What types of marketing best match your business goals?
This may seem like an unassuming question, but the answer has a direct bearing on the success of your strategy.
The truth is that, for every determined objective, there is an ideal target to give to your campaigns.
And this is because, more and more, the segmentation of actions is what offers the best results.
Thus, it is no use simply applying one of the types of marketing at random, without considering the peculiarities of your market, your audience, your brand or solution.
The more we think about all the different types of marketing, the more we realize that there are so many different ways to promote something.
It is a fact that traditional marketing has been around for a long time, but with the Internet playing such an important role in the success of any company, there are more and more ways to be seen and noticed.
Types of marketing in business
Marketing is not the same as it was years ago and it continues to move, giving rise to new approaches.
To find out which one is right for your business, we have created this article that is a true guide on the types of marketing.
From now on, you will know details about 21 of them.
Thus, you can analyze and choose which one or which best fit your strategy.
1. Direct Marketing
The main objective of direct marketing , as its name suggests, is to send a message directly to consumers, without the need to use any intermediate channel.
Examples of direct marketing include email marketing, telemarketing and direct selling.
Direct marketing is often chosen because the results can be easily measured, giving your team a better understanding of the performance of the campaigns.
2. Indirect Marketing
When the approach is subtle, even subliminal and outside the advertising context, there is an indirect marketing strategy .
It is a less invasive way of reaching the consumer, which usually generates greater acceptance by the public, although with a return in the long run.
There are no direct messages to lead to action, but a job that aims to keep a brand alive in the customer’s mind so that, when the time comes, the choice to meet a consumption need.
3. Social Marketing
Unlike most types of marketing, social marketing is about human behavior and tries to “sell” an idea, rather than a material good.
The goal is to promote ideas that encourage positive behaviors, such as taking care of the environment or wearing seat belts, for example.
Or even discourage negative behavior, such as speeding or smoking in public areas.
Thus, social marketing focuses on the well-being of society as a whole and not only on the company’s revenues.
4. Relationship marketing
Anyone who thinks that after selling a product, you no longer need the customer is wrong.
After sales strategies are just as important as those that precede it.
Therefore, relationship marketing focuses on maintaining the link with a customer even after the sale to keep that consumer loyal .
In other words, its strategies aim at customer retention and satisfaction.
Send greeting cards on holiday dates, follow-up emails, among other similar actions. they are ways to get closer and build trust with the public.
In a nutshell, endomarketing is a set of strategies aimed at the internal organizational environment, that is, employees are treated as “internal customers”.
The goal is to align all aspects of a company to ensure a healthy work environment.
As a consequence, make the employees themselves believe in the company’s mission and values.
To this end, it seeks to bring together all hierarchical levels within the company and show that each one has its value in the functioning of the business as a whole.
In addition, customer satisfaction is intrinsically dependent on employee service and performance.
6. Niche Marketing
Niche marketing is a type of targeted marketing aimed at meeting the demand of a specific part of the market that has high potential, but is not yet being explored at the moment.
That is, it focuses on a niche market that has been identified with the need for attention, rather than trying to compete in a larger market.
This is very beneficial for the business, as its strategies focus on strategically selected locations and media platforms, with high concentrations of potential customers and less competitiveness.
To be successful in this type of marketing, you need to:
• Know your niche’s goals and needs deeply
• Produce quality content that will help you solve your problems
• Choosing the right platforms to spread this content
• Make strategic partnerships with niche influencers.
7. Loyalty Marketing
This type of marketing focuses on the growth and retention of existing customers through loyalty and incentive programs, such as discounts, gifts, exclusive access to some content, among other promotions and bonuses.
The goal is to encourage customers to make repeated purchases with the same company.
In this case, there are kinds of rewards for customers for continually using the product or service.
8. Outbound Marketing
Basically, outbound marketing is the traditional marketing that we are used to.
It is the famous interruption marketing.
That is, the marketing strategies and actions to present a product or service to someone, many times, end up reaching a large portion of people who may not be looking for that solution at that moment.
Some examples are cold o calling, sending newsletters, posters, billboards and banners on different websites.
Radio and television commercials are also part of the strategy.
This type of marketing is widely used for short-term results.
So, if you don’t want to wait to have yours, we recommend reading this other post here .
9. Inbound Marketing
Unlike outbound, inbound marketing, also known as permission marketing, focuses on having your company found by customers, rather than contacting them directly.
It is worth remembering that the inbound process starts with the desire or need to buy a product and then does a search to find the ideal solution.
In this context, SEO techniques are one of the main strategies of this type of marketing.
When customers search for a product on a search engine, like Google, they are the ones that help your site appear on the first page, increasing your chances of arousing consumer interest.
10. Content Marketing
Between 41% and 90% is the growth in organic traffic achieved by companies that adopt content marketing .
You can already see the importance of this strategy, right?
When producing relevant content on topics related to your business, potential customers are more likely to find your website when using search engines.
In addition to demonstrating experience and authority on the subject, you can also share content on social media to attract new customers and increase awareness of your brand.
Remember that it shouldn’t be a direct argument for your product.
On the contrary. you must educate and provide value to potential customers so that they become familiar with your company.
Among the main formats, we have:
• E-books and guides
• Youtube channels.
11. Promotional Marketing
The focus of promotional marketing is to motivate a consumer to make a decision and effectively buy your product or hire your services.
Among the main strategies applied, we can mention the drawing of sweepstakes, contests to win a prize, the offer of discount coupons and the display of samples of the product so that people can try it before buying.
12. Guerrilla Marketing
The guerrilla marketing is known for the way his actions surprise consumers and leave a lasting impression in their minds.
It is usually applied in conjunction with other types of marketing, but mainly it involves unusual approaches to traditional marketing to get the public’s attention.
The goal is to get the most out of something small and create a strong and lasting brand image.
For this reason, in most cases, guerrilla marketing requires interaction with the public, makes use of urban furniture in its pieces and has the help of social networks to make these actions go viral.
13. Proximity Marketing
Let’s say you did a Google search for a particular notebook model.
Have you noticed how some ads appear from the stores closest to you that sell that specific equipment?
It looks like chase, doesn’t it?
That’s what proximity marketing is all about.
It uses smartphone geolocation technology to send marketing messages to users of those devices that are close to a company.
By harnessing the power of Wi-Fi and Bluetooth technology, marketers are able to attract and connect with consumers who may not have even known the company yet.
14. Mobile marketing
We can say that mobile marketing, or mobile marketing, is an extension of digital marketing and is part of the newest groups of marketing activities.
Companies have been experimenting with various ways to reach consumers through their smartphones, especially with the rise of the iPhone as a consumer desire.
First of all, you need to invest in a fully responsive design to improve the user experience and possible customer.
From there, some ways to market a product or service via the smartphone can include location-based marketing, SMS marketing, game and application marketing and banners on different web pages.
15. Performance Marketing
Performance marketing is all about campaign performance.
That said, its strategies involve the analysis of metrics , KPIs and quantitative data to measure results and identify the success of actions and points that need adjustments.
The way results are measured and paid for can vary.
For example, the cost of an ad can be based on how often it appears on a web page, how many times it is clicked, how many opportunities it actually generates a lead or results in a sale.
However, the flagship is the Return on Investment (ROI) indicator .
Email is one of the most popular communication channels in marketing.
Thus, email marketing simply means using email tools to deliver advertising messages to a contact base.
It is extremely flexible.
Ads can be very simple or very eye-catching.
This will depend on the company and the solution it offers.
Some ads involve only text, while others include images, videos and long lists of links.
The important thing is that the content is optimized for mobile devices and highly personalized.
This personalization humanizes e-mail and serves to strengthen the relationship between the company and the customer.
If a picture is worth a thousand words, imagine how much a video would be worth?
Video marketing seeks to integrate video content in an engaging way in your campaigns.
It can – and should – be used in a variety of situations, from building customer relationships to promoting your brand, services or products.
In addition, video marketing can also serve as a means of presenting instructions (tutorials), promoting customer testimonials, broadcasting live events and providing viral content .
18. Multilevel Marketing
Multilevel marketing is a form of direct sales that involves a chain of connections through which the company recruits and sells its products.
You may know him through network marketing.
This is because salespeople earn commissions for the products they sell, but they also receive them for sales made by the network that is being formed.
If you want to know more, we explain better in this other post how multilevel marketing works .
19. Affiliate Marketing
Affiliate marketing works as a kind of partnership with people or other companies.
Basically, it consists of finding websites and blogs that your customers visit frequently and commissioning them to offer your products in those places.
Partnerships with influencers in your industry are also good practice.
The method involves four main elements:
• The company that is producing and selling the product
• The network of contacts that is used to promote the affiliate link
• The affiliate who owns the website with the ad
• And the customer making the purchase.
In this way, your products reach a larger audience and the site receives a percentage of sales made from it.
20. B2B Marketing
The B2B marketing ( “Business to Business”) involves any kind of business, whether an organization, individual, government or other institution that markets its products or services to other companies.
As B2B marketing presents a more complex and consultative sales process, companies need to establish a more personal relationship for the business to flow.
If your company is part of this business model, your marketing efforts are likely to be more direct.
In addition, it is worth counting on branding, customer success , relationship marketing, personal marketing and loyalty marketing strategies , among others.
21. B2C Marketing
B2C marketing campaigns are aimed at the end consumer and try to reach a category of people who are likely to be willing to buy your product or service.
Unlike B2B marketing, which focuses on specific companies, marketing efforts and strategies here should be broader.
B2C marketing can involve different marketing techniques, such as door-to-door marketing, promotion marketing and traditional media such as TV, radio and newspaper.
Because it is cheaper, B2C marketing on the internet is becoming more and more present and necessary to reach consumers.
Among the myriad types of marketing, it can be difficult to choose just one to craft your strategy.
But don’t worry about it.
After all, as we have seen, a successful marketing plan often combines different types of approaches.
This is perhaps the biggest advantage of having contact with various types of marketing.
This is because the success of its actions depends on a series of factors, which go beyond the qualities and differentials of what it offers, and pass through the target audience, market segment, among others.
The important thing is that you are always open to new opportunities and go on testing different methods until you find one that works best for your company.