360 Marketing! Benefits, Examples to How to Design It

With the rapid development of technology, marketing methods are now becoming increasingly diverse. The role of offline marketing has begun to shift and many have been sidetracked by digital marketing. But the 360 marketing strategy uses two methods at once, in order to reach more business customers.

Actually, this strategy has been known for a long time. This 360 marketing strategy is referred to as a development from the previous marketing strategy, namely the omni-channel marketing strategy.

So what is a 360 degree campaign strategy? What should it be used for? To understand more about this marketing strategy in general, let's see our explanation below until it's finished.

What is 360 Marketing

360 degree marketing is a marketing campaign strategy. The technical implementation is exactly the same as the name suggests, namely creating a marketing message which your business then sends to customers through various media. both online and offline. In doing so, implementing this strategy results in speed, effectiveness, and coherence to reach a wider range of customers for your business.

In this campaign strategy, you will spread the same message through different channels. It's like an audience standing in the middle of a circle, you convey everything from all angles.

The message conveyed in this marketing strategy must also be general in nature. Avoid marketing messages that are too specific. This is because the marketing messages that are created will be sent to consumers with each different character. Even so, the essence of the message you convey must remain the same.

So that you can better imagine what this means, here is an example.

For example, you are a marketer at a fashion company. Every rainy season, the company sells jackets as comfort jackets in the rainy season.

Well, you are in charge of marketing this jacket. With a 360 degree marketing strategy, you convey the same message, "this jacket can provide warmth on a rainy day".

This message continues to be echoed on social media to advertisements on billboards, YouTube, and television.

This is what is meant by a 360 degree marketing strategy. You convey the same message on many existing channels.

Well, usually, the message conveyed is part of the marketing mix.

The elements of the marketing mix include:

• product, what do you sell
• price, the price of the product you are selling
• place, where your product is sold
• positioning, what are you like in the eyes of the audience
• and others

Even so, this strategy is not limited to marketing mix messages, yes! You can still use it for any campaign.

Channel 360 Degrees Marketing

The main goal of 360 marketing campaigns is to achieve a high ROI or Rate of Return on Investment. To achieve high ROI, you must maximize the various available marketing channels. The following are some marketing channels that you can use:

1. ATL (Above The Line)

ATL is a marketing channel that does not have a specific target consumer group. You can use this ATL channel to deliver marketing messages to all types of consumers regardless of age, gender, hobbies or consumer behavior.

Therefore, this marketing channel has a very wide market reach. If you have a new brand and want to get as many consumers as possible, then this ATL channel is a suitable channel choice.

Examples of implementing ATL channels in 360 degree marketing are brochure, bulletin, radio, TV, newspaper and outdoor advertising, both digital or DOOH and general advertising or OOH.

2. BTL (Below The Line)

If ATL does not have a specific target consumer category, then BTL is the opposite of ATL. BTL is a focused marketing channel and has a specific consumer segmentation target. Because it has a specific target consumer, BTL is also often known as a direct marketing strategy.

The form of marketing that you can do in this BTL channel is to provide marketing messages that are easy for consumers to remember. You should also focus more on hard selling strategies than soft selling.

Examples of using BTL in marketing strategies are holding events or direct product exhibitions, large-scale sales, and so on.

3. TTL (Through The Line)

As the name implies, this marketing channel is between ATL and BTL. TTL is a marketing channel which is the result of a combination of ATL and BTL. An example of implementing a 360 marketing strategy in TTL is through digital marketing.

The Benefits Using 360 Marketing Strategies

360 degrees marketing is a very large form of marketing campaign. Because it has a very large target market segmentation, the costs you need for this marketing strategy are also very large. Then what are the moments that require 360 marketing campaigns?

1. Brand Positioning

Brand positioning is a marketing strategy that aims to build brand awareness among consumers. You can carry out this strategy by building strong interactions between consumers and the brand.

To build brand awareness among consumers, you need a wide range of media.

2. Rebranding

The use of marketing 360 that you can apply is when carrying out a rebranding strategy. Rebranding is a concept of introducing a brand by using a new image to consumers.

3. Introduction to New Products or Services

Introduction of new products or services is also a good time to implement 360 degree marketing. This is because you will be able to divert all consumer attention to the new product or service that you are launching.

4. Prioritize Campaigns

Prioritize campaign is a condition when your brand is asked to conduct a campaign at a certain event. One of the campaigns that is often used to showcase brands is Independence Day.

These conditions are also the right conditions for using a 360 marketing strategy because you will have the opportunity to get enormous engagement from consumers.

5. Revive Less Performed Products

Revive less performed products is a condition in which a brand has poor sales performance due to an inappropriate marketing strategy. In these conditions, you can use 360 marketing to help reverse a brand that is underperforming and significantly increase sales.

How to Use 360 Degree Marketing for Business

So, now, where can you do 360 degree marketing?

Create a Brand Website

Surely every digital marketing business must have a business website to advertise products. The website is also an identity that should be brought to the surface. So, to maximize the 360 marketing strategy, businesses must have a website.

Website Optimization and SEO

When implementing a 360 degree digital marketing strategy, the audience will start searching for products or services using the keywords used in the campaign. Therefore businesses should invest in SEO and design to increase conversions.

Paid Ads

Another important or additional part of maximizing campaigns is running relevant paid ads on each channel such as text ads, CPM, CPA and CPC. Even though it requires a lot of money, this method is still very effective for exposing brands to a wide audience.

Content Marketing

Content marketing is a form of marketing with a cool idea for creating an effective 360 digital marketing strategy. During the campaign, marketers can create content using a 360 degree marketing approach.

Email Marketing

One of the best ways to generate leads is by providing them with valuable information and encouraging them to convert with email marketing.

Social media

Currently, social media platforms such as Facebook, Instagram, and TikTok have become an irreplaceable part of the 360 marketing strategy. Where social media provides a place to advertise brands to potential customers.

Program

Conducting activities such as exhibitions, contests, product launches, or communities opens business opportunities to promote their products effectively. Moreover, combining the 360 digital marketing strategy helps brands and events connect with more customers, thereby helping to strengthen the business brand image.

Traditional Marketing

The 360 degree digital marketing strategy can also be carried out by traditional marketers such as promotions through television, billboards and magazines which are still effective today. With traditional marketing it helps businesses reach local markets with more potential customers.

Closing

That's our explanation of the 360 marketing strategy, starting from understanding, the right time to use it, and the various channel choices in it.

However, to implement this strategy, of course you need the right budget so that it can run optimally.