360 Marketing: Definition, Functions, and How to Build It

Building a strong relationship with customers is no easy task. To achieve this, companies need to employ various effective marketing strategies.

One approach is to implement 360-degree marketing. This concept involves using a wide range of advertising media, from outdoor ads to digital platforms, to reach the audience comprehensively.

By using this strategy, companies can connect all existing marketing channels. This is crucial because purchase decisions often don't happen after just one ad exposure.

Therefore, adopting this strategy helps to expand the reach of product promotions and attract consumer interest in making a purchase. So, how do we do the strategy? Check out the following article for a complete explanation!

What Is 360 Marketing?

360 marketing, also known as a 360 marketing campaign, is a strategy that utilizes a variety of marketing channels, including physical, digital, and social media. This strategy involves delivering a marketing message to consumers through multiple media, both online and offline.

The message conveyed in this marketing strategy is general in nature. This means you need to avoid overly specific marketing communications, as consumers have diverse characteristics. If you succeed in creating well-crafted messages that resonate with your target market, you can achieve the desired ROI (Return on Investment).

When to Use 360 Marketing?

360 marketing is a major initiative that requires a significant investment, so it’s not always necessary to use it in every situation. Here are some scenarios or factors where this approach can be beneficial:

1. Brand Positioning

Brand positioning is a strategy to place a brand in the consumer's mind through various activities that create interaction between the consumer and the brand. The criteria for effective brand positioning include:

• Relevant

• Unique

• Clear

• Desired

• Applicable

• Clearly differentiated

• Easily recognizable features

• Verified by customers

2. Rebranding

Rebranding is for brands that want to introduce a new image to consumers, especially if the brand has been in the same position or hasn’t updated its image for a long time and plans to target new customers. Rebranding is necessary to change or evaluate the brand's image.

3. Introducing New Products or Services

Using this marketing campaign is highly appropriate when introducing new products or services because it can direct consumer attention to the new offerings.

4. Campaign Priority

Sometimes, a brand needs to highlight a campaign for a specific event or seasonal campaign, such as Christmas or New Year. In these situations, the campaign gets higher priority compared to others and can be integrated with a 360 marketing approach.

5. Reviving Underperforming Products

In some cases, products perform poorly due to ineffective marketing strategies. This marketing tactic can help revive the brand's performance and boost sales for those products.

360 Marketing Channels

To achieve the ROI set by your company, you need to maximize various marketing channels available today. Here are some media or platforms that can be used to implement this marketing campaign:

1. Above The Line (ATL)

ATL is a marketing channel that does not target specific consumers. It's used to deliver marketing messages to all types of consumers regardless of their age, gender, hobbies, or behaviors. Therefore, ATL has a very broad market reach, making it a choice for new brands that want to reach as many consumers as possible.

ATL is also very suitable for building brand awareness. You can also utilize ATL to expand consumer segmentation when launching new products. Examples of ATL channels include brochure ads, bulletins, radio, TV, newspapers, and outdoor advertising, both digital (DOOH) and traditional (OOH).

2. Below The Line (BTL)

Unlike ATL, BTL targets more specific consumers. BTL is a marketing channel that focuses on consumer segmentation.

Because it targets specific consumers, BTL is often known as a direct marketing strategy. BTL involves messages that are easily remembered by consumers and focus more on hard-selling strategies rather than soft-selling.

BTL strategies usually focus more on increasing sales than building brand awareness. The ultimate outcome that can be achieved through BTL is increased sales.

Examples of BTL application in marketing strategies include direct marketing events or product exhibitions, as well as large-scale sales.

3. Through The Line (TTL)

TTL is one of the approaches in marketing strategies that combine elements from ATL and BTL. Examples of implementing TTL strategies include digital marketing that utilizes mass advertising and segmented marketing campaigns.

3 Ways to Build a 360 Marketing Strategy

After understanding various information about 360 marketing, you also need to know how to build its strategy effectively. Here are 3 ways to build this marketing strategy:

1. Consistent Communication Across Marketing Channels

This marketing strategy is about delivering cohesive messages across various customer touchpoints. Although similar to traditional marketing, marketing 360 requires strategic and tailored message placements for each channel, yet still carrying one unified message.

This approach aims to ensure that the audience receives consistent messages, regardless of which channel they interact with your brand. Ensure the messages delivered are relevant and engaging to the audience on each channel, making your brand more memorable to them.

2. Utilize Data in Crafting Campaigns

Data is key in designing 360 marketing campaigns. The goal is not to be present everywhere but to create the impression that your brand is everywhere. By analyzing data, you can determine which channels are most effective for delivering messages and target audiences accurately.

For example, if your customers interact more through certain social media or video platforms, focus your efforts on those channels. This way, you can allocate marketing budgets more efficiently and measure campaign success.

3. Plan Your 360 Marketing Campaign Timeline

Before launching the campaign, plan your next timeline. After the initial campaign runs, think about how you will adjust your brand as it becomes more recognized. Can the campaign theme be repeated or expanded to new channels?

Ensure your campaign isn't just a short-lived moment quickly forgotten. Plan how this campaign will tie into your long-term branding strategy, so it can be sustainable and consistent. Thus, the campaign will remain relevant and effective over time.

That's the complete explanation of 360 marketing that you need to know. You can apply this marketing strategy in your brand or product campaign series to ensure the success of your campaigns.

When conducting marketing campaigns, you need the right content to compete with competitors. A good understanding of content for marketing is crucial to differentiate your business in today's online market.

To help enhance your branding and creative marketing efforts, VISUWISU offers research and services for creating unique and appealing visual elements. So, don't hesitate to consult with VISUWISU now to optimize your company's marketing needs!