Marketing has evolved over the years. It has gone from focusing just on the sale and promotion of the product and the brand (1.0), to the user being the center of the process and attention (2.0) to establishing a long-term impact on society and having people’s values very present (3.0). Apart from traditional channels such as radio, television and press, 360º marketing completes this circle with more consequential complements of the evolution and the different stages of marketing, such as social networks, SEO and SEM positioning, web pages, etc. That is why it is said that it is 360º, because it collects all the media that joins together in order to reach the objective for the same campaign, that is a wider fragmentation of media to promote effectiveness and fullness in both traditional and digital media.
On the other hand, the 6º degreee marketing concept, from my perception, refers to the micro-segmentation and personalization of marketing. If a 360º angle is a perfect circle, a 6º angle is less wider, and the mental image is a very small funnel, that means that it does not focus on something so general, but on a perfectly segmented target.
Therefore, this refers to the known theory of the six degrees, in which it is known that each person can reach any other person on the planet only by crossing 6 links of contacts, that consists on six levels.
Taking this in relation to marketing and social media, this means that what really matters is the quality of the followers, not the quantity. That is why quality campaigns must be carried out, focusing more on values and social impact and thinking less about generalizing the offer so that it is reaches a higher number of people. This theory makes reference to the notion of communities, meaning the share of experiences and all what matters the audience within their peers (P2P), enhancing conversation among users, connectivity and participation.
