A few decades ago, digital marketing was born. Now, the industry is evolving even faster than before! Today, brands have access to a variety of marketing types and tactics. From search engine marketing to account-based marketing, businesses can use a mix of different strategies to find their target audience and bring in more revenue.
Types of Marketing
Traditional marketing is the promotion of brands through offline channels that predate the rise of the internet. Think print, TV ads, and billboards. Traditional marketing is what came before the rise of the internet. Large outdoor advertisements and promotional flyers with catchy slogans are examples of traditional marketing.
Outbound marketing is a dated marketing technique. It’s called outbound because the message is pushed out to consumers and relies on them being interested in it. Effective marketing now involves being available and helpful without being intrusive.
Inbound marketing is unlike interruptive marketing in that it’s focused on attracting customers rather than bothering them. Online research is the primary inbound marketing tactic and it falls under digital marketing due to the popularity of the web for such pursuits.
You may have heard of inbound marketing. It’s a three-part process. First, you must attract your audience with content and experiences that you believe they’ll value. They’ll then engage with you to the point where they’re delighted by your brand.
Understand that your customer ran into a problem and make sure to engage them using conversational tools, like email marketing and chat bots. Provide continued value to them and delight them by continuing to be an empathetic advisor and expert.
One way to reach audiences in new ways is through digital marketing. Digital marketing encompasses all marketing efforts that live online, including search engine optimization, social media advertising, email campaigns, and websites. It incorporates the power of the internet to help marketers connect with current and prospective customers.
Search Engine Marketing
Online marketing means a lot of things. The most important is ensuring that your business is visible in the SERPs for a particular search. SEM includes many strategies, but it can be as simple as getting to the number one spot on Google when the user types in a keyword.
SEM allows you to give your business a voice in the search engine world. There are two types of SEM: SEO and PPC. For SEO, it’s important to produce content for the search engines to index. For PPC, you must be familiar with the ranking factors and know how to be a smart advertiser.
Pay-per-click SEM can be a powerful way to get your ads placed, and there are also tools to make managing these campaigns easier. These ads are typically placed through platforms like Google Ads, but this is not always the case.
Content marketing is one of the most powerful ways to attract your target audiences. It involves creating, publishing, and distributing information about your business and your products for free or in exchange for a small fee.
Your customers are on their way to becoming a buyer and they need your help, too. That’s where content marketing comes in. First, identify your buyers’ most common questions and concerns. Then provide helpful information that will help them along the way, right up until they make a purchase decision.
Social Media Marketing
Social media spreads like wildfire. By promoting a brand through Facebook, Instagram, LinkedIn, and Twitter, you can engage an audience on a more personal level. But in this world of “likes” and “counters,” there are two things to keep in mind: relevance and consistency.
Social media is an entertainment space. It’s not a place to simply sell to customers. When posting, strive to balance promotion with entertainment. Inspiring photos and captions will encourage your customers to engage with your brand, which will bring you that much closer to earning a customer.
How can you keep your followers coming back? Make your brand consistent across social media platforms. It’s what keeps them invested in your business. To make publishing content easy, there are many social media tools that automate the process. This way, you can have the same content shown on all of your platforms, and take advantage of the reach of each one.
87% of marketers believe that using video in their marketing strategy has a positive return on investment. There are many ways businesses can use video, whether it be for their website, social media, or email list. Video marketing allows businesses to boost brand awareness, generate conversions, and close sales. Some apps even allow users to analyze, nurture, and score leads based on their activity.
Voice Marketingsocial media
Voice marketing is an essential way for marketers to get content out there and engage with their audiences. By leveraging every available intelligent speaker on the market, marketers can reach their audience in a new way—either through traditional optimization of websites for voice search or by developing skills on Google Home or Alexa.
Companies like Uber and TED are taking advantage of Alexa to provide easy and useful features for users. For example, in the case of Uber, you can now order a ride with only a voice request; for TED, you can play or search for a talk without having to sift through the site.
Companies can use email marketing to increase their brand awareness, generate traffic to other channels, promote products or services, and nurture leads towards a purchase. One way to achieve this is by including a sign-up form on a website so visitors can subscribe to receive updates.
Today, email marketing is a necessity for brands. Email regulations like the GDPR and CAN-SPAM Act require businesses to follow responsible commercial email practices. If you want to be compliant, be transparent about who you are and make it easy for your subscribers to opt out.
Building an email list is the first step in mastering email marketing for your business. There are a few ways you can start to collect emails from potential customers. The most common way is with lead capture forms on your website. Next, you’ll need an email marketing software and a CRM to send, track, and analyze your emails to maximize their effectiveness.
Email automation is a great way to make your email strategy more efficient. It allows you to set up predetermined criteria when a customer fills out a form or requests a specific article on your website, for example. This can push your strategy forward and maximize productivity.
Conversational marketing is the new way to connect with your audience across different channels. It allows brands to meet customers where they are and when they need it. Maybe they want live chat on your website or an email from you, or maybe they just want an SMS. Conversational marketing makes it all possible.
You know those annoying glitches in your customer service? They’re super frustrating for your customers and could eventually lead to them leaving for a competitor. To avoid these pitfalls, it’s important to use a conversational marketing tool, such as a unified inbox, that will allow for more efficient customer service.
Buzz marketing is a process of generating awareness for your brand. It’s best when you reach out to influencers, and have a strategy in place to create buzz among consumers. To track your efforts, invest in social listening software that will help you understand how your audience interacts with your brand. Buzz marketing leverages refreshingly creative content and events to generate anticipation for the launch of a product from a brand. Buzz marketing uses community influencers in order to create word-of-mouth marketing.
Acquiring customers is a key part of a well-rounded marketing strategy. You want to acquire as many as possible, but to do this you need to focus on different stages of the buying process. Acquisition marketing focuses on turning strangers into leads by attracting and converting them.
Marketing is a range of efforts that help increase company revenue. These efforts can come from a number of different teams, including customer service and success. Satisfied customers are the biggest promoters because they are the ones with the quickest word-of-mouth. These teams can work together to convert website visitors into leads for the company with an effective acquisition marketing plan.
Influencer marketing is designed to tap into a sizable and engaged audience on social media. These influencers are experts in their niches, and they have already built loyalty and trust with their followers. Influencer marketing may be a good way for you to reach the audience you’re after.
Brand marketing is an essential tactic to shape your brand’s public perception and forge an emotional connection with your target audience. Storytelling, creativity, humor, and inspiration are all part of the process in making a memorable impression. The goal is not to be forgettable with bland advertising or inane posts on social media.
To successfully market a brand, you need to know your buyer personas intimately. You need to know what they’re interested in and what they like. This can help you figure out your values and what you stand for. Stories of your products are valuable to promote, but it’s important to show the values behind them.
The best way to make contextual marketing successful is through personalization. Contextual marketing is targeting online users with different ads on websites and social media networks based on their online browsing behavior. For example, someone who has recently visited a website about running shoes may be served an ad for a shoe sale in the next few days. This is because they are more likely to purchase shoes soon if they’re interested in this market.
In order to create a website that is interactive and engaging, you need to combine a CRM with powerful marketing tools. You may have heard of “contextual marketing.” This takes strategy and planning, but there is a way to start off on the right foot. HubSpot’s free course on contextual marketing will give you the tools you need.
Personalized marketing is about finding the perfect balance between one-size-fits-all and a truly tailored experience. It’s as simple as including a user’s name in an email or sending them product recommendations based on past purchases. Versium Reach, for example, provides marketers with powerful audience insights which can be used to target B2B and B2C customers.
It might seem a little invasive, but most people are willing to dish out some personal information in return for a better shopping experience. In 2019, Smarter HQ reported that 79% of consumers felt brands knew too much about them. Despite this, 90% of respondents were still happy to share information regarding their behavior and preferences with brands for a cheaper, easier, and more enjoyable shopping experience.
Marketing for your brand can be hard, but with a little creativity, you can forge an emotional connection with your target audience. Using storytelling, creativity, humor, and inspiration, you can create marketing that is thought-provoking and generates discussion. It’s important to remember that your goal is to be remembered and associated with positive sentiment.
You need to have a deep understanding of your buyer persona. You should also consider what makes you unique, and how you rank in the market. This can help shape your brand’s values and what they stand for. However, it is just as important to consider how you want to tell your story.
Stealth marketing occurs when brands promote their products to unknowing consumers. For instance, if you were watching a TV show and saw a branded product integrated into the scene.
In the past, influencers used to use stealth marketing to advertise sponsored products. The key to successful stealth marketing is to find opportunities that are aligned with their brand identity and values.
Guerrilla marketing is a clever way to spread brand awareness in the age of social media. It’s a real-world marketing tactic. Examples include public stunts, treasure hunts, and placement of branded materials in public spaces.
Getting out and about can be a cost-effective way to garner widespread attention, but it has the potential to go left if it’s misunderstood by the audience or interrupted by unforeseen factors.
When an influencer or brand earns a commission for referrals to another business, that’s affiliate marketing. It’s very popular because it rewards influencers for their work. Brands can also use affiliate marketing to promote products and services that are a perfect fit for them.
You already have some marketing assets that work well. Why not use them to make even more money? Choose a product or brand that’s similar to what you sell, but doesn’t compete with it. That way, your followers are going to love it. Some of the best examples are: affiliates and affiliate marketing. This is a smart way to leverage your existing assets because you’ll be promoting something that’s in alignment with them and your audience will be receptive to it.
There are many benefits to affiliate marketing. It’s a cost-effective way to spread your brand awareness and can be a substitute for influencer marketing. You can also generate more revenue with affiliate marketing, and there are no rules about how you should set up your program.
When brands advertise to their customer base, they need to be mindful of their advertising space. Native marketing occurs when brands customize ads to fit the feel, look, and function of the platform on which it will be displayed. Native marketing takes advantage of the brand’s editorial expertise, non-disruptive ads, and social media savvy to push more conversions or create brand awareness.
To really get the most out of native marketing, brands need to either apply for placements on their own or reach out to a native advert network. These networks can place ads and do the necessary legwork for you.
For many in the business world, product marketing is seen as just taking product photos and launching a campaign. But it’s much more than that. Product marketing reaches out to customers and drives demand for a product through positioning, messaging, and research.
Product marketers are the masterminds behind your product. They work with sales, marketing, and customer success teams in order to be more successful. They are also a crucial link between these teams, making it easier to have an aligned marketing strategy and sales enablement.
In a partnership marketing campaign, two brands come together to jointly market their products. Each company’s marketing efforts help the other to reach and educate an audience they might not have reached alone. In order to succeed at co-marketing, brands must understand each other’s goals, offer complementary products, and have a similar customer base.
What if your customers become your best marketing asset? That is, what if you focused on them? Today, customer marketing is all about retaining the ones who have already invested in and connected with a brand’s product or service. Brands that wish to grow must focus on these customers, turning them into loyal advocates for the company. The end goal of this type of marketing is to delight these customers with the product or service being offered and excellent customer service to turn them into vocal brand advocates.
Customer service inherently relies on constant improvement of the customer experience. With improvements, come shorter waiting times, self-service resources such as online knowledge bases, and customer service software to manage and automate interactions.
Account-based marketing (ABM) is more than just splashy campaigns. This targeted strategy focuses on an individual prospect or customer and has a dedicated team of marketers to create content, host events, and launch entire campaigns for that person. It’s an exclusive approach to marketing that relies on hyper-focused strategies.
Be smart about your advertising. By identifying key accounts and understanding their needs, you’re able to create personalized campaigns that speak to their specific interests. This strategy allows brands to design customized campaigns for their favorite customers, while spending time and resources on the prospects that exhibit the highest-intent behaviors.
Your friend’s opinion is more trustworthy than a brand’s. That’s why word-of-mouth marketing is so powerful. If you want to create a shareable, viral-worthy piece of content, be clear about your brand’s values and make it easy for customers to find them, such as by creating a shareable post. Offer referral and loyalty programs and request reviews after providing a product or service.
New avenues of marketing have emerged. User-generated marketing involves your audience in the creation of your marketing material. It can be any number of posts on social media, from a social media hashtag challenge to asking for user pictures or videos. Why do businesses turn to it? It’s easy, it connects them with their audience, and it’s cost-effective.
Relationship marketing isn’t just about that sale. It’s about giving customers a reason to love your brand and spread the word. This type of marketing focuses on cultivating deeper, more meaningful relationships with customers so they will become brand evangelists.
These days, the key to winning over new customers is by making your satisfied ones happier. Turn your happy customers into raving fans by coming up with ways to offer them more, or even ask them to share their experiences with others. From there, you can request that they leave a testimonial, participate in a case study, or help you achieve your goals another way.
Proximity marketing is an effective, local marketing strategy that uses your location to show you special promotions. For example, while you’re walking by a coffee shop, you may receive a notification of a discount on a special type of coffee. A few ways to use proximity marketing are with Bluetooth beacons, Wi-Fi QR codes, NFC, and geofencing.
College students are a tricky group to market to. They’re young, but savvy; and they’re not just looking for things like new clothes or books — they want experiences. Campus marketers have found success by promoting products or services at school events, hosting their own events, and distributing freebies that combine the experience of the brand with the student’s desire for free stuff.
Why not market to college students? They’re the perfect target for brands, especially with the help of their peers. Campus marketers often have a lot of on-campus events, including handing out giveaways and hosting their own events.
Experiential marketing is a term that can encompass many different things. It may be an in-person event that leaves a lasting emotional connection with the audience, or it may be a virtual event that achieves the same result. Experiential marketing can also be an event that provides attendees with an experience that will last after the event has ended.
Marketing your event can be difficult. It’s not easy to get the right people to show up. Luckily, there are tools and techniques to use which can help you attract people. An important strategy for marketing a product you are launching is event marketing. This promotion strategy builds anticipation for future events by creating creative assets and determining channels for spreading awareness.
You want to reach the whole world! You need a global marketing strategy. There are tons of ways to reach an international audience and make money—you just need to do some research first. Make sure you target your product or service in the best place, considering demographics, culture, and more, then go all-in on a marketing plan that will bring you success.
Interactive marketing creates a dialogue between the customer and the brand. The brand gets to know you better by how you interact with it. For instance, if you’re browsing the memoir section on a bookstore website and searching for a book, the interactive marketing starts getting more specific.
Informative marketing means telling your customers why they should choose you. Lots of people preach the importance of “knowing your customer” and then deliver marketing messages that are all about their product’s features and benefits, but they forget to compare to their competitors.
When it comes to marketing strategies, informative marketing is the one that is more fact-driven and less emotional. This strategy focuses on the features and benefits of your product that will solve your customer’s problem, as well as comparing your product against competitors.
Multicultural marketing is a type of marketing that targets people of different ethnicities and cultures. It involves understanding the needs and values of different communities, and finding the right messages to resonate with them.
Multicultural marketing is more than just a demographic. It involves understanding communities on a more personal level, and finding the right words to speak to those communities. Multicultural marketing requires deep research of the target communities and their needs, determining the best way to engage with them. Especially important in multicultural marketing campaigns is the use of an in-sync message that is clear and consistent across all channels.
Neuromarketing studies leverage neuroscience to gain insights into consumer decisions and predict behaviors. The information gathered from these studies can be used to find out how the brain processes marketing stimuli, track eye movements, and analyze brain scans.
Controversial marketing is a way to get people talking about your brand. It’s a risk, but if it all goes well, you might just get some viral attention and a great deal of buzz for your business. You do run the risk, though, of turning off potential customers and damaging your brand’s image.
Cause marketing is when a brand becomes associated with a social cause. For example, your favorite brand may advertise that a purchase from their store will result in a donation to a certain charity. A cause can go beyond a campaign as well. Some brands are even built around a specific issue.
Persuasive marketing is best for reaching consumers on an emotional level. It wants to convince the audience to buy a product or service. There are many techniques brands can use to persuade people, such as the scarcity principle or adding .99 to a price.
The scarcity principle and the .99 trick, which are clever ways to add urgency and make something feel more desirable, only work if you understand your buyer persona. Just because these tactics may have worked in the past doesn’t mean they’ll work now. You need to know what will resonate with your target audience.
Traditional marketing is no longer just about sending out catalogue mailers. Field marketing is a form of marketing that goes out directly to the target audience, distributing products, providing product demonstrations, and even leafleting.
Best Type of Marketing
There is no one-size-fits-all solution to marketing. As long as your marketing connects with your desired audience, it’s worth doing. But at the end of the day, you have to choose what makes sense for your company and your business.