You can build the most innovative product imaginable, one that has the power to completely revolutionize an entire sector, but if it remains unknown, it will gather dust rather than accolades. This is the ultimate goal of marketing - to help people discover and learn more about your brand and products. Marketing done well involves building a relationship with customers, understanding their needs, and learning how to serve them better.
What is marketing?
Marketing is a very broad term that can cover a number of activities. It’s not just billboards, TV adverts, or social media adverts, but it’s about the way a company communicates with its audience and customers. A company’s marketing strategies will change and develop over time as it continues to iterate and develop a better understanding of the needs of its customers.
Advances in technology also bring with them changes in marketing; search engine marketing emerged in the early 2000s and social media marketing exploded with the growth of social media. The future of marketing will no doubt include other new technologies, some of which we can’t even fathom today.
In this post, we explore 24 types of marketing and how they might work for your brand. Whether you're a startup seeking visibility or an established brand looking to resonate with a new audience, it’s important to experiment, iterate, and explore to see how marketing can help more customers discover your product.
24 types of marketing
1. Content marketing
This is about storytelling that resonates with your audience. By creating and sharing valuable, engaging content that appeals to your audience's interests and needs, you can attract, engage, and convert them into customers. Discover the art of narrative writing and learn how to tell better stories.
“Marketing is no longer about the stuff that you make, but about the stories you tell.”
2. Social media marketing
This strategy involves building a community around your brand on social platforms. By posting engaging content, responding to comments, and interacting with followers, you can foster relationships with your audience and increase brand loyalty. Use a content planner like our LinkedIn Content Planner to be consistent and strategic in your approach.
3. Email marketing
This direct communication tool allows you to reach your customers' inboxes with personalized content, updates, and promotional offers. It's an effective way to maintain customer relationships beyond the initial purchase and encourage repeat business.
4. Influencer marketing
Influencers are individuals who have built a substantial following on social media and have earned their audience's trust. Partnering with these influencers allows your brand to reach a larger audience and gain credibility through their endorsement.
5. SEO marketing
Search Engine Optimization is the practice of optimizing your website to rank higher in search engine results, increasing the quantity and quality of traffic to your site. This includes keyword research, on-page optimization, and building backlinks. Ultimately, you need to understand what you're target market are searching for and build content and pages to help serve them.
6. PPC marketing
Pay-per-click is an online advertising model where marketers pay a fee each time their ad is clicked. By buying visits to their site, businesses can achieve immediate visibility on search engine results pages.
7. Affiliate marketing
In this performance-based marketing strategy, businesses reward affiliates for each customer brought by the affiliate's marketing efforts. Affiliates promote the company's products or services and earn a commission on each sale or lead they generate. This sometimes goes hand-in-hand with Influencer marketing.
8. Mobile marketing
This strategy involves reaching customers and prospects through their mobile devices. From SMS marketing to mobile apps and responsive web design, mobile marketing allows businesses to connect with their audience wherever they are.
9. Viral marketing
This strategy involves creating content that spreads rapidly online through social shares. By crafting compelling, share-worthy content, businesses can significantly increase brand awareness and reach.
10. Video marketing
Video content is engaging, memorable, and more likely to be shared than other types of content. From product demos and how-to videos to customer testimonials, video marketing can enhance customer engagement and boost conversions.
11. Event marketing
This promotional strategy involves face-to-face contact between companies and their customers at special events like trade shows, fairs, and exhibitions. Businesses can showcase their products, interact with customers, and strengthen their brand image through event marketing. Use our event planning checklist to help organise your next big event.
12. PR marketing
Public Relations involves managing and shaping the public perception of an organization. By maintaining positive relationships with media outlets, handling crisis situations, and promoting positive news and events, businesses can build a favorable public image.
13. Direct marketing
This type of advertising involves sending promotional messages directly to potential consumers through mail, email, telemarketing, and other channels. By targeting specific audience segments, businesses can personalize their marketing messages and boost response rates.
14. Community marketing
This strategy involves engaging with your existing customers through forums, social media groups, and other platforms. By nurturing your community, you can encourage loyalty, user-generated content, and word-of-mouth referrals.
15. Relationship marketing
This strategy focuses on building long-lasting relationships with customers. By providing excellent customer service, personalized experiences, and customer loyalty programs, businesses can turn transactional customers into loyal brand advocates.
16. Green marketing
This marketing approach involves promoting products with environmental benefits. By showcasing their commitment to sustainability, companies can attract eco-conscious consumers and differentiate themselves from competitors.
17. Cause marketing
This strategy involves partnering with a non-profit organization to promote a social or environmental cause. By aligning themselves with a cause, businesses can strengthen their brand image and resonate with socially conscious consumers.
18. Guerilla marketing
This strategy focuses on using surprise and/or unconventional interactions to promote a product or service. Guerrilla marketing is about taking the consumer by surprise, making an indelible impression, and creating copious amounts of social buzz.
19. Experiential marketing
Also known as engagement marketing, this strategy invites an audience to interact with a brand in a real-world situation. Using participatory, hands-on, engaging experiences, brands use experiential marketing to create a closer bond between the consumer and the brand.
20. Digital marketing
Digital marketing leverages online channels to reach consumers. From SEO and PPC to social media and email marketing, digital marketing strategies help businesses connect with their target audience, generate leads, and drive sales in the digital space.
21. Product marketing
This strategy involves positioning and promoting a product to reach potential customers. It involves understanding your audience's needs, creating a message that resonates with them, and delivering it through the right channels.
22. Niche marketing
Niche marketing focuses on a narrow market segment. By understanding and serving this specific audience's unique needs and preferences, businesses can establish themselves as industry leaders and command higher prices.
23. Proximity marketing
Also known as location-based marketing, this strategy involves sending targeted marketing messages to mobile devices in a specific geographic area. It can be highly effective in driving foot traffic to retail stores and venues.
24. Referral marketing
Referral marketing leverages the power of word-of-mouth by incentivizing existing customers to refer their friends and family. These personal recommendations can have a significant impact on consumer decisions and help businesses acquire new customers at a lower cost.
Marketing is not a set-it-and-forget-it endeavor. Rather, it's a dynamic, creative, and highly iterative process. It demands a constant cycle of testing, analyzing, refining, and revising. As we've discovered through these 24 types of marketing, there are countless ways to reach and resonate with your audience.
Yet, it’s important to remember that no two campaigns, audiences, or brands are the same. What works wonders today might falter tomorrow. The real magic of marketing lies in its potential for adaptation, evolution, and growth.
Embrace the journey of marketing, with its trials, triumphs, and endless possibilities for innovation.