360-degree Marketing Vanina Delobelle, PhD April 2008
Nov 18, 2015
360-degree Marketing
Vanina Delobelle, PhD
April 2008
The new integrated marketing strategy !
Integrated Marketing + Web 2.0 usages =360-degree MarketingDefinition
A user centric approach !
Integrated Marketing
Online + Offline tools !
Integrated Communication
Listen to conversations !
User Generated Content
Users create the content.
User Rating
Users rate the web.
User Communication
Users buzz.
Web 2.0 usages
Social Media !
Forums and online communities
Blogs
Viral Videos
Social Networks
Digg
The users talk and share about the brand outside the boundaries of the brand. It is all about conversations sharing and social media.
Web 2.0 tools
360 Marketing
Enter Marketing 360 !
Go and meet users on the Internet
Answer comments left by users on multiple blogs. Read what they say about your brand.
Set up collaborative tools
Make sure you offer tools to your customers to share with you about your products (blogs, forums, online surveys).
Connect with your customers
Be present on social networks and create a profile for your brand.
Relay offline campains on the Internet
Post your last TV campains on YouTube, announce you coming event on Twitter, Post feeds on Facebook, Blog about your brand
How to engage with 360 ?
Enter Marketing 360 !
Engage users in product testing
Create restricted communities who will be able to test the product and help in its development.
Engage users to buzz
Share and present your products to bloggers in order to engage a viral wave.
Trigger the conversation
Engage the conversation on your blog or over chat rooms. Post on other blogs.
Develop an honest and viral state of mind
Be open, do not be afraid, be honest and share as much as you can.
How to engage with 360 ?
Much more than before !
Leverage current marketing results
Get better brand awareness
Get better user stickiness
Get better quality products
Get more sale
What to get from a 360 strategy?
Some examples LOral on Facebook
Some examples Lego online community
Some examples Monster blog
For more conversationswww.vaninadelobelle.com