What we understand as 360º Marketing is a global strategy that includes every type of practice to improve one’s business position. This marketing includes all types of tools for communicating with customers, as can be: radio, press, mails, SEO, social networks and even commercial visits. On the other hand, 6º Marketing is the one that only contemplates six intermediaries between a sender and receiver.
It is said that some years ago, advertisement was violently intrusive. For example, when mobile and online technologies were born with computers and cell phones, there were loads of spam mail and five daily phone calls trying to sell something. Also, mail boxes overflowed in flyers and printed cards, and you were visited by ‘door-to-door’ salesmen. Contrarily, today advertising has learnt not to overwhelm the client and rather, become more inbound. Now the customer is not hunted by the brand, but attracted to it. Another common belief is that today’s advertisement has microsegmentated, which means that the way of addressing customers is now more personalized. This comes as no surprise, as Technology has enhanced communication with the public; therefore, getting closer to it. This is good because this way, we know they are, what they desire and demand, so that we can better offer them products and services to fulfill their needs. Online surveys are an example for building this ‘persona models’, managing to serve customers better and provide them with more effective solutions.
P2P communication is very important today because after knowing about scams and lies on the Internet, frauds and Internet robberies, online distrust is common. For a customer, reviews from other buyers are more important than pictures and any promises from Internet commerces, because real testimonies are what convince you to purchase on the web. Also, as Chinese Whispers game (Teléfono Escaharrado) show since we are little, the more intermediaries there are, the more tergiversate does the message get. We trust a recommendation when it comes from someone close to us, so in this way the 6º Marketing is more effective than the 360º one. This new Marketing gives more specialized content, with a wider variety and more quality, and is able to influentiate a person, people around him, more people around and so on.. in the end we are all connected by the 6 degrees.
