{"id":14628,"date":"2024-02-16T09:00:00","date_gmt":"2024-02-16T12:00:00","guid":{"rendered":"https:\/\/cmlo.co\/?p=14628"},"modified":"2024-02-15T20:04:31","modified_gmt":"2024-02-15T23:04:31","slug":"marketing-360","status":"publish","type":"post","link":"https:\/\/cmlo.co\/en\/marketing-digital\/marketing-360\/","title":{"rendered":"Marketing 360: what it is and the secrets behind the strategy"},"content":{"rendered":"<style>.elementor-14628 .elementor-element.elementor-element-5e9772f3{--display:flex;}<\/style>\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"14628\" class=\"elementor elementor-14628\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5e9772f3 e-flex e-con-boxed e-con e-parent\" data-id=\"5e9772f3\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-28e09163 elementor-widget elementor-widget-text-editor\" data-id=\"28e09163\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In the world of marketing, where competition is like an obstacle course, it's important to have strategies that help us cross every barrier. One such strategy is 360 marketing. But what does it really mean?<\/span><\/p><p><span style=\"font-weight: 400;\">Imagine you're putting together a jigsaw puzzle. Each piece is a part of your business: your <\/span><a href=\"https:\/\/cmlo.co\/en\/marketing-digital\/como-construir-uma-presenca-online\/\"><span style=\"font-weight: 400;\">online presence<\/span><\/a><span style=\"font-weight: 400;\">Your ads, what people say about you. 360 marketing is like putting this puzzle together so that all the pieces fit perfectly, creating a clear and consistent image of your brand.<\/span><\/p><figure id=\"attachment_14630\" aria-describedby=\"caption-attachment-14630\" style=\"width: 900px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-14630\" src=\"https:\/\/cmlo.co\/wp-content\/uploads\/2024\/02\/marketing-jovem-empresaria-bonita-em-camisa-listrada-no-escritorio-criando-um-novo-plano-de-marketing.jpg\" alt=\"Marketing jovem empres\u00e1ria bonita em camisa listrada no escrit\u00f3rio, criando um novo plano de marketing\" width=\"900\" height=\"600\" title=\"\" srcset=\"https:\/\/cmlo.co\/wp-content\/uploads\/2024\/02\/marketing-jovem-empresaria-bonita-em-camisa-listrada-no-escritorio-criando-um-novo-plano-de-marketing.jpg 900w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/02\/marketing-jovem-empresaria-bonita-em-camisa-listrada-no-escritorio-criando-um-novo-plano-de-marketing-300x200.jpg 300w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/02\/marketing-jovem-empresaria-bonita-em-camisa-listrada-no-escritorio-criando-um-novo-plano-de-marketing-768x512.jpg 768w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/02\/marketing-jovem-empresaria-bonita-em-camisa-listrada-no-escritorio-criando-um-novo-plano-de-marketing-18x12.jpg 18w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><figcaption id=\"caption-attachment-14630\" class=\"wp-caption-text\">Beautiful young businesswoman in a striped shirt in the office, creating a new marketing plan<\/figcaption><\/figure><p><span style=\"font-weight: 400;\">In this article, we'll explore this marketing approach in detail, from what it is to how to implement it in your company. So stay with us and discover the secrets behind this innovative strategy!<\/span><\/p><h2><span style=\"font-weight: 400;\">What is 360 marketing?<\/span><\/h2><p><span style=\"font-weight: 400;\">Also known as integrated or holistic marketing, it is a way of thinking and doing marketing that considers all the points of contact between the brand and the target audience, from market research to after-sales, including the creation, production, distribution and measurement of campaigns.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The aim is to create a unique and consistent experience for the consumer, regardless of the channel or medium used. In this way, the brand can differentiate itself from the competition, strengthen its image, build customer loyalty and increase sales.<\/span><\/p><h2><span style=\"font-weight: 400;\">How does 360 marketing work?<\/span><\/h2><p><span style=\"font-weight: 400;\">Holistic marketing works on the basis of four pillars: analysis, planning, execution and evaluation. Here's how each one works:<\/span><\/p><h3><span style=\"font-weight: 400;\">Analysis<\/span><\/h3><p><span style=\"font-weight: 400;\">This is the stage in which a diagnosis is made of the brand's current situation, the market, competitors and consumers. The analysis includes tools such as market research, SWOT analysis, BCG matrix, empathy map, among others.<\/span><\/p><h3><span style=\"font-weight: 400;\">Planning<\/span><\/h3><p><span style=\"font-weight: 400;\">This is where the objectives and <\/span><a href=\"https:\/\/cmlo.co\/en\/marketing-digital\/a-importancia-de-definir-as-metas-de-marketing-da-sua-empresa-em-2024\/\"><span style=\"font-weight: 400;\">goals<\/span><\/a><span style=\"font-weight: 400;\">It also includes strategies and tactics to achieve the expected results. Tools such as the marketing plan, Ansoff's matrix, marketing mix, etc. are part of planning.<\/span><\/p><h3><span style=\"font-weight: 400;\">Execution<\/span><\/h3><p><span style=\"font-weight: 400;\">This is the phase of 360 marketing in which the planned actions are put into practice, using the available resources and the appropriate channels for each audience. This is where tools such as a timetable, budget and briefing are used, among others.<\/span><\/p><h3><span style=\"font-weight: 400;\">Evaluation<\/span><\/h3><p><span style=\"font-weight: 400;\">Last but not least, this is the stage in which the results obtained from the actions carried out are measured and compared with the objectives and targets set. Performance indicators (KPIs), return on investment (ROI) analysis, among other tools, are used in the evaluation.<\/span><\/p><h2><span style=\"font-weight: 400;\">Which areas are part of 360 marketing?<\/span><\/h2><p><span style=\"font-weight: 400;\">As a comprehensive strategy, integrated marketing involves various areas of marketing knowledge and practice, such as:<\/span><\/p><h3><span style=\"font-weight: 400;\">Digital marketing<\/span><\/h3><p><span style=\"font-weight: 400;\">A set of actions carried out on the internet to promote a brand, product or service. It includes strategies such as SEO (search engine optimization), SEM (search engine marketing), social media, email marketing, inbound marketing, content marketing, among others.<\/span><\/p><h3><span style=\"font-weight: 400;\">Offline marketing<\/span><\/h3><p><span style=\"font-weight: 400;\">Offline marketing, on the other hand, is the set of actions carried out outside the internet to promote a brand, product or service. It includes strategies such as advertising (television, radio, newspaper, magazine), promotion (events, fairs, giveaways), merchandising (point of sale), public relations (press office), among others.<\/span><\/p><h3><span style=\"font-weight: 400;\">Direct marketing<\/span><\/h3><p><span style=\"font-weight: 400;\">As its name suggests, it includes practices that allow direct communication with the target audience, without intermediaries. In other words, it involves strategies such as telemarketing (telephone), direct mail, SMS (text message), among others.<\/span><\/p><h3><span style=\"font-weight: 400;\">Integrated marketing<\/span><\/h3><p><span style=\"font-weight: 400;\">Integrated marketing refers to the set of actions carried out to integrate the different areas of 360 marketing, creating a synergy between them.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">It therefore includes strategies such as crossmedia (use of various media), transmedia (use of various platforms), storytelling (use of narratives), among others.<\/span><\/p><h2><span style=\"font-weight: 400;\">The importance of 360\u00b0 marketing<\/span><\/h2><p><span style=\"font-weight: 400;\">360 marketing is important because it recognizes the multifaceted nature of consumer behavior and the growing interconnectedness between different communication channels. Some advantages of this approach include:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increased brand reach and visibility in the market;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">More engagement and interaction with the target audience;\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Greater efficiency and effectiveness in communication actions;\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Personalization and segmentation of the target audience;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Greater credibility and trust with consumers;\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Saving and optimizing resources;\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Consistency and coherence in the message conveyed;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increased competitive advantage over competitors;\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Greater innovation and creativity in the solutions proposed;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">More profitability and return on investment.<\/span><\/li><\/ul><figure id=\"attachment_14631\" aria-describedby=\"caption-attachment-14631\" style=\"width: 900px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-14631\" src=\"https:\/\/cmlo.co\/wp-content\/uploads\/2024\/02\/mulher-elegante-com-um-portatil-que-escuta-a-musica.jpg\" alt=\"Mulher elegante com um port\u00e1til que escuta a m\u00fasica\" width=\"900\" height=\"600\" title=\"\" srcset=\"https:\/\/cmlo.co\/wp-content\/uploads\/2024\/02\/mulher-elegante-com-um-portatil-que-escuta-a-musica.jpg 900w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/02\/mulher-elegante-com-um-portatil-que-escuta-a-musica-300x200.jpg 300w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/02\/mulher-elegante-com-um-portatil-que-escuta-a-musica-768x512.jpg 768w, https:\/\/cmlo.co\/wp-content\/uploads\/2024\/02\/mulher-elegante-com-um-portatil-que-escuta-a-musica-18x12.jpg 18w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><figcaption id=\"caption-attachment-14631\" class=\"wp-caption-text\">Elegant woman with a laptop that listens to music<\/figcaption><\/figure><h2><span style=\"font-weight: 400;\">The main tools of 360\u00b0 marketing<\/span><\/h2><p><span style=\"font-weight: 400;\">Holistic marketing has several tools to help with its implementation, such as:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">360 communication plan: document that gathers all the information needed to plan, execute and evaluate the actions of <\/span><a href=\"https:\/\/cmlo.co\/en\/performance\/agencia-360-integrando-estrategias\/\"><span style=\"font-weight: 400;\">integrated communication<\/span><\/a><span style=\"font-weight: 400;\"> of the brand;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">CRM (Customer Relationship Management): enables effective management of customer relationships, guaranteeing personalized and relevant communication;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Marketing automation: helps automate repetitive tasks and send personalized messages to customers at different stages of the sales funnel;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Data analysis: provides valuable insights into customer behavior and the effectiveness of marketing campaigns;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Content management platforms: facilitate the creation, distribution and management of content on various channels;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Consumer journey map: a resource that allows you to identify and understand the stages the consumer goes through from the moment they recognize a need to the moment they make a purchase or recommendation.\u00a0<\/span><\/li><\/ul><h2><span style=\"font-weight: 400;\">How can you implement a 360 communication plan in your company?<\/span><\/h2><p><span style=\"font-weight: 400;\">To implement a 360 communication plan in your company, you need to follow these steps:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Do a situational analysis of your brand, your market, your competitors and your consumers;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Define the objectives and goals you want to achieve with your 360 communication plan;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identify your target audience and segment them according to their characteristics and preferences;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Elaborate your message and define your positioning and your competitive edge;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Choose the <\/span><a href=\"https:\/\/cmlo.co\/en\/marketing-digital\/marketing-para-grandes-empresas\/\"><span style=\"font-weight: 400;\">strategies<\/span><\/a><span style=\"font-weight: 400;\"> and the most appropriate tactics for each audience, channel and medium;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Execute planned actions with quality and agility;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Evaluate the results obtained with your 360 communication and make the necessary adjustments.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">As we have seen, 360 marketing is a powerful approach to reaching and engaging consumers in an increasingly digital and interconnected world.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">By integrating all areas of marketing and offering a consistent and personalized experience, brands can stand out from the competition and build lasting relationships with customers.<\/span><\/p><p><span style=\"font-weight: 400;\">If you enjoyed this article and want to continue exploring the latest marketing trends and strategies, we invite you to follow CMLO&amp;CO's blog, <\/span><a href=\"https:\/\/cmlo.co\/en\/blog\/\"><span style=\"font-weight: 400;\">full service agency<\/span><\/a><span style=\"font-weight: 400;\"> and strategic business partner. See you next time!<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>In the world of marketing, where competition is like an obstacle course, it's important to have strategies that help us cross every barrier. One such strategy is 360 marketing. But what does it really mean? Imagine you're putting together a jigsaw puzzle. Each piece is a part of your business: your online presence, [...]<\/p>","protected":false},"author":3,"featured_media":14635,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16],"tags":[],"segmento":[],"solucao":[],"class_list":["post-14628","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital"],"acf":[],"_links":{"self":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/posts\/14628","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/comments?post=14628"}],"version-history":[{"count":0,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/posts\/14628\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/media\/14635"}],"wp:attachment":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/media?parent=14628"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/categories?post=14628"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/tags?post=14628"},{"taxonomy":"segmento","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/segmento?post=14628"},{"taxonomy":"solucao","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/solucao?post=14628"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}