2017 is off to a strong start in online marketing. This year, top Google rankings, low Adwords CPCs and social media likes will be more valuable than ever. Competition is getting tougher and investing more and more in online strategy.
The marketing department at TLG Commerce (Trilogi) can help you tackle this year so your brand runs a 360 marketing strategy. Take advantage of our expertise and start 2017 with a complete strategy.
Why a 360 marketing plan matters
Having a 360 marketing strategy is essential in 2017 for several reasons:
- Competitors are active on multiple channels (SEO, SEM, Social Ads, social media, usability, email marketing, pricing, one-off campaigns and much more)
- Companies are investing more and more in online as an alternative to traditional channels
- Investing in SEO (a medium/long-term action) without a boost from Google Adwords or the right pricing strategy leaves the job half done (in the first case it would take weeks to see results, and in the second we’d get lots of quality visits that don’t convert).
- It’s important to stay consistent across all our actions, following a style guide for social media, email marketing and web content so the brand image is always the same.
- Consumers are increasingly digital and demanding. They have “weapons” to find, compare and get the product they want, so we need to approach them in a smart, personalized way.
Examples of 360 strategies
One example of a 360 online marketing strategy is Brutal Zapas. Here are some screenshots of its different channels. The brand image is always the same, as is the tone of voice, and they follow the same approach. You can feel the Brutal Zapas spirit on every channel, which are always managed together.
- Email titled “The Three Kings brought you up to 60% off!!”
- Website banner:
- Banner remarketing:
- Social media posts:
A real 360 marketing strategy
When we talk about 360º marketing we mean, as mentioned, a strategy that applies to all channels together, including offline. So it covers creatives, tone of voice, copy, blog articles, email marketing, promotions and so on.
We should communicate any strategy or change in our eCommerce store that could benefit current and future buyers. For example, when we add modules that benefit customers, like the Paga + tarde module. In that case we can create a temporary banner, email our database, add a footer page called “Paga + tarde”, put the logo on some future creatives, or even mention in our copy that purchases can be financed instantly, etc.
All these actions will help increase revenue.
Adapting your 360 strategy to change
Whenever we apply a 360 marketing strategy we have to adapt to the market, customers and current events. So if we want to apply it to Google Adwords, we need to bear in mind that an SSL certificate is now required so campaigns aren’t negatively affected (account suspension).
Social media is another example. We can have a great SEO, SEM, email marketing and blog strategy yet neglect social media. This is quite common, and we only need to look at the Asian market to see that social media is booming and will grow much more in the coming months and years, so we must care for our brand image and our followers with real attention.
Don’t forget that in a 360 marketing strategy it’s key to define the role the product or brand plays offline. On/off synergies will help increase traffic as well as repeat business, through various acquisition and loyalty actions.
If you also want to apply a 360 marketing strategy to your eCommerce business and need support, you can count on our online marketing team, who will be there for you every step of the way.
