The 360° approach to marketing is not exactly new in the field of advertising and branding. Coca-Cola has been carrying out 360-degree multichannel campaigns for years with such amazing results that it seems the brand will continue adapting and employing this strategy.
If you haven’t tried using a 360° marketing strategy before and want to give it a try now, as the leading digital agency in Dubai, we’ll give you an overview of what this approach is all about and the benefits it offers. We’ll also share tips to help you create a plan that works for you.
What Is a 360° Marketing Strategy?
A 360° marketing strategy is an extensive marketing plan with the primary goal of reaching your target audience on various platforms.
It entails using both online and offline marketing channels and materials to get your brand out there and enable more people to be aware of your company and products or services.
Because of this approach, your chances of boosting brand awareness among your potential customers become higher since they’ll come across your ads or messages wherever they are, whether they are online and using a device or not.
When a 360° marketing strategy is created and implemented correctly, you can:
- Extend the reach of your marketing campaigns.
- Ensure consistency in messaging, which can lead to improved brand awareness and recognition.
- Increase lead generation since using multiple channels and platforms allows you to engage with more potential customers.
- Boost retention, loyalty, and brand advocacy since this strategy helps nurture your current customer base.
What Are the Best Tips for Creating Your First 360° Marketing Plan?
Since each brand is unique and their target audience distinct, creating a perfect, powerful 360° marketing strategy on your first try can be tricky and challenging.
However, with the right tips and practices, you can avoid making plenty of time-consuming and costly mistakes that can render your strategy ineffective.
Below are five of the best tips to keep in mind as you create your first 360° marketing strategy:
1. Understand your target audience.
The cornerstone of all effective marketing and branding campaigns is knowing who your target audience is and where you can find them.
Without these details, you will only waste all the time and money you put into creating your marketing plan.
You can get key information about your target audience by conducting interviews, surveys, polls, and other forms of research. Although doing this can be time-consuming, you will be able to identify the needs, preferences, and interests of your potential customers with data-driven facts.
This step will also help you determine which platforms and channels your target market is, which will play a key role in the success of your 360° marketing plan.
2. Set your goals.
Identifying your objectives for your marketing strategy enables you to build a strong and effective plan around them.
A 360° marketing plan will end up being confusing and incomplete when it is not based on your target goals.
Be specific with your purpose. Increasing brand awareness is different from launching a rebrand; each requires a particular set of goals, research, strategy, and implementation.
Because of this, you’ll need to take time to think clearly about the objectives you want to achieve for each activity or event.
3. Establish your positions in your customer journey map.
Reaching your target audience at the right time and place is crucial for a 360° marketing strategy to work.
You can ensure this happens through customer journey mapping.
Study your customers’ journey starting from the time they come across your brand, when they make a purchase, and when they become your advocates.
Throughout this journey, your points of contact with your customers will change. Because of this, you have to know how you can reach them at different stages.
This means identifying which channel or platform your customer will likely be at each touchpoint and creating and displaying content that they can use to get more information about your product or service and brand.
4. Identify and understand the channels you intend to use.
A 360° marketing plan involves using various platforms to get your brand and messages out and allow your target market to reach you.
Because of this, you need to create a list of the different channels you will use.
Make sure this list includes the right balance of both traditional and digital platforms. Whether you are already using or familiar with your chosen channels or not, take the time to understand them so that you’ll know how to make the most out of them.
This step will also help you create and provide consistent and suitable content that will guide your customers through their journey.
5. Make your marketing channels work for you.
Once you have chosen the channels you want to use in your 360° marketing strategy, you have to apply the right techniques, tips, and tricks to ensure they help you reach your goals.
Below are some things you can do to get the most from some of the widely used offline and online marketing platforms:
◍ Website
Make your website a powerful tool by implementing good search engine optimization practices and techniques, such as optimizing the title, description, and URL for all pages and writing and publishing well-crafted content regularly.
◍ Social media
Connect and engage with your target audience on Twitter, Facebook, Instagram, LinkedIn, and other social media platforms. Also, use organic content creation and paid advertising to maximize your presence on the different channels.
You can work with a reputable social media agency in Dubai to come up with a social media marketing plan to integrate with your 360° marketing plan.
◍ Face-to-face marketing
This strategy entails reaching out to your target audience by joining conferences, trade shows, and local community events. Networking is also a crucial part of this traditional marketing strategy.
◍ Outdoor marketing
Outdoor marketing means using outdoor media and tools, such as billboards, banners, posters, and bus advertising. This strategy has been around for years, making it one of the tried-and-tested lead generation methods.
A 360° marketing strategy requires plenty of planning, customization, and effort. If you want your plan to work, don’t hesitate to partner with an agency that can guide and assist you throughout the entire process.
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