24 Different Types of Marketing

VOL. 0001 – FLORIDA, MONDAY, JUN 27, 2022

Juan F. Arjona Harry

President & CEO Strategee Group

We live in different times born precisely from the new challenges to which each society is exposed and sometimes even challenged. Every time changes are generated in the different industrial sectors, they are accompanied by other changes that impact other sectors and entire categories that are fed by a vector that generates this change. Technology, for example, keeps the business world -sectors and categories- and society itself, in constant evolution, change and adaptation.

Marketing is also impacted by the changes that are generated in societies (changes that are manifested in the way of recognizing oneself as a human group, the way of conceptually aligning within the same societies, changes in the way of obtaining income, in the way in which expenses are planned in families, and changes in the way individuals buy, entertain themselves and have fun. When working in Marketing, these changes must be studied, analyzed with principles of causality , and finally, interpreted at the time of becoming massive in society, in such a way that Marketing -as an entity that tends to satisfy needs in an optimization environment-, grows, is strengthened in concepts, principles, methodologies, applications of process software and software applications to the final consumer.

These changes read by Marketing and turned into a method, concept and software also generate doctrine and utilities to be able to maintain a dialogue with consumption [ Read by consumption : consumers and products/services].

These changes present us today with 24 different types of marketing, whose existence and usefulness -once the consumer is taken into account- are included in the following types [some of which are engines of growth]:

1. Digital Marketing: is the planning and implementation of strategies and tactics -many of them branding, promotion, communication and specialized information, such as a sales channel, entertainment channel and service channel-, deployed in the digital world using the Internet as a channel.

2. Off-line Marketing : Composed of the complete matrix of strategies and tactics that are executed and implemented in a segmented manner outside the digital world. It is also called traditional or conventional marketing.

3. Inbound Marketing: is a marketing modality that seeks to keep the consumer engaged with the brand by delivering relevant and useful content, so that the final consumer finds a company, looking for a solution. Today Inbound Marketing is the smartest way for self-driven positioning of the brand.

4. Outbound Marketing : is a marketing strategy that executes actions towards the market and consumption directly, using various direct access routes to the consumer/end user.

5. Content Marketing: is the creation and distribution of relevant content, with the purpose of attracting and retaining consumers/users of the brand. Some of the Content Marketing strategies are used to start the process of attracting potential buyers.

6. Search Engine Marketing -SEM-: is the paid promotion of messages through -or in- browsers and that seeks the first position in the searches made by consumers. The opposite is SEO - Search Engine Optimization - whose results arise organically and not paid.

7. Growth Marketing: is the set of tactics that allow rapid execution, safe scalability of a brand, company or project, considering the consumer as the center, considering the analysis of data and its orientations, and the strategy defined and implemented for the long term. term, all under agile work methodologies.

8. B2B Marketing: is the set of effective strategies and tactics deployed in marketing from one company to another, and not from one company to the consumer.

9. B2C Marketing : It is precisely the implementation of marketing strategies that are more effective when they are deployed directly to the consumer or end user. It enables the alternative of generating greater human involvement with the brand and its positioning within its constellation of consumer brands.

10. Affiliate Marketing: it is called the type of promotion or commission that a brand pays to those who - through their mentions and digital links - drive traffic to their digital channels.

11. Social Media Marketing: is the use of social networks and their possibilities, to market the products and services of a brand, integrating actions such as publications, the response to direct messages and digital guidelines.

12. Brand Marketing: is the set of actions that promote and achieve an interpreted positioning that instantly triggers a thought towards a certain image, feeling, or specific representation of what a brand and its consumption wants to be.

13. Direct Marketing: are all the strategies through which a brand communicates directly with its consumers/users; allowing personalization in messages, direct responses from the consumer and the maintenance of this dialogue.

14. Influencer Marketing: is the process of working with influential people in their communities for the purpose of promoting the purchase and use of product/service brands. The power of influence is based on the number of followers, their figure and social visibility, or the degree of being an expert on the subject. It can occur in B2C and B2B markets .

15. Email Marketing: it is the strategy of direct messaging delivery to the email account of current and potential clients or consumers, considering the construction of the list, the design, attractiveness and usability of the messages, the monitoring and control of their action. using key KPIs and constantly curating the list.

16. Word of Mouth Marketing -WOMM-: is the process of influencing, generating and stimulating conversations about a brand, product or company. Their methods of action may include the Influencers , PR strategy and responsibly managed social networks.

17. Event Marketing: is the marketing strategy that seeks through events nominated or named with the company's brand -and with a specific purpose-, to communicate, position, disseminate, consolidate a competitive position and/or stimulate new business in a market and a community of consumption or purchase. The objective is to create memorable experiences that allow greater interactivity and involvement with the brands. Some tactics such as tests or demonstrations of products/services, concerts, dinners, networking , seminars, participation in conferences, conventions and congresses, enable a better and deeper positioning of the brand through experience.

18. Guerrilla Marketing: is the use of unexpected, creative and unconventional tactics that generate strong emotional bonds with consumers/users of the brand, generating a wide WOM .

19. Account Based Marketing : It is the perfect strategy within B2B Marketing , to maintain the relationship with the highest value customers in a highly personalized one-to-one environment. It complements traditional lead generation with the power of marketing.

20. Agile Marketing : is a marketing tactic that deals with maintaining the focus of the collaborative work of the marketing team on a project, using agile design tools for data-based solutions and permanent iteration with consumer groups. Speed, focus, data, and iteration are its DNA .

21. Ethical Marketing : is the application and deployment of segmented marketing of products and services that first consults the principles and values of a community or society, aligning itself with them avoiding their transgression or negative affectation and presenting its offer as a contribution to those values and that community. that represents them.

22. Generational Marketing : is the execution of marketing strategies and tactics -using data, purchase preferences and the study of attitudes- super focused according to the different age groups, seeking greater effectiveness and precision and a judicious brand building path in each generation. .

23. Mobile Marketing : is the execution of multi-channel digital marketing strategies that impact the way in which products and services are presented -framed in their brand values-, adapting to mobile devices such as cell phones, tablets, virtual assistants and other devices. to ensure an optimal user experience, always based on data and the trace that the generation of these delineates or indicates.

24. Inclusive Marketing : is the practice in the application and execution of strategies and tactics -and in general all the content displayed- that considers the totality of generational and interest groups that exist in the markets. Every day, hyper-segmentation points to the need not to leave anyone out of the brand's message and conversation with its audiences.

At Strategee we add value to our clients, implementing differentiated and effective marketing in given one of these current modalities.