Companies can opt for campaigns focused on a very specific area of marketing, for example, an email campaign, or they can carry out global campaigns that cover the main tactical levers of marketing. These integrated and global campaigns are not only for large companies, but any company, whatever its size and whatever its budget, can carry out a 360 action. What is a 360 campaign?
We can say that a 360 campaign is one that uses a wide range of strategies and forms of contact to get the message across to its target audience. This campaign can be online, offline or a combination of both. If we go into more detail, we refer to transferring the message at the point of sale, radio, television, press and physical advertising, brochures and actions through the postal mail, as examples of offline actions. As well as digital actions that can include the company’s website, landings or microsites created ad hoc for the campaign, search engine advertising, display banners, social networks, email marketing actions, etc.
For us to consider that a campaign is 360, it does not have to include absolutely all the elements, but it does have to include several of them and, what is more important, they all have to share the same strategic objective and they have to fit together. That is, that they are well orchestrated is essential.
Another aspect that defines a 360 campaign is that the same message is transmitted simultaneously at the different communication points and elements that make it up. In this way, we manage to reach the audience we have defined more efficiently. There may be some lag between actions, as we will work to a schedule in which we will create the sequence of hits, and certain channels may come first than others. But the fact that the actions coincide in the same time horizon is an essential element of a 360 marketing campaign.
Keys to 360 marketing
Let’s now see the main aspects that we have to work on so that our campaign is not only 360 but also helps us achieve the objectives that we have set for ourselves.
-
The actions share the same strategic objective:
This aspect seems obvious but sometimes it is difficult not to lose focus. This happens because when we carry out an action through a single channel it is easy to focus the message. But when this message is transmitted through different channels and points of contact with the customer, it may change with each adaptation. It is very important that we are consistent with the objective we pursue as well as with the message and the established creativity.
-
Define objectives for each channel:
When we are clear about the macro-objective, it is also important that we set objectives for each one of the channels. This will help us to download the strategy to each of them effectively and also, after the campaign, it will help us measure the results channel by channel.
For this part, as with the objectives, we will have to work on a global level and, at the same time, in detail. On the one hand, we will define the total budget of the campaign and also a budget per channel. Doing this previous analysis and in a structured way is what will make us dedicate the necessary budget to each channel. On the contrary, if we do not do so, we run the risk that one of the channels will run out of budget if it is one of the last ones that we activate.
-
Work on a creative concept that works across all channels:
When an action is global, the message also has to be. Even though you still do not have a 100% defined media plan, it is important that we think of a campaign concept that works well for us at all points of contact with the client.
-
Define the media plan and calendar:
Plan the means through which you will get the message across (they can be your own or others), define how you will distribute the budget as well as the calendar through which you will structure the impacts to achieve the objectives set.
Make the necessary adaptations:
Although the message will be the same and the creative concept as well, each channel has its peculiarities and technical characteristics. This will make you have to surely adapt the formats as well as carry out translations and you go to different countries.
Once the campaign is already underway, it is essential that we stick to the established schedule. We will also measure based on the established objectives, since this will allow us to make adjustments if necessary.