As an integral component of an adaptive marketing campaign, 360 degree marketing - marketing activities which make the most of every available method of audience communication whilst maintaining a deep interaction with the brand identity – is the future of advertising for businesses who are hoping to actually remain in business.
Integration, Integration, Integration!
The most important part of 360 degree marketing is ensuring that every aspect and medium of your business' advertising strategy is integrated into the overall campaign. When done correctly, it communicates effectively with your current and prospective customers from every direction over an extended period of time.
As social media, and other avenues of advertising, has grown and become widely used, no business can afford not to take advantage of them all. Those that do are allowing opportunities to race past them and straight into the arms of their competitors.
Whilst 360 degree marketing might stretch your budget somewhat thinly, particularly if your business has only been focusing on one or two avenues of communication, in many cases, remain as effective as the less fragmented campaign in specific mediums.
For example, if you run a local business, then advertising to the entire nation is a waste of time. By encouraging television and radio adverts only in your local area, you can save money whilst still appealing to those most likely to visit your business.
The Four Styles Of Media For Use In 360 Degree Marketing
When engaging in 360 degree marketing, it is best to remember that there are four main styles of media which your business will need to take advantage of and master, if you want to appeal to a large audience in the widest and yet most effective possible manner:
1. Earned Media – This style of media is usually the result of public/media efforts to 'earn' coverage in industry publications, whether online or offline. It helps to achieve a form of 'editorial' brand presence within the industry without having to advertise. Saying that, it is entirely possible that a brand will advertise in the same digital publication where they have 'earned' their coverage.
2. Owned Media – This form of media revolves around brand control and includes all forms of digital media and content. This style of media can include websites, blogs, newsletters and social media presences, along with a wide variety of alternatives. Content marketing is becoming one of the most effective ways of attracting and converting customers. It can be used to facilitate the brand's personality through interactions with the customer/potential customer, along with providing valuable information in answer to the user's search. Owned media which has been effectively implemented provides an opportunity for the brand to provide traffic a similar experience to 'earned' media, though the business retains the ability to completely control the editorial aspects, deciding what gets published, by who and when.
3. Paid Media – The most traditional kind of advertising, paid media includes display ads, PPC search-ads and sponsorships. The main advantages of paid media are that it enjoys nearly 'on-demand' implementation, a degree of control and can be scaled depending upon your budget. The appearance of brand messages and business-centric content within paid media work together with social sharing and organic search results and can greatly improve your business' reputation as a leader in your industry.
4. Shared Media – Revolving around the users themselves, and the way content and media is created between a brand and its community, shared media relies on social participation and interaction. Shared media can propagate across an individual's network and into an entirely new network, spreading across the Internet not as a result of high-budget creations, but instead relying on other aspects, such as creativity.
Whilst each of these styles of media have their own distinct advantages and disadvantage, only by integrating all four of them can you establish a clear presentation of your brand and appeal to your audience on every available level, driving them towards that all important conversion point whilst providing them with reassurance and information that they are actively searching for.
Integrating With Promote's 360 Degree Marketing
Engaging customers in every available outlet it necessary to a business' survival and ensuring that your brand appeals to their interests and beliefs across all of these mediums is essential to making your brand relevant to this audience. For a truly holistic and adaptive approach to marketing, whilst fully taking advantage of the many benefits 360 degree marketing has to offer, choose Promote.
Here at Promote, we specialise in the creation of wholly unique and innovative marketing strategies, designed with your business in mind, and ready to start displaying your brand as an industry leader and relevant voice within your chosen field. For more information, visit our website or call us on 0845 050 2500.