The 83 main types of marketing, explained and with visual examples for you – WAU
Among all types of existing marketing, we have separated the main 83 to dissect and show how you can apply.
Those who work in marketing are never stopped. There is always new content to read, a new concept to study, a new strategy to apply.
Do you know why? Because marketing follows the changes in society’s behavior and must always be adapting. That’s why there are so many types of marketing, which serve different situations, needs, channels, companies and consumers.
If you follow us, you must have already learned about the various types of marketing that exist. Now, in this post, we bring them all together!
There are more than 82 aspects to know, analyze and apply in your strategies. In most topics, you will see a case in the area and you can also access the full post on our blog to get deeper into the subject. So, come on?
We started the list with this marketing that we love so much! Digital Marketing are the strategies carried out in the online environment, which include Content Marketing, Social Networks and Search, for example.
Increasingly, marketing is turning to digital, as people have started to consume content on the internet, leaving aside traditional vehicles such as TV and radio.
Offline Marketing (or Traditional Marketing) involves all actions outside the internet, such as newspaper advertising, distribution of gifts and telemarketing, for example.
Although marketing funds are migrating to digital, the tendency is for actions to become increasingly integrated, without this barrier between online and offline.
At the time of purchase, for example, the integration between online and physical stores offers a better customer experience. In the UK, fashion retailer Oasis sets a good example:
Note the examples we cite in Offline Marketing. In all of them, the brand goes after the consumer with an ad, a conversation or a call. That’s what Outbound Marketing is: an active approach by companies to win new customers.
However, this strategy is currently being questioned, as it always interrupts some daily activity of the consumer, which generates a negative perception of the brand.
In contrast to Outbound, Inbound Marketing gains strength. Instead of invading people’s routine, Inbound uses strategies to attract consumers with content relevant to them and then convert them into customers.
It is not by chance that this aspect of marketing is also known as Attraction Marketing, which can complement itself with Outbound to obtain the best results.
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With the growth of Digital Marketing and Inbound Marketing, some strategies have been strengthened as a means of achieving success on the internet.
One of them is Content Marketing, which consists of offering relevant and valuable content to the persona, in order to engage them throughout their purchase journey and generate a positive perception of the brand.
These contents are offered in the most diverse formats, in blogs, social networks, e-mails, e-books, infographics, webinars.
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Numbers are Performance Marketing’s greatest allies. In this aspect of marketing, the planning, execution and evaluation of a campaign are based on data, with the objective of basing decisions, optimizing investments and generating better results.
Performance Marketing is essentially concerned with ROI – after all, it is the financial results that demonstrate the real impact of strategies on the business.
E-mail Marketing is an essential tool of Digital Marketing. Sending content and offers by e-mail serves to get closer to the consumer, direct them to the website and guide them throughout their shopping journey.
To do this, however, you must obtain authorization to send. Then the segmentation the email base and the personalization messages will make your strategy more relevant.
Facebook, Twitter, Instagram, LinkedIn: these are the 4 most used social networks today. And, if consumers are using it, brands must also be there to inform, observe and interact with their audience.
In addition to a relationship environment, social networks also offer ad platforms that allow you to reach consumers more precisely.
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9. Search Marketing (Search Engine Marketing or SEM)
Marketing strategies within search engines, such as Google and Bing, include paid advertising (sponsored links) and organic (SEO).
In both cases, the brand appears to the user whenever he is actively searching for some content that he offers – therefore, this is one of the main weapons of Inbound Marketing.
Mobile Marketing considers the characteristics of mobile devices and the mobility of consumers in order to offer them a better experience. Creating responsive sites and targeting mobile-only ads are a few examples.
“We don’t‘ go in ’online. We live online ”. Thus begins the documentary that Google produced on mobile. The video is long, but worth watching:
One of the mobile strategies is SMS Marketing, which involves sending information, content, offers and promotions via text message on the cell phone.
Although it seems an outdated practice (given the growth of WhatsApp), sending SMS can still bring good results, with great delivery rate and low costs.
Another important marketing tool is videos. On YouTube, on Facebook Lives, on Instagram Stories: audiovisual content has enormous power to engage consumers.
And, in Digital Marketing, they have become essential, with the ease of producing, recording and publishing a video on the internet.
It refers to any marketing strategy that involves intelligence about the user’s location.
This information can be used to target ad campaigns or make special offers to those who are in the vicinity of a store, for example.
14. Proximity Marketing
Proximity Marketing is an example of Geomarketing. With this strategy, consumers who approach an establishment receive notifications, content and offers via their smartphone. Your location is identified by GPS, Wi-Fi or Bluetooth.
This is what Walmart did: upon reaching the store, the customer receives a notification via the app about the location of the product on the shelves.
Also called Retargeting, consists of impacting with an ad an internet user who has performed some previous action, such as abandoning the cart in the virtual store or accessing a specific page on the website.
It serves to attract again someone who has already shown interest in a product or content – and generates good conversion rates.
To talk to a company, you no longer have to wait hours on the phone. In Real Time Marketing, brands and consumers can interact in real time on the internet, with the help of technology.
Twitter is the social network that most understands instant communication and generates several cases in the area. An example was Hellmann’s action preparing recipes in real time:
Also called Cross Marketing, is the partnership between two companies to create and advertise a product, service or content that reach a common audience, so that both benefit from the strategy.
Here at WAU, we have already created several materials in co-marketing, such as the personas generator with Resultados Digitais, for example.
Cross Channel Marketing is very different from Cross Marketing. This refers to the use of several channels (e-mail, social networks, TV, radio, etc.) in an integrated way in a strategy.
For that, it is necessary to know the persona to understand which are the points of contact with the brand and which are the most efficient formats and content for each one of them.
If we can use multiple channels in a marketing strategy, they need to be integrated with each other to establish consistent communication with the consumer.
This is Integrated Marketing, which presents the brand consistently in the various channels, strengthening its image and positioning in the market.
Traditionally, Direct Marketing refers to direct mail, telemarketing or door to door sales. Currently, however, it encompasses many other strategies, such as email or SMS marketing.
The concept of Direct Marketing is closely related to the use of data from a contact database to communicate with those who have already shown some interest in the brand. Not by chance, it can also be called Data Marketing.
Also known as Invisible Marketing, is one of the most discreet forms of disclosure, as it does not look like advertising: the product is presented discreetly within a content.
It is so subtle that the consumer neither perceives nor rejects it, but keeps that memory kept in the unconscious. It is very common in films, novels, videos and series. See some examples from the F.R.I.E.N.D.S series:
It is the marketing area, within a company, that deals with the brand’s long-term strategic decisions.
Generally, it is an activity that concerns the management of the company, which is more concerned with the results of marketing for business objectives.
Operational Marketing, within a company, is concerned with the operation of strategies. It is the area that makes the decisions of the marketing mix and is concerned with practical short-term actions to place the brand or product on the market.
Traditionally, companies wait for market demand to emerge and then identify and serve it with their product and service solutions.
This is Reactive Marketing, which reacts to market movements, with a cautious attitude.
Proactive Marketing seeks to anticipate the market, in a more daring stance. Instead of waiting for the demand to arise, why not create it or provoke it?
With this attitude, the company goes ahead of competitors and impacts the market with something new, but it runs the risk of non-acceptance by consumers.
The iPhone and iPad, for example, are the result of Apple’s Proactive Marketing. After all, before they were released, nobody would say that I needed them so much, right? Then they started to model the market.
It consists of a sales model based on building a network of resellers (also known as Network marketing).
It is an evolution of direct selling, since the brand encourages the seller to attract resellers for the product, on which he will also receive a commission.
Hinode, Herbalife and Mary Kay are some examples of companies that adopt multilevel marketing.
Online entrepreneurs can use an affiliate network to promote their product. Each affiliate receives a promotional link and, for each conversion generated (click, register, sale), he receives a remuneration.
This is how Affiliate Marketing works, which became popular on the internet with the promotion of infoproducts, such as online courses, software, e-books and other materials in digital format.
Utility Marketing is an approach that is concerned with making brands more useful for consumers’ lives. From this perspective, brands do not just want to sell a product, they want to help solve everyday problems, resolve doubts and meet needs.
Inbound Marketing uses this approach a lot, as it attracts consumers with content that helps answer questions throughout the purchase journey.
Relationship Marketing is dedicated to strategies to have a positive relationship with the consumer before, during and after the purchase.
The relationship between brand and consumer is a way to differentiate yourself in the market, by creating an emotional connection, which is stronger and more lasting than the merely commercial relationship.
To do Community Marketing is to be close to the public that likes to interact with the brand and foster this relationship.
The community can integrate the company’s customers, but also employees, partners, suppliers, among other audiences. On Facebook and LinkedIn, for example, it is possible to create a group to relate to them.
Here at WAU, we have a community of freelancers who work with us. Our relationship takes place in a Facebook group and on the blog we created for them!
In Loyalty Marketing, relationship efforts are focused on current customers. With points programs and exclusive offers, they become repeat buyers and promoters of the brand – which significantly reduces customer acquisition costs.
Precision Marketing also aims to make customers loyal. However, the subtle difference is that precision strategies are necessarily based on data about consumers.
With the help of technology and automation, collecting and analyzing information about current customers allows you to offer exclusive content and offers to the right person at the right time, following the logic of One-to-One Marketing.
It opposes Relationship and Loyalty Marketing, as its focus is essentially on selling to that consumer at that time.
The customer has a purely commercial relationship with the brand, which is concerned with immediate results and new sales, not long-term relationships.
In Recommendation Marketing, the objective is to take advantage of loyalty to generate a positive word of mouth about the company, based on the relationship of trust established with its customers, making them promoters of the brand.
In Digital Marketing, recommendations are even more relevant, as an opinion in favor of the brand can impact thousands of people and attract new customers.
Defender Marketing is also all about loyalty and recommendation. The customer is already so loyal to the brand and has such a strong identification with it that he starts to defend it.
When a consumer publishes a negative assessment of the brand, for example, its advocates will argue in favor of it. They are super engaged, spread their content and don’t miss an opportunity to praise.
Uber, for example, used a Defenders Marketing strategy to establish itself in regions with greater resistance to innovation in public transport. In some cities in London, many people defended the brand in the face of the aggressive reaction of taxi drivers and governments.
It is a marketing strategy in which the company suggests to the consumer an immediate action to contact, purchase or register after being impacted. This action must be measurable, in order to be able to evaluate the results of the strategy.
For example, in a radio ad, the message may end with a call to action like “buy yours now” and provide a specific URL to make the purchase.
It is the use of marketing strategies in the planning, organization and promotion of events that provide a positive experience to the public. From thematic meetings to mega shows, the events generate a strong engagement with the brand, which can act as an organizer, sponsor or supporter.
The Lollapalooza festival, for example, creates great opportunities for