“The area we always need to consider, and exactly where you need marketing, is what gains the best route to a marketing outcome.”
—Teresa Barreira
Kinds of Marketing
- Traditional: print, television, billboards
- Outbound: intrusive via print, TV, cold call
- Inbound: attracting customer vs interrupting them
- Digital: opposite of traditional marketing in channel and output
- Search Engine: SEO (organic standing) and PPC (in the search engine)
- Content: native to inbound, improves SEO, helping the buyer
- Social Media: delivered via social media platforms
- Video: kind of content marketing
- Voice: delivered via an Alexa or Google Home
- Email: best when personalized to them
- Conversational: live chat, phone, texts, Slack
- Buzz: strategy of including influencers early
- Influencer: experts delivering messages
- Acquisition: turn marketing into revenue instead of improve brand awareness or drive traffic
- Contextual: customized with the right message with a CRM
- Personalized: targeting personas with what they want
- Brand: shape public perception and craft emotional connection
- Stealth: product placement and invisible
- Guerrilla: brand activation in high-traffic, unexpected places
- Native: placing messages inside sponsored content
- Affiliate: commission based relatonships
- Partner: brand selling other brands
- Product: generating demand for a product released to market by positioning it, launching it, enabling salesfolks to sell it and empowering customers to get it.
- Account-based: treating an individual prospect as its own market
- Customer: different from acquisition mktg, focusing on retaining existing customers
- Word of Mouth: customers raising your NPS
- Relationship: creating brand evangelists
- User-generated: asking the public to figure it out
- Campus: college brand ambassadors
- Proximity: use beacons and bluetooth to ping you
- Event: leveraging a custom event with a point of view
- Experiential: emotional connection with an event or interaction to make it “magical”
- Interactive: including media like videos and surveys
- Global: understanding the world through market research and choosing the appropriate localized strategy
- Multicultural: go broader than the assumed majority
- Informative: more about facts and less about emotions
- Neuro: neuroscience used
- Persuasive: more emotional and less about the facts
- Cause: build upon CSR and doing good
- Controversial: attention-grabbing and polarizing (not by design)
- Field: sales enablement materials
