Marketing includes a wide variety of strategies, tactics, and tools. Some are as old as marketing itself, others are up-and-coming and rely on the internet. With the right combination of traditional marketing, digital marketing, event marketing, and mixed media, you can create a winning marketing plan for your business.
B2C vs. B2B
All of the types of marketing fall into two main categories: B2C and B2B. B2C stands for Business to Consumer, meaning the target audience is individuals who use the product or service directly. B2B stands for Business to Business, which means the target audience is other companies.
Examples of B2C marketing
- A TV advertisement for a fast food restaurant
- Instagram ads for a jewelry show
- Direct mail coupons for a department store
Examples of B2B marketing
- Event marketing at trade shows
- Inbound marketing strategies
- Account-based marketing campaigns
Types of Traditional Marketing
Traditional marketing refers to marketing strategies, tactics, and tools that have existed as long as marketing as a concept. Traditional marketing aims to reach a broad audience.
Outbound marketing is when a company shares their message out to an audience. Billboards, bus and subway ads, and other outdoor advertising are examples of outbound marketing.
With direct mail, companies send ads like coupons and fliers to specific addresses. This was the earliest way businesses could target customers by geographic area. Direct mail and email marketing are two kinds of direct marketing.
Public Relations Marketing
PR marketing involves a company partnering with a news source to create buzz around their business. Common uses for PR marketing include launching a new product, changing leadership, or announcing an expansion. It doesn’t always directly promote a product, but it does increase brand awareness. PR marketing is especially relevant in the B2B marketing landscape.
Word of Mouth Marketing
Word of mouth marketing relies on existing customers recommending your business to new customers. A common word of mouth marketing tactic is setting up a referral program where you offer an incentive to customers who refer your business. Referral programs are popular with client-based small businesses and subscription services.
Stealth marketing is promoting a good or service without the prospect realizing you’re marketing to them. The most traditional example of stealth marketing is product placement on TV shows.
The goal of brand marketing is to establish a good reputation for your company over the long game, not necessarily to promote a particular product or service. Companies can measure how effective their brand marketing is by measuring brand awareness metrics.
Cause marketing involves a company backing a cause that is related to their company values to attract customers who share those values. For example, Patagonia pledges 1% of sales to environmental preservation.
Product marketing is a marketing strategy where developers, sales and various marketing functions collaborate to strategically develop products and promote their key differentiators. B2B and tech companies use product marketing the most.
Types of Digital Marketing
Digital marketing is an umbrella term for various marketing strategies that are carried out online.
Inbound marketing brings potential customers to you as opposed to sending a message out to them. Inbound marketing can involve a variety of digital marketing tactics. The overall goal is to nudge potential customers further into the conversion funnel.
Examples of digital inbound marketing tactics include:
- Content marketing
- Email marketing
Content marketing involves creating educational and entertaining content to encourage potential customers to interact with your brand. This content could include
- Blog posts
- And more
In affiliate marketing, a marketer promotes another company on their blog, social media, or website and earns a commission on the sales. It’s often combined with influencer marketing tactics.
Social Media Marketing
Social media marketing is any marketing efforts that use social media platforms as their primary channel, including:
- Paid ads on social media platforms
- Organic content from your social media pages
- User-generated content.
Social media marketing is useful for any type of business, but is especially popular with ecommerce. When a social media post is timely and popular, it can become a viral marketing moment.
With email marketing companies send marketing messages to potential customers through email. It's an effective, low-cost way to hit your target market. Email marketing also makes it easy to customize your messages with segmentation and A/B test future marketing strategies.
Mobile marketing refers to sending text messages and push notifications with marketing messages. It’s similar to email marketing and is great for promoting discounts and promotions. The main downside is that it’s harder to get customers’ phone numbers than email addresses.
Video marketing is using videos to promote and market your product or service. It can also
- Increase engagement on your social media channels
- Educate your consumers and customers
- Reach your audience with a new medium.
Video marketing got its start when YouTube launched in 2005 and has been growing in popularity ever since.
Influencer marketing involves using social media platforms to partner with people with dedicated, engaged followings in their niches. When an influencer backs your product, their followers see it as credible you get more brand awareness.
Search Engine Marketing and Search Engine Optimization
There are two ways to use search engines to promote your business: search engine marketing (SEM) and search engine optimization (SEO). SEM refers to paid methods like pay-per-click ads and suggested posts. SEO refers to optimizing content so it will rise up the search engine results page organically.
Event marketing is promoting your brand, product or service by planning and executing events. The role that companies play in these events could be
- Attending as an exhibitor
- Sending a keynote speaker
- And more
These events are also great ways to show off your skills, network with other business owners, and fundraise for nonprofits. Some examples of these events include
- Trade shows
- Seminars and Webinars
- Pop-up shops
- Launch parties
- Job Fairs
Types of Mixed Media Marketing
Guerilla marketing uses unconventional methods to boost sales and create brand awareness. This could mean anything from using street art in a public space to hosting immersive pop-up experiences. Guerrilla marketing doesn’t require a high budget, but it does require creativity and tight execution.
The goal of relationship marketing is to build brand loyalty. This marketing strategy prioritizes retention of existing customers over acquisition of new customers. Relationship marketing tactics include
- Loyalty programs
- Product recommendations
- Product care tips and guides
- High quality customer service
Account-based marketing (ABM) is an acquisition marketing strategy that is popular with B2B companies with niche target audiences. ABM involves creating personalized messages, campaigns, and buying experiences for a specific company to generate new leads.
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