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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.

Marketing is coming to its next level. A lot of things have changed in marketing as online-marketing, customer relationship marketing, social computing or marketing with games and Second Life. Experts in theory and practice are questing for new concepts and tools to manage the new marketing world of tomorrow by now.  It’s a change to a new paradigm like it happened when Mr. Fusbery broke the rules of high jump with the new approach of jumping backwards.
What is the challenge?
The change of thinking could be shown with the help of a cartoon:  The way of old economy marketing could be understood as thinking in one direction: goods are produced, service is delivered, communication channels are used in the direction to target segments. This linear thinking leads to the result which is shown in the cartoon.

This is the case of Whiskas‘ Happy Cat Moments-Campaign / Social Web

Whiskas is in searchof the happiest cat in the country. Therefore the producer of petfood“Mars” and SevenOneMedia, marketer of ProSiebenSat1, created together a crossmedia-campaign called “happiness happens”.

Goal of the campaign is to make the Social-web-platform „www.so-ein-glueck.de“ more known.

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In the winter term 2008 a team of ten students evaluated 360° marketing campaigns. It was a team of tutors and members of association of students named „Marketing zwischen Theory und Praxis“ (MTP).  Please send a mail to moedinger@360marketing.eu to get admission.