Digital marketing, like many of the people who currently work in the industry, was born in the 1990s. Since then, the industry has grown at breakneck speed, giving rise to a plethora of new types of marketing. So What are marketing types? What do you need to know about marketing types? Here is your complete guide to marketing types.
Every brand can use a combination of these tactics, from search engine marketing to account-based marketing, to attract its target audience and increase revenue.
Marketing Through Traditional Means
Traditional marketing refers to brand promotion through offline channels that existed prior to the internet’s rise. Consider billboards, flyers, and radio advertisements.
Because information was not as easily accessible and readily available, most traditional marketing relied on outbound tactics such as print, television advertisements, and billboards.
Cold calling, email blasts to purchased lists, and print ads are all examples of outbound marketing.
This marketing strategy is known as “outbound” because it entails sending a message to consumers in order to raise awareness about your products or services — regardless of consumer interest.
Marketing Through Inbound Methods
Inbound marketing, on the other hand, aims to attract rather than interrupt customers. Because consumers are empowered to conduct research online as they progress through their own buyer’s journey, the majority of inbound marketing tactics fall under digital marketing.
Attract, engage, and delight are the three pillars of inbound marketing. Your initial goal should be to create valuable content and experiences that will resonate with your target audience and entice them to visit your website.
The next step is to engage them using conversational tools such as email marketing and chat bots, as well as providing ongoing value. Finally, you continue to delight them by acting as a sympathetic advisor and expert.
Digital marketing is the polar opposite of traditional marketing, utilizing previously unavailable technology to reach audiences in novel ways. This marketing category includes all online marketing efforts.
Businesses connect with current and prospective customers through digital channels such as search engines, social media, email, and websites.
Search Engine Promotion
Search engine marketing, also known as SEM, encompasses all strategies used to ensure that your company appears on search engine results pages (SERPs). You can use SEM to rank your company first when a user searches for a specific keyword.
SEM is classified into two types: organic search engine optimization (SEO) and pay-per-click (PPC) advertising for sponsored search engine results.
To begin with SEO, you must first become acquainted with search engine ranking factors and create content for search engines to index.
Pay-per-click SEM entails bidding on keywords to have your ads displayed on platforms such as Google Ads. There are also ad management tools available to help with the creation and management of PPC campaigns.
Marketing with Content
Content marketing is an important tool in inbound and digital marketing because it is one of the most effective ways to reach out to your target audience.
It entails developing, publishing, and distributing content to your target audience via both free and paid channels such as social media platforms, blogs, videos, ebooks, and webinars.
The goal of content marketing is to guide your audience through the buyer’s journey. Prior to making a purchase, identify common FAQs and concerns that your buyers have.
Create an editorial calendar to aid in the creation and management of your content. It is also beneficial to have a content management system (CMS) to facilitate publishing.
Marketing via Social Media
Brands can promote their business and engage with audiences on a more personal level by using platforms such as Facebook, Instagram, LinkedIn, and Twitter.
However, two factors are critical for success on social media: relevant content and consistency.
Because no one uses social media to make a purchase, it is critical to balance promotion with entertainment. Images and captions that entice your audience to like, share, and comment will move your brand one step closer to gaining a customer.
Now for the important part: consistency is what keeps your followers coming back. How can they become invested in your brand if they only see it on their timeline every now and then? There are a variety of social media tools that automate the process of publishing content across platforms.
Marketing Through Video
According to a Wyzowl study conducted in 2021, 87% of marketers believe that using video in their marketing strategy yields a positive ROI. Video can increase brand awareness, generate conversions, and close deals, whether it’s for your website, YouTube channel, email list, or social media following.
Some video marketing apps can even analyze, nurture, and score leads based on their activity.
Email marketing is the use of email to connect brands with leads, prospects, and customers. Email marketing campaigns can be used to raise brand awareness, drive traffic to other channels, promote products or services, or nurture leads toward a purchase.
Email regulations such as the GDPR and the CAN-SPAM Act require brands to adhere to responsible commercial email practices, which can be summed up in three principles:
- Email only those who expect to hear from you. In other words, they’ve opted in.
- Allow subscribers to easily opt out.
- When you do make contact, be upfront about who you are.
With that in mind, the first step is to plan how you’ll build your email list — the database of contacts to whom you’ll be sending emails. The most common way is to use lead generation forms on your website.
Then, in order to send, track, and monitor the effectiveness of your emails, you’ll need email marketing software and a CRM. To take your email strategy to the next level and maximize productivity, consider email automation software that sends emails based on predefined triggers.
Marketing via Social Media
Buzz marketing is a viral marketing strategy that uses innovative content, interactive events, and community influencers to generate word-of-mouth marketing and excitement for a brand’s upcoming product or service.
When you reach out to influencers early on and have a plan in place to generate buzz around your brand, buzz marketing works best. Invest in social listening software to keep tabs on how your audience is reacting.