Who only looks straight ahead, will miss something
Have you ever been to New York? The Rockefeller Center’s viewing platform gives you a great view over all of Manhattan – and even beyond. But if you only stand at one point on the platform, you’ll only see a fraction of the city. Only if you look around, change your perspective and look in all directions will you be able to use the full potential and recognize things that would otherwise have remained hidden from you.
If you focus on only one or a few channels in marketing and communication, you will experience a similar situation. Determining one point of view and one channel reduces your chances considerably and you do not exploit your full marketing potential. As with equity trading, investing in a single offer would be risky: diversification reduces risk and increases potential.
Recognize what is important
This is where the principle of 360° marketing steps in: All available (communication) channels are analysed and evaluated according to their benefit for your corporate marketing. However, it is not a matter of using one hundred percent of the channels and supplying them all with content, as the name might suggest. Pure quantity doesn’t do you much good, in the worst case it’s just expensive without great benefit; it produces wastage that costs budget and nerves.
A professional evaluation of all channels clarifies which are relevant and crucial for your target group and thus advance your company. On the basis of this analysis, an action plan is drawn up which takes into account all the advantages and special features of the various channels: not every action works on every channel. An outstanding campaign impresses with a tailor-made concept for the individual areas.
Re-encounter brings joy – and customers
In addition to the channels, the planning of measures should also be tailored to the customer journey of your target group. You should know when your target group is located on which channel in order to generate the maximum number of touchpoints. Because even the most brilliant marketing strategy rarely leads to an immediate deal with your customer. The study “E-Commerce Market Germany 2015” by EHI and Statista, for example, documented that online shops serving several channels (Omni-Channel) and thus generating several customer touchpoints were able to record an increase in turnover of 19%, while single channel shops even recorded a decline in turnover of one percent. So the more often your customers see you on the channels, the more likely it is that you will complete the transaction successfully: experts assume that at least 7 touchpoints will be required before the transaction is completed.
It’s the mix that matters: Diversification is key
The use of a diverse number of possibilities refers not only to the channels but also to the type of advertising media: a mixture of “paid” and “unpaid media” or “owned” and “earned media”.
Classic, paid advertising channels offer the advantage that you can generate a high reach in the shortest possible time. Unpaid media includes all measures for which you do not have to actively spend money, including owned and earned media. The use of your own media, such as your own website, is recommended for campaigns with high frequency and long duration, as they are of course much cheaper than paid advertising. Earned media is difficult to create “at the touch of a button”: They include word-of-mouth advertising andsharing by third parties. Significant features are the higher credibility of recommendations by independent persons, which positively supports the reputation of your brand, and the low costs for you.
The bottom line:
A 360° campaign fully uses your entire marketing potential. The campaign designed after the analysis must be optimally coordinated in its entirety on all selected channels. This makes continuous adaptation difficult, but it must not be ignored. This is the only way to achieve a contemporary and always relevant strategy for your company and customers.
The 6 steps to your successful 360° panoramic view:
- analysis of the sales and communication channels relevant to the target group: where does your target group gather information?
- decoding the customer journey of your customer group: where are the touchpoints (customer contact points)?
- planning the channel-specific measures: Which channels can we best utilize and how?
- campaign networking of the channels: How can we optimally network the channels synergetically?
- optimal combination of the different marketing tools: Which tools provide optimal support?
- continuous adaptation of your campaign – lessons learned: what is the feedback, how can we integrate it into the further development of the campaign?
Sounds plausible, but also very complex?
Then feel free to talk to us.