- Account-based marketing
- Affiliate marketing
- Article marketing
- Behavioral marketing
- Below-the-line marketing
- Brand marketing
- B2B marketing
- B2C marketing
- Community marketing
- Content marketing
- Contextual marketing
- Cultural marketing
- Digital marketing
- Direct marketing
- Drip marketing
- Email marketing
- Global marketing
- Influencer marketing
- Online marketing
- Partnership marketing
- Relationship marketing
- Video marketing
Have you ever wondered how many varieties of marketing there are? It’s surprising. Just search for the phrase “types of marketing,” and you’ll see lots of different methods and channels.
That’s why we got an idea to compile a list of the 22 most effective types of marketing that you might want to try. Some of them you may have been using for years, others might be quite new to you. Try them and share your results with us.
Account-based marketing (ABM) is a B2B type of marketing that uses profoundly personalized campaigns to win over specific accounts. Rather than counting on mass campaigns intended to target the whole market, it treats different accounts as “markets in their own right.”
Such an audience segmentation is beneficial, as it reduces the dilemma of inbound marketing when you produce lots of poor-quality leads that will never convert. ABM also gives a strong significance to quality outreach and building relationships.
So, rather than writing a blog post after a blog post and pumping your email lists with content produced for a mass audience, think about crafting content and experiences for a distinct segment of people.
Affiliate marketing is an achievement-based type of marketing in which a company pays its partners for each visitor or client brought by their marketing activities. To put it simply, an affiliate finds a product or service they like, promotes it on their own to others, and gets part of the profit for every sale that those people make.
Affiliate marketing is often called referral marketing when a business gets promoted by its clients. Influencer marketing can also be considered affiliate marketing, as long as the influencer gets paid for each new client they refer.
Successful affiliate marketers are consistent with their involvement efforts. For example, they contact their email lists, create a new post for the blog, and reach out to their audience minimum once per week.
This is why you shouldn’t feel like you are disturbing your prospects as long as you present valuable content and generous offers they can benefit from.
Article marketing is a type of marketing in which businesses write articles and then systematically place them on online platforms. Article marketers use the services of online news media, individual writers, bloggers, online publishers, industry commerce magazines, or other theme-specific platforms.
Articles used for marketing are usually divided into three types:
- Articles for blogs or websites
- Articles for press releases
- Articles placed for distribution in article catalogs
Product makers, service suppliers, and franchise or business opportunity firms often hire article marketers or purchase content from them to promote their companies. In every trade, an elaborate article can be a big help to a business’s net result.
To find prospects for article marketing, it’s always useful to use tools like Snov.io Email Finder and Email Verifier. With them, you can reach out to thousands of bloggers in your niche and verify contact lists within minutes.
Behavioral marketing is a sort of automated selling to customers, but it’s based on their actions. It is usually a web-based type of marketing.
Some of the examples of clients’ behaviors that trigger a specific marketing message will be when a user:
- Buys something
- Likes or shares a post on social media
- Clicks on a link (on a website or in an email)
- Visits a particular web page
- Downloads a PDF, etc.
For instance, customers visit some pages of the travel category on a specific site. They are then offered airline ticket ads. In the majority of cases, the advertisements are served over a run-of-site placement. The customers’ behavior is the core factor, not the placement.
Another example is when you buy a bottle of yogurt, scan a QR code, and get a special marketing message. In this situation, your action shows the dairy company you’re OK with the product and ready to deal with the brand.
In below-the-line (BTL) marketing, products are advertised in media other than conventional television, radio, billboards, posters, video production formats, and other methods of above-the-line advertising.
Basic types of BTL marketing practices combine direct mail campaigns, catalogs, trade shows, and targeted SEO marketing. Such marketing techniques tend to be more cost-effective and strive to address clients directly, rather than to throw a wide net to spread over mass audiences.
For example, instead of displaying a nationwide advertisement during a popular TV program, you might rather aim at an in-store presentation of a new product that customers may want to try in person. This enables a more personal involvement, where a sales representative can reply to the clients’ direct questions and better demonstrate the offered products.
Investment in brand assets is profitable for strengthening your company’s prestige, clients’ loyalty, and market influence. Brand marketing aims at promoting your services or products in a way that emphasizes your entire brand. It connects your individuality, personality, and values with messages to your target groups.
A perfect example of a business with strong and long-running brand equity is Apple. The company has developed an original brand by positioning itself as an innovative rebel in the technology world.
Business-to-business (B2B) marketing
As the name implies, business-to-business (B2B) marketing relates to selling services or products to other businesses, companies, or corporations.
It has some principal differences from business-to-consumer (B2C) marketing that is focused on end buyers. B2B marketing messages tend to be much more straightforward and informative. The reason is that in the business world, bottom-line revenues influence all business investment decisions. Such things as return on investment are seldom a concern for an ordinary person, at least in a financial sense. But it’s a principal point for B2B decision-makers.
Business-to-consumer (B2C) marketing
B2C marketing refers to methods and approaches, in which a business advertises its services and products to end buyers, individual people. This includes designing, promoting, and delivering products to customers for their everyday use.
As mentioned earlier, B2C and B2B methods differ a lot. While considering a B2B deal, a company will expectedly conduct a comprehensive analysis before investing in new office space, software, or a large investment contract with another company. Meanwhile, B2C purchases are commonly more spontaneous and emotional.
This is why strong B2C marketing campaigns usually aim to spark impulsive, emotional feedback, while B2B campaigns concentrate on offering justified value.
Community marketing (also known as loyalty marketing) includes promotion activities that focus on existing clients (as opposed to new clients). This type of marketing is effective because keeping a client will always be cheaper than converting a new one.
As a rule, community marketing focuses on creating an engaging brand presence to communicate with a group of existing clients. It’s often practiced in places like supporter communities, Facebook pages and groups, online message platforms, and Twitter accounts.
Community marketing achieves four things for a company. It connects:
- A business with clients to strengthen loyalty
- Clients with clients to boost product satisfaction and brand recognition
- Existing clients with prospects
- Prospects with each other
There are two basic types of community marketing:
- Natural (organic) marketing that takes place without the supervision of the business (e.g., word-of-mouth advertising)
- Sponsored marketing that is supported by the business via investments
To boost society’s support, many businesses offer exclusive rights to use their products and features to community members. It might be helpful podcasts, webcasts, and email digests. People flock around valuable content (articles, guides, tips & tricks, etc.) but not advertising messages.
Content marketing is a type of marketing concentrated on producing and sharing content online for the targeted audience. Companies use it to:
- Boost brand recognition and generate leads
- Grow their client base
- Initiate or enhance online sales
- Enhance brand trustworthiness
- Get online users involved
Content marketing attracts visitors and converts prospects into buyers by producing and distributing valuable content for free. It doesn’t include direct sales. Alternately, it grows trust and empathy among the audience.
When companies implement content marketing, their attention should be focused on the needs of a client or a prospect. After identifying the pain points, the valuable content can be offered in lots of forms, such as news, white papers, videos, podcasts, infographics, e-books, how-to guides, email newsletters, etc.
Contextual marketing is an online promotion method, in which customers are offered targeted ads based on phrases they search for or their latest browsing activity. This way, companies hope to reduce user dissatisfaction with online ads and, concurrently, grow click-through and conversion rate statistics.
Google’s AdSense application, for instance, is based on contextual marketing. Ads are presented there based on words and phrases that the user looks for.
Contextual marketing is also used in email marketing:
- Personalized content: the more information about the prospect you have, the more appropriate and personalized message you can send. Targeting the audience’s needs is the basis of successful marketing.
- Enhanced performance: sending email drip campaigns that satisfy readers’ needs leads to better performance since you aren’t sending a message that’s discrepant with their interests or stage in the sales funnel.
In all cases, the better you know your audience, the better outcome you will receive.
Cultural marketing is a type of marketing where a message is shared among a specific group of potential buyers who relate to a well-defined demographic or cultural stratum. Factors like tradition, religion, language, etc. also help deliver the message and convince potential clients.
To compose a cultural marketing advertisement, marketers investigate what is going on in the target culture. They thoroughly examine the cultural stratum to prognosticate what things will be important in the future. They detect cultural tendencies to follow the demands of the dynamic market.
Digital marketing is the promotion of goods or services by applying digital technologies, mostly on the Internet. It also involves display advertising, mobile phones, and any other digital channels.
Digital marketing campaigns are getting more widespread and effective as digital media are getting more and more incorporated into companies’ marketing plans and consumers’ daily lives. In particular, SEO, content marketing, influencer marketing, data-driven marketing, e-commerce marketing, social media marketing, etc. are becoming an integral part of our technological life.
A business that applies direct marketing is attempting to directly influence end buyers’ or business clients’ purchasing decisions. In contrast, corporations that produce goods practice indirect marketing when promoting via wholesalers.
Examples of direct marketing channels:
- physical mail
- SMS (texting)
- broadcast faxing
- telemarketing (phone)
- direct response TV (commercials or infomercials)
Direct marketing enables you to generate a precise response from your targeted audience. It’s remarkably useful for startups and small companies as it lets you concentrate your modest resources where they are most likely to deliver results.
Drip marketing is an approach used in direct marketing to attract customers through lead nurture plans. It includes sharing promotional materials with your prospects database regularly over extended periods to nurture prospective leads via the pre-planned promotion funnel.
Drip marketing is often carried out through email drip campaigns, where scheduled messages are systematically sent to prospects lists at a specific time to engage and attract them. Sending branded messages repetitively to the same lead groups will grow their brand awareness and enable you to re-engage and capture them back into the promotion and sales funnel.
Tools like Snov.io and social media like Facebook, Instagram, and Twitter are the best channels for finding leads and conducting drip campaigns for an extensive user base.
Email marketing is the organized and pre-planned activity of sending promotional email letters, usually to specific lists of people, by applying email tools. In its most general sense, each message sent to a prospect or an existing client can be regarded as email marketing.
Email marketing has lots of benefits. Selling your goods or services through email can be a quick, secure, and cost-effective method of attracting new clients and preserving existing customers by promoting recurred website visits. Email marketing drip campaigns enable you to compose personalized and targeted successions of messages for most effective outreach.
Email marketing is powerful in establishing connections with leads, prospects, existing clients, and even former clients as it allows you to address them directly, via friendly messages, at any moment that is comfortable for them.
Global marketing is adapting the marketing tactics of your business to the markets of other countries. It’s more than marketing your goods or services around the world. Instead, it’s a complete cycle of planning, creating, and promoting your products in a global market.
Thanks to the extensive internet connection, global marketing is not the privilege of large corporations anymore. It’s something anyone can do from home.
In all cases, if you’re a business that works worldwide, you do not send the same message to different markets. To preserve the essence of what you want to communicate, your marketing campaigns, including lead generation and email campaigns, should be localized to match the mindset of the particular market.
Influencer marketing is the idea of promoting something using the assistance of a particular person who has some authority over a specific audience. This personality is often a niche leader or a person with some influence over the market.
An influencer could be a famous person, someone with a solid experience in sales, a famous author, or a celebrity with a large Instagram or Twitter audience. The power of market influencers fluctuates with time, so it’s a useful habit to follow some market influencers to see the market changes and adapt to trends.
Online marketing utilizes web-based marketing channels to share information about a company’s products and services to its potential clients. The goal of this type of marketing is to influence potential clients using platforms where they spend their time searching, shopping, and communicating online.
There are many advantages and difficulties intrinsic to online marketing, which uses originally web-based tools to interest, involve, and convert online users to prospects and then to clients.
The strategies and methods used for online marketing include:
- Social media marketing
- Email marketing
- Events & webinars
- Display advertising
- Search engine marketing
- A/B testing & website optimization
- Marketing analytics
- Content marketing
- Marketing automation
- Content management system (CMS)
- Customer relationship management (CRM)
- Pay-per-click (PPC) advertising
- Video marketing
- LinkedIn ads
Partnership marketing is about cooperating with a company or a person because their activity has a relation to the audience that you’re planning to market to. A successful partnership enables you to introduce your service, product, or brand to a new market segment.
For example, some time ago, Apple partnered with Starbucks. The agreement was simple. Starbucks supplied their customers with free WiFi. Apple provided Starbucks clients with free access to music from iTunes.
There are several most prevalent forms of partnership marketing used by businesses of all sizes and types:
- Joint products
- Product placement
- Shared stores
To find new partners in related market sections, it is helpful to use specialized lead generation services and apps.
Relationship marketing is building, strengthening, and nurturing relations with customers. It’s a long-lasting play that concentrates on client engagement and loyalty, rather than short-term goals like converting and sales.
Giving clients the information suited to their interests and needs and providing open dialogue helps companies reach their goals. One more benefit of using relationship marketing is that it boosts communication and customer satisfaction levels, as well as saves money on converting new leads.
Video marketing involves producing videos to advertise and market your goods or services, boost activity on your website or social platforms, and give your users and clients useful information.
Clients like videos as they are easy to comprehend, interesting, and appealing. Businesses like them, too, as videos can give a potentially large return on investment through multiple channels. They are also convenient for any person with an internet connection, both to view and to create.
There are several varieties of video marketing you can employ to sсale your business:
- Brand videos
- Event videos
- Explainer videos
- Live videos
- Educational or how-to videos
- Disappearing videos
- Demo videos
- Personalized messages
- Expert interviews
- Case study and customer testimonial videos
- Augmented reality videos
- Animated videos
- Virtual reality and 360 videos
Wrapping it up
We hope you found this list of types of marketing useful and consider applying some of them for growing your business.
Which of these methods do you already use? Which of them do you find most useful and why?
Please share it with us in the comments.