360-Degree Digital Marketing, The Key to Business Growth 

In the wake of digital transformation and at a time when technology is advancing faster than we can keep up, companies have resolved to take advantage businesses of digital marketing to build brand awareness and grow their

Those that execute it well, have borne fruits and thrived despite the unpredictable markets and unstable economy. Those that do it wrongly, watch in astonishment as profits dwindle and competitors snatch their customers. 

So, it’s no longer just about implementing digital marketing. Today, it’s all about using the right strategies. 

One of these strategies is the 360-degree marketing approach.

Those that execute it well, have borne fruits and thrived despite the unpredictable markets and unstable economy. Those that do it wrongly, watch in astonishment as profits dwindle and competitors snatch their customers. 

So, it’s no longer just about implementing digital marketing. Today, it’s all about using the right strategies. 

One of these strategies is the 360-degree marketing approach.

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What is 360-degree marketing?

It’s the branding of a product on all possible platforms to hit the target audience no matter where they are. It starts with asking multidimensional questions about your ideal customer.

  • What do your customers have in common?
  • Which digital channels do they use?
  • Where do they spend most of their time?
  • What is the customer journey to your website?
  • How can you follow up and track leads?
  • How do you get feedback from your customers?

360-degree marketing means that you leave no cracks in your strategy for potential customers to fall through.

There are 8 essential elements of a 360-degree marketing strategy

1.Search Engine Optimisation 

This is the process of improving your site to increase its visibility in search engines. Google Bing and other search engines have bots and algorithms that determine the content that’s most relevant and useful to every search query. 

Bots crawl web pages, collecting information and putting them into an index which essentially is a database that helps you find what you are looking for. 


The algorithm then analyses the pages while considering hundreds of ranking factors to determine what should appear at the top of search results. By optimizing your site based on these ranking factors, you improve your chances of ranking highly and thus gain visibility.

2.Pay Per Click Advertising 

PPC Advertising is a model where advertisers pay for user clicks on their online ads. These ads can be placed on numerous platforms to reach internet users and come in different dimensions. They appear when people search online for instance using a search engine like Google.

PPC ads normally appear on the search engine results pages above organically ranked content. Google and other search engines deploy a system known as Ad Auction which automatically determines the relevance and validity of advertisements that appear above ads. 

Advertisers only pay once a user clicks on the ads and hence the name pay-per-click. PPC ads can be lucrative to brands as they account for over 40% of clicks in search engine results. 

3.Customer Relationship Management

This is a strategy that involves managing interactions with customers and potential customers. The goal of CRM is to improve and optimize customer relationships which in return drives loyalty, retention and revenue. 

While acquiring new customers is essential to business growth, retaining existing customers with exceptional service and products is crucial for business success. 

To keep track of your interactions with customers, you can take advantage of CRM software such as Zoho, Salesforce and Bitrix24. Unless you include customer communication in your digital strategy, you’ll find it hard to implement effective customer services end to end. 

4.Email Marketing

Email marketing involves sending emails to your customers about your products, services, offers and discounts to instigate profitable actions for a business. It can also involve soft selling where you keep your audience engaged with your brand while educating them. 

Today, 91% of consumers check their emails on a daily basis. While it might seem out of date, Email is still a powerful way to tap into the market and dominate your competitors. In fact, email marketing gives one of the highest conversion rates of all marketing strategies. 

When done correctly, it helps you build trust and develop relationships with prospective customers. It also allows you to offer a personalized experience which improves customer retention. But if done irresponsibly it can be costly and detrimental to your business.

 5.Inbound Lead Nurturing

This is the process of building relationships with your prospects with the mission of earning their business when they are ready. When visitors visit your site, they will either be non-return visitors, return visitors or fans. 

However, in order to encourage them to buy into your business, you need to nurture them. This should be done across all digital channels. You offer your lead relevant, consistent and high-quality content to guide them down your sales funnel.

This includes crafting eBooks, blog posts, videos, checklists and the likes, with content that addresses the customer’s most important need. Inbound lead marketing works in tandem with customer relationship management. 

6.Social Media 

With over half of the world’s population using social media, reaching your customers has never been as easy as it is now. Social media platforms offer you an easy way to mobilise your online presence and create and distribute relevant content to your audience. 

Facebook and Twitter are great tools for promoting business. You can either build a following through interesting, educative and consistent content creation or pay for low-cost-per-click ads. Both will take time and money to fully benefit from the opportunity the platforms offer.

Other social media platforms you can take advantage of include; LinkedIn, Instagram and Youtube. LinkedIn attracts professionals, while linked in invites youths. Meanwhile, Youtube is a favourite as more people today prefer video content over blogs. 

7.Content Marketing

Content Marketing is the creation of content used to attract, engage and retain an audience. Content can be in form of articles, videos, podcasts, infographics, eBooks, live streams, and polls among other types.    

Content is a powerful tool today. But you need to create content that speaks to the needs and pain points of your ideal customer to tap into this power. Whichever content you intend to produce, make it as enticing, entertaining, helpful or inspiring as possible depending on your goal. 

To reach your audience, you can publish this content on numerous platforms considering where they spend most of their internet time. 


As a brand, the final destination for your customer in the digital realm is your website. That’s where you have full control of your reputation and customer expectations. So, it’s essential to provide them with an excellent and seamless user experience.

Web design is a technical skill with concepts such as interactive media, responsive design and search engine optimization that need to be executed well. Working with professionals with top-level skills is therefore necessary if you want to nail this part correctly.

As search engines continue to advance, they will easily recognise good web design based on user behaviour in addition to valuable content. Meanwhile, humans have grown too impatient for websites that don’t offer a great user experience. 


As a brand that’s keen on growth in this digital era, making use of the 360-degree marketing approach is very necessary. You need to take advantage of all avenues to reach your customer. Most of the essential elements of this approach work together and prove effective when combined.

If you need to revamp your digital marketing strategy, connect with us through our contacts or social media handles today and let’s plan how to take your business to the next level. 


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