forumforfuturemarketing

The basic role of the mobile in an integrated campaign is to consider mobile as an additional media to extend the marketing mix. In this definition mobile has the same position than other media like print, TV or online. But the question is, is that really all?

Of course advertisers can use the mobile as an additional media channel in the media mix, but mobile marketing is more: The mobile can be considered as a connective element in the media mix. On the one hand the mobile is a connective element between different media channels. On the other hand the mobile is the connection to interactivity and therefore the connection to 360 degree.

360 degree marketing and especially the evolution of marketing says that consumers want to be part of campaigns and not just receive the message. The customers want to get active and take part in the communication process. Consumers are beginning to take control of what they want, when they want it and how they want it. The mobile is probably the best medium to fulfil these new demands.

More information about the role of the mobile in an integrated campaign and its meaning to 360 degree thinking is provided in the attached presentation.

Due to recent developments – the launch of the new MINI Cabrio – it is interesting to have a look at the first launch campaign of the MINI Cabrio in 2004. Even back then, MINI relies on integrated use of several media channels. In addition to TV commercials, events and out-of-home-advertising the media strategy of the launch phase focuses on print, online and PoS communication. In the past as well as in the present the motto “MINI Cabrio. Always open” appears in all media communications. Gain a deeper insight by viewing the attached campaign analysis.

360° marketing has only a chance to work, if there a basis is established, which sets the stage for it. This basis is a respectable corporate identity of a company and especially its core values. It is needed to create a distinctive image of a company or product in the heads of consumers. Only this way assures a high recognition value.

Because of this fact, I have chosen this picture, which shows apparently a luscious peach stone. The picture shows the stone, which stands for the corporate identity, encircled by the pulp. The pulp represents all marketing activities linked to 360° marketing.