Who works with marketing, knows that he can never stand still. There is always new content to read, a new concept to study, a new strategy to apply.
You know why? Because marketing accompanies changes in society’s behavior and always needs to be adapting. That is why there are so many types of marketing, which serve different situations, needs, channels, companies and consumers.
If you constantly accompany us on the blog, you must have already learned about various types of marketing. Now, in this article, we gather many of them!
There are more than 80 modalities to know, analyze and apply in your strategies. In most of the topics, you will see a case and you will also be able to enter the complete publication in our blog to deepen the subject. So, let’s go?
We start the list with this marketing that we love so much! Digital marketing is the strategy carried out in the online environment, which includes: content marketing, social networks and search, for example.
Increasingly, marketing becomes more and more digital, as people started to consume content on the internet, putting aside traditional vehicles such as TV and radio.
If it is this type of marketing that catches your attention, visit our ebook on the subject, it is very complete and you will see how much you learn!
As for offline marketing (or traditional marketing), it involves all actions outside the internet, such as a newspaper ad, merchandising distribution, telemarketing, for example.
Although marketing is migrating to the digital, the tendency is for actions to become increasingly integrated, without the barrier between online and offline.
When buying, for example, the integration between online and physical stores, offers a better customer experience. In the United Kingdom, fashion retailer Oasis gives a good example of this:
Look at the examples we cite in Offline Marketing. In all of them, the brand goes behind the consumer with an ad, a conversation or a call. Outbound Marketing is that: an active approach for companies to conquer new customers.
However, this strategy is currently being questioned, as it always interrupts some day-to-day activity of the consumer, which generates a negative perception of the brand.
In contra position to Outbound, Inbound Marketing gains strength. Instead of invading people’s routine, Inbound is used as a strategy to attract consumers with relevant content, causing them to become leads and then customers.
It is not free that this type of marketing, also known as attraction marketing, can be complemented with Outbound to get the best results.
With the growth of digital marketing and Inbound marketing, some strategies are strengthened as a means to achieve success on the internet.
One of them is content marketing, which consists of offering relevant and valuable content for the person, with the aim of engaging them throughout their shopping day and generating a positive perception of the brand.
These contents are offered in the most diverse formats, blogs, social networks, emails, ebooks, infographics, webinars.
Want to know more about content marketing? Download the free ebook!
Numbers are the greatest allies of performance marketing. In this aspect of marketing, planning, execution and evaluation of a campaign are based on data, with the aim of giving basis to decisions, optimizing investments and generating better results.
Performance marketing is essentially concerned with ROI. In the end, it is the financial results that demonstrate the real impact of the strategies on the business.
Email marketing is an essential digital marketing tool. Sending content and offers by email, serves to approach the consumer, direct it to the site and drive it throughout their shopping day.
However, for that, you must obtain authorization to make shipments. Then, the segmentation of the email base and the personalization of the messages will make your strategy more relevant.
Types of marketing
Social Network Marketing
Facebook, Twitter, Instagram, LinkedIn: these are the 4 most used social networks currently. And if consumers are using them, brands should also be on them to inform, observe and interact with your audience.
In addition to a relationship environment, social networks also offer ad platforms that allow consumers to reach more accurately.
Know the materials of the 4 social networks mentioned and learn how to develop your marketing on them!
• [E-book] Instagram Marketing
• [E-book] Facebook Marketing
• [E-book] Twitter Marketing
• [E-book] LinkedIn Marketing
• [E-book] Marketing on Youtube
Search Marketing (Search Engine Marketing or SEM)
They are marketing strategies within search engines such as Google and Bing, which include paid (sponsored links) and organic disclosure, based on content focused on keywords, with a method known as SEO (Search Engine Optimization).
In both cases, the brand will appear in front of the user, provided that he is actively looking for some content that he offers – that is why this is one of the main weapons of Inbound marketing.
Mobile marketing considers the characteristics of mobile devices and consumer mobility to offer you a better experience. Creating responsive sites and segmenting ads is just an example.
In this video, Google presents some guidance on the best practices of Mobile Marketing.
One of the mobile strategies is SMS marketing, which deals with the sending of information, content, offers and promotions by text message on the cell phone.
Although it seems an outdated practice (especially in the face of WhatsApp growth), sending SMS can still bring good results, with an optimal delivery rate and low costs.
- Video marketing
Another important marketing tool is videos. On YouTube, in the lives of Facebook, in Instagram stories: audiovisual content has a huge power to hook consumers.
The concept of geomarketing refers to any marketing strategy that involves intelligence about user location. This information can be used to segment ad campaigns or make special offers for those around a store, for example.
- Proximity Marketing
Proximity marketing is an example of geomarketing. With this strategy, the consumer who approaches an establishment receives notifications, content and offers through the Smartphone. Its location is identified by GPS, Wi-Fi signal or Bluetooth.
That was what Walmart did: upon arriving at the store, the customer received a notification through the application about the location of the product on the shelves, based on the beacon mechanism.
Also called Retargeting, it involves hitting an ad to an internet user who has done some previous action, such as leaving the cart in the virtual store when entering a specific page of the site.
It serves to attract again someone who had already shown interest in some product or content – and generates good conversion rates.
Real Time Marketing
To talk to a company, you don’t need to wait for more hours on the phone. In Real Time Marketing, brands and consumers can interact in real time, 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 the action of Hellmann’s preparing recipes in real time:
Also called Cross Marketing, it is a partnership between two companies to create and disseminate a product, service or content that reaches the public in common, so that the two benefit from the strategy.
Here at Rock, we already created various materials in co-marketing, such as the Digital Entrepreneur’s Guide: Creating a successful product, which we developed with FriendsLab, Hotmart and RD Station, for example.
Cross-Channel Marketing is different from Cross Marketing. This refers to the use of the various channels (e-mail, social networks, TV, radio, etc.) in an integrated way in a strategy.
For that, it is necessary to know the person in order to understand what are the points of contact with the brand and what are the most efficient formats and contents for each of them.
If we can use multiple channels in a marketing strategy, these can be integrated with each other, to establish a coherent communication with the consumer.
That is integrated marketing, which presents the brand consistently in the various channels, strengthening the image and market positioning.
Traditionally, Direct Marketing refers to direct strategies, telemarketing or door-to-door sales. Currently, 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 base to communicate with those who have already shown some interest in the brand. Not by chance, it is also called Data Marketing.
Also known as Invisible Marketing, it is one of the most discreet forms of disclosure, since it has no advertising face: the product is presented discreetly within a content.
It is so subtle that the consumer does not perceive or reject, but it remains with the memory stored in the unconscious. It is very common in movies, novels, videos and series. Check out some examples of the F.R.I.E.N.D.S series:
- Strategic Marketing
It is the area of marketing within a company, which deals with the long-term strategic decisions of the brand. Generally, it is an activity that refers to the management of the company, which is concerned with the marketing results for the business objectives.
- Operational Marketing
Operational Marketing, within a company, is concerned with the operation of the strategies. It is the area that makes the decisions of the marketing mix and is concerned with short-term practical actions to put the brand or product on the market.
- Reactive Marketing
Traditionally, companies wait for a market demand to arise to identify and serve it with their product and service solutions. That is reactive marketing, which reacts to market movements, with a cautious stance.
- Proactive Marketing
Proactive marketing seeks to anticipate the market, with a more daring stance. Instead of waiting for the demand to arise, why not create or provoke it?
With this attitude, the company comes out in front of the competition and impacts the market with a novelty, however, it runs the risk of not being accepted by consumers.
The iPhone and iPad, for example, are results of Apple’s proactive marketing. Finally, before being released, nobody needed so much of them, right? Then, they started modeling the market.
Types of marketing
It consists of a sales model based on the construction of a reseller network (also known as Network Marketing). It is an evolution of direct sales, because the brand encourages the seller to attract resellers for the product, on which they will also receive a commission.
Mary Kay consultants are the best known example of Multilevel Marketing.
Online entrepreneurs can use an affiliate network to promote a product. Each affiliate receives a disclosure link and, for each conversion generated (click, register, sale), 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.
It is a marketing approach that cares about making the most useful brands for the lives of consumers.
In that perspective, brands do not just want to sell a product. They want to help solve everyday problems, answer questions and address needs.
Inbound Marketing uses this type of approach a lot, because it attracts consumers with content that helps answer questions throughout the shopping day.
Relationship Marketing is dedicated to strategies to have a positive relationship with the consumer before, during and after the purchase.
The link between brand and consumer is a way to differentiate in the market, by creating an emotional connection, which is stronger and more lasting than the purely commercial relationship.
Doing community marketing is being close to the public that likes to interact with the brand and foster that relationship. The community can integrate the clients of the company, but also the collaborators, the partners, suppliers, among other audiences.
On Facebook and LinkedIn, for example, it is possible to create a group to interact with them.
In loyalty marketing, relationship efforts are focused on current customers. With recurring programs and brand promoters – which greatly reduces customer acquisition costs.
Precision marketing also aims to return to loyal customers. However, the subtle difference is that precision strategies are necessarily based on data about consumers.
With the help of technology and automation provided by the digital transformation, the collection and analysis of information about current customers, allows you to offer exclusive content and offers for the right person at the right time, following the logic of Marketing One -to-One.
It opposes Relationship and Loyalty Marketing, because its focus is essentially the sale, for 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 with lasting relationships.
Referral Marketing (Voice to Voice Marketing)
In recommendation marketing, the objective is to take advantage of the loyalty to generate a positive voice over the company, based on the trust relationship established with its customers, turning them into brand promoters.
In Digital Marketing, the recommendations are even more relevant, because an opinion in favor of the brand can impact millions of people and attract new customers.
Advocate Marketing also everything to do with loyalty and recommendation. The customer is already so loyal to the brand and has such a great identification with it, that it goes on to defend it.
When a consumer publishes a negative evaluation of the brand, for example, its advocates will argue in favor of it. They are super hooked, disclose your content and do not miss an opportunity to praise.
Uber, for example, used an Advocate Marketing strategy to establish itself in regions with greater resistance to innovation in collective transport.
In some cities around Latin America, many people defend the brand in the face of aggressive reaction from taxi drivers and governments.
Types of marketing
Response Marketing (Reply Marketing)
It is a marketing strategy in which the company suggests to the consumer, an immediate contact, purchase or registration action after being impacted. This action must be measurable, in order to evaluate the results of the strategy.
For example, in a radio ad, the message may end with a call to action such as “buy now yours” 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 support.
- Promotional Marketing
They are the marketing strategies that encourage contact with the brand to attract the consumer and stimulate sales, such as the distribution of free gifts and samples, realization of blitz in the streets and creation of discounts and offers.
Generally, we see marketing only outside the company, in contact with the consumer. However, the strategies can also be applied internally, having collaborators as the target audience.
Endomarketing, also called Internal Marketing, seeks to build a positive image of the company with its collaborators. Thus, they feel hooked and motivated in your work, which generates less turnover and greater productivity of the team.
One of the tools of Endomarketing is Incentive Marketing. With this strategy, the company offers benefits for those who demonstrate merit, as a collaborator who reaches your goals.
Thus, he will feel motivated to achieve the results, improving his productivity. The prize for that effort must be relevant and valued by the official, otherwise, it will not serve as an incentive.
Incentive marketing can also be used with consumers, such as offering benefits to a customer who makes frequent or high-value purchases in the store.
- Commercial Marketing
Commercial marketing is the marketing we are most used to seeing. It is a very broad concept, which encompasses the set of strategies to create and promote a company’s product, service or brand, with the aim of selling more.
- B2C Marketing
It is the marketing that has as its target audience, the consumer (Business-to-Consumer).
To define and segment the public of a B2C campaign, the company looks at the profile, behaviors, lifestyle and needs of people and adapts its strategies to meet them.
Generally, the purchase process is faster than in B2B marketing.
It is the marketing of business for business (Business to Business). In the segmentation of the target audience, the company looks at the sector of activity, the size, location and needs of the potential client to define its sales strategies.
Compared to B2C Marketing, the purchase process tends to take longer, as it needs to go through different levels of decision.
- Institutional Marketing
Unlike commercial marketing, the focus of institutional marketing is not the product, service or sale. This encompasses marketing strategies to strengthen the image of an institution with its public, using social and cultural marketing actions, for example.
- Social Marketing
Instead of products and services, the objective of social marketing is to promote ideas, attitudes, behaviors that cause positive changes in social reality. It is more common to see it in NGOs and in the public sector, in awareness campaigns on violence in transit and racial prejudice, for example.
When social marketing is used by companies, social commitment must be rooted in brand values, and not just present isolated actions, to be accepted by the consumer.
The giant of the Colgate toilet, for example, had the creativity of preparing a commercial that promoted an important reflection on the need to avoid wasting water.
Marketing with cause
It is very close to social marketing, but it is not the same thing. In cause marketing, companies support a social cause, but they have an explicit commercial interest in that, such as sales or exposure in the media.
Unlike social marketing, this strategy does not aim to change social behavior. He just wants to help a cause, a project or an institution and with that, promote the brand.
Traditionally, to increase sales, companies tell the consumer that they need that product. In reverse marketing, the strategy is to say that you DO NOT need that product, creating a positive image of the brand and increasing sales indirectly.
Does it seem confusing? But that is exactly what the Patagonia clothing brand does. It makes the client reflect on whether he really needs that garment, associating his image with sustainability.
It is a marketing aspect whose focus is to generate demand for the product. For that, it is necessary to define your market positioning, competitive differential, target audience and sales strategies, so that it is interesting for consumers.
Product marketing becomes essential in the launch of a new product or in the insertion into a new market – which requires a specific planning of how to position it.
- Service Marketing
Unlike what you might think, service marketing is not the same thing as product marketing, only for services. This encompasses, to tell the truth, strategies for the provision of consumer services, such as sales, SAC or product customization.
- Mass Marketing
For a long time, marketing did not consider that people had different behaviors, needs and tastes: they were considered a homogeneous mass.
In mass marketing, products and outreach strategies are standardized for all consumers – which is currently obsolete.
Mass marketing resulted in segment marketing, which recognizes the differences in characteristics, needs and desires among consumers.
With this strategy, the company segments the market by grouping people with common characteristics. Then, the target audience (or more than one) is defined and marketing strategies are directed towards it.
Within a market segment, the company can choose to work with a niche, which is a smaller group of people, with more specific characteristics in common.
In niche marketing, the brand will probably have less competition, more affinity with the public and lower costs to execute the strategies.
An example of niche marketing are the brands that bet on plus-size clothes:
One-to-One Marketing (or Micromarketing)
The level of marketing segmentation reached the point of One-to-One marketing, which considers the characteristics of the individual, not more than one segment or a niche.
With a good database, it is possible to know each consumer and use the customization of offers, products and services to attract and retain customers.
It is the set of strategies used to build and manifest a positive image of a person, conquering a valuable space in the mind of the public.
Generally, it is used to value the best you have in your area of professional performance, with the aim of generating more and better career opportunities.
Athletes, for example, need to conquer the sympathy of clubs, the press, fans and sponsors, so their personal image is beautiful.
Swimmer Ryan Lochte, who played a role in the 2016 Olympics, is a good example of what not to do in personal marketing.
Types of marketing
It deals with the strategies associated with specific dates and times of the calendar such as Christmas, Mother’s Day and Valentine’s Day, which always start sales.
Seasonal marketing is also concerned with variations in demand for a product over a week, a month or a year, and with strategies to take advantage of the best periods and overcome the worst.
Guerrilla marketing requires planned and structured tactics to generate the greatest impact with the lowest possible cost and, preferably, to give a blow to the adversaries. For that, creativity has to take action!
The competition between fast food networks has already generated good guerrilla cases. One of them was on Halloween 2016, when Burger King «scared» customers. Give it a look:
Types of marketing
In an ambush, someone is always on the lookout, waiting for another person to attack her. In ambush marketing, that’s what happens: the brand keeps abreast of the competition to take advantage of an opportunity for disclosure.
For large events, that is the strategy used by non-sponsored brands to take advantage of the public’s interest. Bavaria, for example, hired blonde models to bar during the 2010 South Africa Cup (knowing that the official sponsor was Budweiser).
Types of marketing
Viral Marketing (Buzz Marketing)
Advertising that becomes «viral» is the desire of many brands. Finally, creating a successful viral marketing means considerably expanding the reach of the brand.
To reach people’s minds, the company needs to produce amazing content, with a high potential to be shared and generate a hook.
Do you remember the challenge of the ice bucket? That was a viral that hit! Everyone decided to record a video by taking an ice bath to encourage donations to the ALS Association.
It is the strategy of actively calling consumers to offer a product or service, or make a special offer. However, interrupting the routine and wasting time with irrelevant offers, take people out of patience and harm the results with that strategy.
- Permission Marketing
They are the marketing strategies carried out with the consumer only under their authorization. In Outbound marketing, for example, the public is always seen with their interrupted routine to see an ad or receive a telemarketing call.
On the permission marketing side, that only happens if the user allows it, because the choice is in their hands. In Inbound Marketing, for example, the company only sends an email flow if the person accepts the shipments.
Idols are not alone on television. Now, content producers on the web are also adored and that is why they are searched by brands.
Influence marketing is to associate with those people who influence the internet, who post on blogs, YouTube channels or Instagram profiles for a loyal and engaged audience.
Thus, the brand appears in front of the public along with content relevant to it, which has no advertising face.
Experience marketing wants to offer good customer experiences, which means generating positive feelings in contact with the brand.
Throughout the shopping day, the consumer needs to feel at ease and well attended, as in a simple and fast navigation in the online store, or even surprised with a differentiated action.
Heineken, for example, takes the experience so seriously that it turned it into a tourist attraction in Amsterdam: Heineken Experience, which is a museum that contains a tour of the brewery.
Within experience marketing, a widely used strategy is sensory marketing, which sharpens the senses to generate a good experience.
This is what happens when you pass in front of Mmartan and are conquered by a characteristic smell or when a customer enters the M & M’s World, the brand’s theme store that is full of colors and smells like chocolate.
Provoke good feelings in the consumer, is an effective marketing strategy. In nostalgia marketing, the intention is to return to a pleasant memory of the past, to attract attention and arouse interest.
Nostalgia is able to create an emotional connection with people. A clear example of this rescue action gives us Nintendo, which frequently releases updated versions of its most classic video games.
It seeks to arouse consumer interest, showing that the product, service, offer, content is available only to him or to a select group of people. And who would not like to feel valued in this way?
Creating limited runs of a product, making offers for a specific consumer profile and inviting closed events are some of the actions that arouse the sense of exclusivity.
- Luxury Marketing
Luxury marketing focuses on the public with high purchasing power and high standard brands, which requires a peculiar approach. It is very close to the exclusivity marketing, because the valuation of the product is related to the privilege of being able to buy it.
Also called as scientific marketing, neuromarketing is the union of science with marketing to understand consumer behavior. Exams such as MRI, electrocardiograms and eye-tracking allow people to observe the reactions in front of a marketing stimulus.
- Trade marketing
Traditionally, Trade Marketing refers to the set of actions of manufacturers to organize and position their products on the shelves of distribution channels, facilitating access to the consumer.
However, with the emergence of e-commerce, this aspect of marketing also includes strategies in the online environment, in retail sites and marketplaces.
Marketing strategies can be used in the most diverse areas of professional performance.
Among them, medical marketing is one of the most challenging, because it does not only exercise a commercial relationship with patients, but a commitment to society. It is no accident that you need to follow the ethical constraints established by governments.
- Legal Marketing
Legal marketing can be used by lawyers and law firms to attract and retain their clients and strengthen their reputation. The challenge, in this area, is to follow the restrictions created by the legal agencies in the matter.
- Sports Marketing
Sports marketing is a marketing aspect focused on generating opportunities in the world of sports, whether for sports brands (teams, clubs, athletes, gyms, etc.), or for brands in other sectors that want to associate their image with sport .
A Brazilian case in the area is the “Meu sangue é rubro negro” (My blood is black) campaign, carried out by Penalty and Esporte Clube Vitória, which encouraged fans to donate blood.
It aims to associate the image of a company with cultural events and projects.
Many times, the strategy is to sponsor a movie, show, theater piece, art exhibition, and perform parallel marketing actions, such as distributing free samples at the event (Promotional Marketing) or offering income to employees (Endomarketing).
An example is the interactive museum of the EPM brand in the Barefoot Park in Medellin, Colombia.
- Fashion Marketing
Fashion is a universe of constant novelties and innovations. Therefore, fashion marketing needs to always be aware of consumer trends, design and behavior to create a relationship with the consumer that goes beyond sporadic purchase. Fashion brands want to be part of people’s lives.
- Rural Marketing
These are all strategies aimed at the agricultural sector, which requires specific approaches, languages and content for rural producers.
The challenge now is to bring that audience closer to brands with digital marketing.
It encompasses the strategies adopted by teaching institutions such as language school or higher education institutes.
The student’s day and the funnel of conversion in the education sector have some peculiarities, because they involve a more complex decision process than a simple purchase.
These are strategies that are adopted by a candidate, a government, a party or a political group, with the aim of strengthening their image together with the electorate and conquering new supporters.
When political Marketing focuses on a particular lawsuit, there are specific strategies that encompass electoral marketing.
Companies that have operations in different countries or that want to be known internationally, need international marketing. The brand must understand the context of each country and adapt to the different cultures in which it wishes to be present.
Great European football clubs, for example, have interests in the internationalization of their brands, in search of greater profitability.
Also called Environmental Marketing or Ecomarketing, it demonstrates the position of a company in relation to the environment.
With sustainability in evidence, environmental responsibility became an important issue for consumers, who now demand green marketing from companies as well as discourse.
- Local Marketing
They are the strategies of a physical company aimed at the public of the region in which they are located. For example, a restaurant that distributes pamphlets in the neighborhood or a beauty salon that advertises Google to nearby neighbors, who is doing local marketing.
- Child Marketing
They are the marketing actions aimed at children, not only as consumers of the products, but also as influential and decisive of a purchase that will be made by parents. However, many countries are looking to regulate children’s Marketing, based on the vision that children are vulnerable and have no discernment to evaluate an advertising message.
- Game Marketing
In marketing, «gamify» means to use the dynamics of games to engage consumers. Consumption becomes fun, and the relationship with brands too. A company can create a game that generates rewards, or it can insert its brand into an existing game.
An example Game Marketing was the strategy used by rapper Jay-Z in the launch of his biography in 2010.
So, did you like knowing all these types of marketing? Certainly this is not a definitive list: many other terms are used in the market and, at any time, a new concept is emerging! But it is enough to use some strategies in your company, right?
With this in mind, we invite you to read our complete Content Marketing guide, which we just launched. Download it for free to know all its concepts in depth!