WEB MARKETING
1. Traditional or Offline Marketing
Traditional marketing is about offline marketing tactics such as billboards, flyers, and ads on radio that were around before the internet was created. Traditional marketing is referred to as offline marketing because many of the marketing tactics were not digital. Even though you see the words offline and traditional, this type of marketing is still around with advertising on print magazines, newspapers, and TV channels.
2. Digital Marketing
Digital marketing is about using the internet to market. Digital marketing is an umbrella term for anything that is digital in nature with marketing such as search engine optimization and websites. Digital marketing utilizes technology to reach a target audience. This type of marketing uses search engines, social media, email, mobile apps, and websites to connect with its audience.
3. Outbound Marketing
Outbound marketing is about going out into the traditional or digital worlds and interrupting an audience to communicate its messages about its products and services. Outbound marketing is typically referred to as cold calls or emails, direct mail, and most types of advertising. Outbound marketing pushes its messages to people who may not want to hear those messages.
4. Inbound Marketing
Inbound marketing is about marketing focused on attracting customers rather than interrupting them. It typically falls under the digital marketing umbrella because the audience contacts a company via a website, email, or phone call. For example, a person searches for an answer to their problem on Google and then stumbles upon a piece of content that solves that problem. They contact the company to talk to someone who can explain more.
5. Content Marketing
Content marketing is the process of creating and distributing content to its target audience. It is usually a form of inbound marketing, but it can also be part of outbound marketing. Content marketing is used to generate leads or potential customers via blog posts, whitepapers, eBooks, and many other types of content. Content is usually developed to help leads or potential customers with answers to their questions.
6. Search Engine Marketing (SEM)
Search engine marketing, or SEM for short, is about marketing through search engines such as Google and Bing. Search engine marketing is divided into two categories: paid advertising and organic.
- Paid advertising is also referred to as pay-per-click (PPC) advertising because marketers PCC on their ad. Companies create and manage PPC campaigns that bid on keywords to get ads placed in front of a target audience using ad management tools.
- Organic is about creating content the search engines love because it’s relevant and helpful to searchers. Search engine optimization (SEO) is a common term used to increase your content, so your content shows up on page one of search engine results pages (SERPs).
7. Product Marketing
Product marketing is about driving demand for a company’s products. It’s about taking product pictures, launching campaigns, and creating product adoption through positioning, messaging, and market research. Product marketing works with sales, marketing, and customer success teams to launch products. They create content to enable sales to know how to best talk about a product to a potential or current customer.
8. Business-to-Business (B2B) Marketing
B2B marketing is about the marketing of products and services by businesses to other businesses. For example, a manufacturing company selling their products and services to an oil and gas company. Marketers use this term to differentiate their audience from business-to-consumer (B2C) marketing.
9. Business-to-Consumer (B2C) Marketing
B2C marketing is about marketing products and services to consumers. The term is about selling directly to consumers who are the end-users of a company’s products and services. A good example is Amazon and Walmart, where individual customers buy directly from them.
10. Account-Based Marketing (ABM)
ABM is a type of marketing that focuses on specific accounts or companies. Marketing teams create content, events, and campaigns for employees who work at that account or company. ABM allows companies to use their limited resources on targeted and personalized campaigns for their ideal customers. They focus their time and resources on a limited number of companies that would most likely buy their products and services.
11. Affiliate Marketing
Affiliate marketing is where a company agrees to work with a partner to pay a commission for traffic or sales generated from the partner. The partner receives money every time someone clicks on a link or buys something via that link. The paying company awards its affiliates for helping grow its sales.
12. Brand Marketing
Brand marketing is a type of marketing that promotes a company’s brand and its respective products and services. A brand is about a long-term, strategic plan to increase a company’s recognition and reputation. Some good examples of brands you will know: Apple, Mastercard, BMW, and Coca-Cola.
13. Social Media Marketing
Social media marketing uses social media channels such as Twitter, LinkedIn, Facebook, Instagram, and TikTok to market a company’s products and services. The goal is to grow a company’s social media audience and then engage with them. Tactics include publishing content, responding to comments, and running social media ads.
14. Email Marketing
Email marketing is about a brand connecting to potential and current customers via email. Email marketing is used to increase brand awareness, promote content, and nurture leads toward a purchase. Companies need to act according to regulations such as the CAN-SPAM Act and General Data Protection Regulation (GDPR).
15. Direct Marketing
Direct marketing is when a company markets and communicates directly to a target audience using snail mail, email, and social media. It is chosen for its lower cost and personalization of messaging. For example, a company selling its products in its own store instead of using a wholesale distribution channel such as Costco Wholesale.
16. Influencer Marketing
Influencer marketing is about a company working with influential people to promote its products and services. An influencer has a big “following” on social media or is an authority in a specific field. Influencer marketing is effective because people trust the influencer for advice.
17. Word-of-Mouth Marketing or Buzz Marketing
Word-of-mouth marketing is where a company influences and encourages honest discussions about its products and services. This can come from exceeding their target audience’s expectations, and the target audience spreads the word about their experience. Word-of-mouth is also called buzz marketing because a company creates a “buzz” with publicity in the media or top influencers.
18. Event Marketing
Event marketing is where a company uses events to market and communicate with their target audience to promote its products and services. Event marketing aims to create a memorable experience by engaging event participants through demos, attending lunches or dinners, networking events, or watching a concert.
19. Guerrilla Marketing
Guerilla marketing is where a company uses unexpected or unconventional marketing tactics that are low-cost, creative, and use public places such as streets and shopping malls to create a solid and memorable impression on its target audience. The goal is to provoke word-of-mouth and emotional connection with short and straightforward messages.
20. Video Marketing
Video marketing is about using videos that are created for YouTube, websites, emails, or social media to boost brand awareness, generate conversations, and answer a target audience’s questions about specific topics.
21. Cause Marketing
Cause marketing is where a company associates itself with social or cause issues while promoting its products and services. For example, a company may advertise their brand and donate some of the revenue they earn to a specific charity. The goal is to align their brand with a particular cause and encourage their target audience to get involved.
22. Relationship Marketing
Relationship marketing is about focusing on building new relationships or strengthening relationships with potential and current customers. The goal is to improve customer loyalty and cultivate more profound and meaningful connections to ensure the target audience is a long-term customer. Certain companies are concerned about their Net Promoter Score that measure a customer’s experience and predicts growth. Companies want customers to turn into raving fans of their products and services.
23. Voice Marketing
Voice marketing is about companies communicating to their target audience through smart speakers such as Amazon Alexa, Google Nest, Apple HomePod, or Sonos One by answering their questions about specific topics. Companies are optimizing their websites for voice search.
24. Conversational Marketing
Conversational marketing involves one-on-one conversations with its target audience via multiple marketing channels such as live online chats, texts, email, and other media.
25. Partner Marketing
Partner marketing, also known as co-marketing, is where a company partners with another company on a marketing campaign and shares results. Companies engage in this type of marketing to reach similar target audiences or grow the target audience that they haven’t reached yet.
26. User-Generated Marketing
User-generated marketing is about using a target audience’s content in their marketing efforts. Tactics include:
- asking the target audience to do an activity
- sharing photos and videos
- using specific hashtags in their social media posts
27. Campus Marketing
Campus marketing is where a company visits a college campus to market its products and services. This type of marketing usually involves student brand ambassadors who bring awareness of a company to their fellow students. Tactics include booth, campus events, and giving out promotional items.
28. Proximity Marketing
Proximity marketing is about targeting a users’ location to show them the right products and services. For example, if a user goes grocery shopping, they could get discounts from the grocery store.
29. Experiential Marketing
Experiential marketing is about making the experience magical for the attendees by giving them something to take with them after the event. It immerses customers within a product or deeply engages them not just to buy a company’s products or services but to experience the brand. The point is to forge a lasting emotional connection between the company and the consumer.
30. Interactive Marketing
Interactive marketing is where a user engages interactively with the brand, and the company adapts its approach based the user’s behavior. For example, if you are searching for a specific book on Amazon, they show you similar types of books the next time you visit them.
31. Field Marketing
Field marketing is about selling in the “field” and promoting products and services directly to a target audience. Companies can distribute product samples, organize demos, and pass out brochures at an event or in a neighborhood or community.
32. Multicultural Marketing
Multicultural marketing is about marketing to different ethnicities and cultures within a target audience. It is about researching those communities and figuring out the right messaging that will resonate with those groups’ needs and values.
33. Neuromarketing
Neuromarketing is about using neuroscience to get information about a consumer’s decision-making process and predict behaviors. Research can include eye-tracking, analyzing brain scans, and tracking physiological functions in response to marketing messages.
34. Controversial Marketing
Controversial marketing is about focusing on controversial topics to grab the attention of a company’s target audience to spark a discussion about a specific topic. It helps generate some buzz around your company, but there is a risk that the tactic could negatively impact a brand and turn off potential customers.
35. Global Marketing
Global marketing is scaling your marketing efforts to a worldwide audience. How does your marketing, geared toward an American audience, resonate in Europe and Asia? It’s about determining how to change your messaging, price, and advertising to reflect the local area. For example, how marketing works best in Germany compared to the United States.
Bringing It All Together
There are many types of marketing. Some types of marketing are used for a brand to differentiate itself from other brands, and some are to accommodate a target audience’s behaviors, values, and needs.
Marketers have a lot of options in the modern marketing world to achieve their goals. Knowing the options is an excellent place to start. The key to marketing is to engage with your target audience, provide a return on investment, drive leads to gain new customers, and grow a company’s revenue.
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