From Strategy To Success: Building Customer Experience Through 360 Degree Marketing Approach

In today’s competitive marketplace, capturing consumer attention is only the first step. To truly thrive, brands must go beyond this and engage their audience across multiple platforms, creating lasting impressions that drive loyalty.  

A 360-degree marketing strategy provides a comprehensive approach, allowing brands to connect meaningfully with consumers at every touchpoint. When executed well, this strategy not only boosts brand visibility but also strengthens long-term relationships, ensuring that consumers keep coming back, not just for the products, but for the overall brand experience. 

Know Your Audience 
A successful 360-degree marketing plan begins with a deep understanding of the target audience. Brands must recognise consumer trends, behaviours, and preferences to create personalised, relevant content that resonates. According to Salesforce, 66 per cent of consumers expect brands to understand their unique needs and personalised marketing has been shown to significantly boost engagement. 

By analysing consumer data, brands can tailor campaigns that reach people where they are, whether it is through Instagram, radio or TV. Knowing which platforms your audience engages with most allows for a marketing plan that meets consumers at the right place and time. 

Blending Digital and Traditional 
A 360-degree strategy is all about balance, combining the strengths of digital platforms and traditional media to ensure a holistic brand experience. Digital platforms like social media, SEO and influencer marketing are key to reaching modern, tech-savvy consumers, while traditional media such as TV, radio and print remain effective for broader, multi-generational audiences.  

According to Nielsen, 92 per cent of adults still listen to the radio weekly, and 58 per cent of adults watch traditional TV daily. These statistics highlight the importance of integrating both new and traditional channels to create a seamless, impactful marketing plan. 

Digital channels allow for targeted, real-time engagement. Brands can tailor content to each platform, whether it is a short Instagram reel, a LinkedIn article or a YouTube tutorial, ensuring a consistent yet dynamic brand presence across all touchpoints. Meanwhile, traditional outlets like TV and print help bolster brand awareness and trust, particularly among older demographics. 

Making It Memorable 
Incorporating experiential marketing into your 360-degree approach adds a tangible, interactive element to your strategy. On-ground activations, such as pop-up shops, product demos, or live events, offer consumers the opportunity to engage with your brand in person. These memorable experiences create emotional connections that can significantly enhance brand loyalty.  

EventTrack found that 85 per cent of consumers are more likely to purchase after attending a branded event, proving the power of direct engagement. Experiential marketing also has the added benefit of generating word-of-mouth buzz, driving further brand awareness. 

Storytelling Through Content 
Content marketing is a powerful way to tell your brand’s story and convey its values. Whether it’s through blog posts, videos or immersive virtual tours, content allows brands to connect with consumers on an emotional level. HubSpot reports that 60 per cent of consumers feel more connected to a brand after consuming custom content, highlighting the role of storytelling in building relationships. 

Consistent, tailored content, whether it is a video walkthrough of a product, a blog post about a brand milestone, or a social media campaign, ensures that your message resonates across all platforms. By integrating content marketing into a 360-degree strategy, brands can build trust and reinforce their value propositions. 

Leveraging New Tools
Emerging technologies like virtual tours and artificial intelligence (AI) are reshaping consumer engagement. Virtual tours offer immersive experiences, allowing users to explore products or spaces in real-time. In industries like real estate and retail, 74 per cent of consumers are more likely to buy from a brand offering virtual tours, a Matterport survey says. 

AI enhances the consumer journey by offering personalised recommendations and predictive insights, making marketing more targeted and efficient. By incorporating these tools into a 360-degree strategy, brands can provide seamless, tailored experiences that drive conversion and loyalty. 

A Unified Brand Experience 
A 360-degree marketing strategy is about creating a cohesive, consistent experience across all touchpoints. By integrating digital and traditional media, offering interactive experiences, and leveraging new technologies like AI and virtual tours, brands can craft a powerful, multi-channel approach that resonates with consumers.  

In an ever-competitive market, a holistic strategy that meets consumers wherever they are - online, offline or in-person, ensures that brands not only capture attention but also build lasting relationships. 

Vidhi Attri

Guest Author The author is the Head-Marketing at Elan Group.