360 marketing is a highly effective marketing strategy to increase brand visibility and reach. By utilizing various marketing channels, both online and offline, this approach allows brands to reach consumers more intensely. Applying the right marketing strategy can increase conversion opportunities, strengthen brand awareness, and drive transactions.
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What is 360 Marketing?
360 marketing is a strategy that uses multiple marketing channels to deliver a consistent message to consumers. This approach includes outdoor advertising (OOH), digital, and social media to create a deeper interaction with the audience. At its core, this marketing strategy aims to reach consumers in a more comprehensive and holistic way.
By utilizing a variety of marketing channels such as TV commercials, radio, social media, and digital marketing, this strategy helps create wider awareness about your brand. Moreover, it also works by integrating all marketing elements into one cohesive message. It can capture the attention of consumers across multiple touchpoints. In fact, sometimes an ad doesn’t change the purchase decision right away, but with massive repetition of the message, consumers are eventually enticed to buy.
Application of 360 Marketing Strategy in Campaigns
The application of this marketing campaign varies greatly depending on the brand’s objectives. One of the main advantages of 360 marketing is its flexibility in reaching a wider audience. In this case, marketing channels may include:
ATL (Above The Line): This marketing does not target specific audiences and includes large media channels such as TV, radio, and billboards.
BTL (Below The Line): Focuses on more targeted marketing, such as direct promotions or exhibitions.
TTL (Through The Line): Combines both ATL and BTL approaches by using digital and traditional channels to create a more balanced marketing campaign.
Examples of the application of this strategy can be seen in some big brands, such as Dunkin’ Donuts which used a 360 campaign to attract customers by combining radio advertising and outdoor advertising. The result? A significant increase in footfall and sales.
When is a 360 Marketing Campaign Necessary?
There are several key moments in a business journey that require the implementation of a 360 marketing campaign:
1. Brand Positioning
When first launching a brand or product, a 360 strategy can help create awareness and introduce the brand to a wider market. In this hectic world, creating a strong first impression is crucial to retain consumer interest.
2. Rebranding
When it comes to introducing a new image, this marketing technique can change consumers’ perception of the brand. As Coca-Cola did with its “Summer of Sharing” campaign. This rebranding process is very emotional because it involves a profound change in the identity of a familiar brand.
3. New Product Introduction
To introduce a new product or service to the market, 360 marketing provides a huge boost by reaching out to the audience through various communication channels. Such campaigns not only introduce the product, but also create buzz and build expectations.
4. Revive Less-Performed Products
If your product is underperforming, then this marketing technique can provide a fresh boost to increase sales and reintroduce the product to the market. Incorporating emotional elements in the campaign can be a very effective way to change consumer views.
Successful Examples of 360 Marketing
Dunkin’ Donuts and Coca-Cola are successful examples of implementing 360 marketing strategies. Dunkin’ Donuts used outdoor and radio advertising-based campaigns to increase their coffee sales. While Coca-Cola, with their “Share a Coke” campaign, changed the way they interacted with consumers by replacing their logo with people’s names. This made consumers feel more personalized and connected. The campaign not only increased sales, but also built a strong emotional connection with the audience.
With this approach, they managed to build emotional closeness with their audience, which ultimately resulted in increased sales. This proves that 360 marketing is not just about reach, but also about how you connect with your audience.
Why Should You Implement 360 Marketing?
This marketing strategy helps brands to not only reach a wide audience, but also to create a consistent and powerful experience. By implementing this strategy, you can increase brand visibility and achieve higher ROI. Blending digital marketing with traditional media makes it possible to reach consumers at various points in their journey.
If you want to ensure your marketing strategy is more effective, start by integrating it in your business campaign. Don’t forget, advertising platforms like Rebound Ads can help increase your brand visibility across multiple channels.
360 marketing is a strategy that does not rely solely on one or two marketing channels, but combines various media to build awareness and strengthen relationships with consumers. By utilizing a variety of marketing channels, both digital and traditional, this strategy can help brands to reach a wider and more diverse audience.
Don’t hesitate to try 360 marketing in your business promotion campaign. Start by integrating various marketing channels and see how it impacts your brand’s visibility and sales. For maximum results, Rebound Ads is ready to help you increase brand visibility on various platforms.
