The phrase “360-Degree View” (or similar phrases) are often used in marketing nowadays. We may also hear or talk about the “360-Degree Marketing,” “360-Degree Branding,” or “360-Degree Customer” view. There is no simple definition for these, so this can be confusing for someone encountering one of these phrases for the first time.
So, what do these mean? Regardless of the phrase used, the “360-Degree” idea is generally that, rather than having one single marketing goal we have a set of goals working together based on interactions between a company and its customers. One of the main goals is to make a company visible and accessible to customers through all channels, all the time. This approach aims to recognize all possible touch points and use them to interact with customers. By doing so, we get a “360-Degree” customer view based on the customers' past and current interactions, and interactions we expect to happen.
Choosing the right channels to focus on must be based on your customer profile and, as we mentioned before, on touch points we can use to interact with them. We must understand how customers use our channels, and how to lead them further along in their customer journey from that initial contact. That being said, websites are the most commonly used primary channels, and it is through this channel that we get the most data about our customers.
Getting the data is critical to understanding our customers, but it’s not enough to only collect the data. We need to analyze it, find useful patterns and insights, and act upon them.
The challenge is to understand the customers that interact with your content, and use that understanding to implement the personalization that customers expect today. Websites that lack personalization can be easily dismissed by a customer who loses their interest or patience.
Let’s summarize it!
Here are the five most important steps to achieving a 360-degree customer view, according to Sitecore:
1. Understand why you need an evolving, “360-Degree View” of your customer
2. Prioritize high-quality, first-party data
3. Add dimension with third-party data
4. Build your personalization capabilities
5. Choose technologies that deliver what you need
We won’t go into detail on all of these key steps in this post, but let's focus for a moment on the last one: According to Marketing Technology Landscape, there are over 5000 digital marketing technology solutions, making it hard to choose the right one for you. Contact us if you need help starting the journey toward achieving your “360-Degree Customer View.”