Comments on: What is a 360-degree campaign? http://marketing-has-changed.com/what-is-a-360-degree-campaign/ Musings to help marketing leader prosper in a digital age Fri, 09 Dec 2011 21:58:23 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Richard Hutton http://marketing-has-changed.com/what-is-a-360-degree-campaign/comment-page-1/#comment-126 Richard Hutton Sat, 23 Jan 2010 17:30:16 +0000 http://marketing-has-changed.com/?p=939#comment-126 Dear john I think it's massive inertia here. This event has been ingrained into our psychy for so long and is probably the one single biggest TV audience of the year. I'm still laughing at the thought of this huge company thinking TV+Twitter = 360 Degree Campaign in of itself. It's not the tool it's the way you use it. Now if they were to say "Watch our ad and tweet us when you see something not right" flying cow in the background, bird flying backwards etc etc this gets you a chance to win XYZ...that might make some folks pay attention. From my personal stand point though I can't wait to watch a TV add again - certainly would make me feel special...er...no. Its still a shot gun blast versus the sniper rifle. note to self - sell Unilever stock... Regards Richard Dear john
I think it’s massive inertia here. This event has been ingrained into our psychy for so long and is probably the one single biggest TV audience of the year. I’m still laughing at the thought of this huge company thinking TV+Twitter = 360 Degree Campaign in of itself. It’s not the tool it’s the way you use it. Now if they were to say “Watch our ad and tweet us when you see something not right” flying cow in the background, bird flying backwards etc etc this gets you a chance to win XYZ…that might make some folks pay attention. From my personal stand point though I can’t wait to watch a TV add again – certainly would make me feel special…er…no.
Its still a shot gun blast versus the sniper rifle.

note to self – sell Unilever stock…

Regards
Richard

]]> By: Parissa Behnia http://marketing-has-changed.com/what-is-a-360-degree-campaign/comment-page-1/#comment-125 Parissa Behnia Sat, 23 Jan 2010 16:12:02 +0000 http://marketing-has-changed.com/?p=939#comment-125 Thanks for your blog! I enjoy reading your posts quite a bit! To me, this example you bring is merely 360 degrees of window dressing. As a marketer, I often made the mistake thinking that a slashed budget means slashed creativity or that somehow my brain was numbed by the thought of tight budgets. My suspicion in this case is that this is an active desire to truly be 360 degrees worth of touchpoints but that a lack of dollars is not allowing for what they would truly like to do - consequently this band aid approach. We are in an economy where all aspects of our lives are ruled by "do more with less" and "make lemonade out of lemons" e.g., make coffee at home, don't go out to eat as much, etc. This type of thinking has not transferred over to the marketing space. Thanks for your blog! I enjoy reading your posts quite a bit!

To me, this example you bring is merely 360 degrees of window dressing. As a marketer, I often made the mistake thinking that a slashed budget means slashed creativity or that somehow my brain was numbed by the thought of tight budgets. My suspicion in this case is that this is an active desire to truly be 360 degrees worth of touchpoints but that a lack of dollars is not allowing for what they would truly like to do – consequently this band aid approach.

We are in an economy where all aspects of our lives are ruled by “do more with less” and “make lemonade out of lemons” e.g., make coffee at home, don’t go out to eat as much, etc. This type of thinking has not transferred over to the marketing space.

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