forumforfuturemarketing

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.

In my opinion this picture, an eye having the total vision of the world, represents completely the idea of 360° marketing. It doesn’t deal with separately providing the tools, measures and communicative channels, delivering and internalizing messages, convincing the client and encouraging the purchase. It deals more with understanding the connections between all stakeholders of the company and their importance. To achieve this, business strategies (analysis, planning, organization, implementation and controlling) have to be implemented in the internal and external sources of communication for the organization to value the unity of all processes and their synergy.

I chose the orchestra-picture in the context of 360° marketing.

In my opinion in a certain way it stands for interaction. All the musicians have to coordinate their work and go well together in order to make a good sound.

This is exactly what 360° marketing stands for. In the end all applied marketing instruments have to show up as integrative unit.

What has a soap bubble to do with the idea of 360° marketing? I imagine that the inside of the soap bubble symbolizes the whole product or brand world. And the transparent, colourful sparkling surface represents all crossmedia activities.

That means the media channels and the internal linkage should be transparent and noticeable for the recipients otherwise they don’t get to know where to find the way into the bubble. On the other hand the linking should consist of sparkling, interesting and varied enticements so that the recipients are attracted to follow the links and to get in the centre of the ad bubble world.

I think all of the images can be related to 360° marketing in a unique way. The picture which shows the radar reminds me of 360° marketing, because it points out that monitoring is very crucial to create a successful campaign.

When developing an adapted marketing mix a lot of different aspects need to be taken into account in order to avoid failure. Just like a crew of a submarine has to watch everything on the radar carefully in order to avoid a collision and to discover a possible threat as early as possible.

When I had a look at the 360° images I really liked the one with the round shaped lecture auditorium.
It can be understood in that way, that everything that happens in an integrated marketing process has to be planned so that it makes sense form every point of view the person is listening, the (prospective) customer.

Integrated marketing is not only about multichannel media, not about direct mailings, web applications, call centre or point of sale activities. These are strategies initialised form the company, it should be more about the consistent image all these activities create in the mind of the customer.

In the download you will find the instruction how to use the mediasimulator. Please give scores regarding different aspect of the mediasimulator.

mediasimulator.pdf

Welcome to the 360° Marketing Master Seminar SS09. The master seminar is based on the knowledge and results which have been achieved in the last seminars and tutorials. Please have a look to the starterkit2009.doc

Here is the E-book describing the Media Simulator – click to download

The index Of the E-book

1.   Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

2. 360° Marketing and Integrated Marketing. . . . . . . . . . . . . . . 4

• 2.1 Challenges: Integrated Marketing. . . . . . . . . . . . . . . . . . . . . 4