essentially, a 360 marketing approach will make sure that clients, wherever they may be and whatever device they may or may not be utilising, have a great communication experience.
An integrated campaign using targeted messaging and several different platforms is called 360 digital marketing. The key is to make sure your plan doesn’t have any significant gaps that could allow you to miss out on potential clients or high-quality lead generation. Ideally, a multi-channel marketing campaign would provide the same message to your customers at numerous touchpoints.
What Does 360 Digital Marketing Campaign Contain?
The following components may be included in a 360 digital marketing campaign:
- Search Engine Optimisation (SEO)
- Content promotion
- Posts on social media
- Pages of websites
- Pay-per-click (PPC) marketing
- Client Relationship Management
- Sending outbound emails
- Nurturing inbound leads
What Are The Benefits of a 360 Digital Marketing Campaign?
Employing a 360-degree marketing strategy benefits brands greatly. Here are just a handful of the primary advantages of using this strategy.
More strategically plan your sales and marketing campaigns.
The potential to expand the reach of your present marketing and sales teams is one of the main advantages of using a 360-degree strategy for marketing.
By utilising recent insights, this strategy enables your marketers to develop far more smart marketing campaigns and sales.
For instance, your marketing and sales staff can develop a campaign that specifically addresses a customer’s interest if you notice that they frequently purchase home décor.
Recognise consumer trends and behaviour
Brands can gain a deeper understanding of their consumers’ behaviours and interests by using the 360-degree strategy.
The same is true for healthcare personnel who are able to comprehend both the medical background and habits and behaviours of their patients.
Does the patient routinely schedule wellness exams? What preventive steps are possible given the patient’s medical history?
More Personalised Shopping Experiences Should Be Offered
A personalised 360-degree marketing strategy aids in delivering more personalised experiences because the user experience is so crucial.
Brands can use data to provide a personalised experience for every shopping trip a customer makes.
Financial firms, for instance, have access to a variety of data about their clients, including their age. Having said that, they can start sending out personalised retirement plans and related information once the user reaches a particular age.
Steps To Make 360 Digital Marketing Campaign
There are a few elements that must be included for your 360 marketing plan to be successful and efficient.
1. Recognise Your Target Audience’s Location
Determine who your target audience is and where they are before you dive too deeply into your marketing campaign and develop a plan.
To deal with the platforms where your target audience is, you should focus more narrowly overall. Spend some time investigating your target audience and the channels via which they are most likely to hear and respond to your message.
2. Establish Your Goal and Plan
Once the “where” has been determined, it is time to decide what your marketing strategy will accomplish. Perhaps you want to introduce a new product or increase brand recognition.
Whatever the situation, you should use the prior customer research you completed to further focus your attention based on your budget and available resources.
3. Identify the Touchpoints in Your Customer Journey.
In the end, the platforms, content, and approach you employ will change as you progress through the funnel.
You want to communicate with your target market at the ideal moment and location. You must be familiar with your customers before you can achieve this.
You must understand how to connect with your clients at each stage of the purchasing process because the points of contact will change throughout the customer journey.
4. Establish the Channels You’ll Use in Step Four
You must make a thorough list of all the channels you may employ to reach your target audience as you move forward with your 360 marketing plan.
Don’t limit your attention to just digital or traditional platforms. Instead, you ought to think about all your options.
5. Increase Social Media Engagement Rates
There are many ways to contact your target audience, but social media is one of the most popular in the modern digital era.
But there are differences between each social networking platform. Some people like using Facebook, while others despise the social media platform and favour Twitter.
As a result, you must identify your audience’s location in order to tailor your postings to them.
6. Employ Pay-Per-Click Marketing for Prompt Results.
PPC advertising should be used if you want to reach consumers as rapidly as possible with your goods and message.
Text, social media, display, remarketing, and Google Shopping ads are all used in PPC campaigns.
Although the immediate results are quite appealing, it’s crucial to keep in mind that PPC can quickly consume your cash. Your 360-degree marketing approach should include paid advertising, but it shouldn’t be the sole element.
7. Use content marketing to strengthen your strategy
The use of content marketing can be a key component of your 360-degree marketing plan.
Gather your ideas for various content formats you believe will benefit your brand. Utilise that list afterwards to link your content to your intended audience.
A variety of material should be created, including blog entries, how-to manuals, infographics, video tutorials, white papers, and ebooks.
Since you can’t be certain of your audience’s response in advance, you desire variety.
8. Lead nurturing through email marketing
Email marketing should be utilised to your advantage as you have most likely amassed a respectable list of contacts by this stage.
Effective email marketing can assist you in nurturing the leads you have generated so far and gaining the audience’s confidence.
9. Track Conversions and Keep an Eye on Your Results
Monitoring the results and keeping track of the number of conversions and their sources is necessary to complete your 360-degree marketing plan.
With some channels, you may monitor your stats up to daily, giving you the opportunity to rapidly make any necessary adjustments.
Frequently Asked Questions
Q: What is an example of 360 marketing?
Every medium is used in an integrated, consistent marketing and branding plan, including television, mobile, digital, and social media. At every point of contact with the consumer, the brand is promoted. Coca-Cola’s renowned ENJOY EVERYTHING CAMPAIGN is an illustration of a 360-degree campaign.
Q: What does “360 campaign” refer to?
A 360-Degree Marketing Campaign: What Is It? | Feedough
A 360° marketing campaign is an all-encompassing creative idea that spans the brand’s marketing mix and is created to implement a strategic brand strategy (often positioning).
Q: What are 360 marketing tools?
Why Use 360 Degree Marketing? In A Nutshell: 360 Marketing – FourWeekMBA
A website, SEO, PPC, email marketing, social media, public relations, in-store relations, and more should all be included in a 360 marketing strategy. It should also include more conventional types of advertising like television.
Disclaimer: This content was authored by the content team of ET Spotlight team. The news and editorial staff of ET had no role in the creation of this article.