What are the different types of marketing?

2 Nov 2022

Digital marketing

Claire Crompton

Claire Crompton

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Marketing is the action of promoting and selling products or services, including the processes that precede this. From the very first idea right up to the final sale, marketing is involved in every step of the way. It’s a vast and varied field, and the career opportunities are endless. Marketers often choose to specialise in a certain branch of marketing, with digital marketing being one of the most popular.

So, what are the different types of marketing? Read on to find out.

Digital marketing

tablet with keyboard open on Google search page

Digital marketing is a rather broad term, as it can encompass lots of other types of marketing too. Like the name suggests, digital marketing is concerned with marketing things online. It can cover everything from digital PR to PPC, so it’s often pretty versatile. Digital marketers will usually focus on particular areas, working together as part of a larger team. Here are some of the different types of online marketing:

Content marketing

Content marketing focuses on producing high-quality content, which can be in the form of blog posts, newsletters, whitepapers, infographics, and more. The term ‘content’ is rather vague, and can apply to videos and podcasts too. However, content marketing is most associated with creating blog posts for company websites. These blog posts should provide valuable information to users, and advertise the company and its products without being too transparent. There’s a fine line between a good blog post and a sales pitch, so content marketers have to be careful with their tone of voice and how they approach topics.

Content marketing also works hand in hand with SEO – you can read our blog post about why content is important for SEO here. Bearing this in mind, a content marketer needs to have an array of skills in their toolbelt, including SEO awareness, combined with an articulate writing style.

Social media marketing

Social media marketing is fast becoming one of the most popular ways to promote a business. Businesses can create social media accounts on sites such as Facebook, Twitter, and Instagram so they can easily connect with customers. From creating funny TikToks to posting aesthetic Instagram snapshots, every brand can get involved. An active social media presence can really drive engagement, and many of the world’s largest corporations have a prominent social media presence. Why not discover 11 benefits of social media marketing?

What’s more, social media marketing usually falls under two brackets: paid and organic. They’re pretty self explanatory – paid social uses advertisements and sponsored posts, whereas organic social can be anything that isn’t costing money. Most social media marketers will adopt a hybrid strategy which incorporates both paid and organic socials. This ensures that you get the best of both worlds. Whilst paid social drives visibility and reaches new audiences, organic social is effective in keeping audiences engaged and building a relationship with potential customers.

Video marketing

Move over television – uploading videos on the internet and social media are now becoming more popular than TV commercials. Video marketing focuses on any form of video content, the most popular usually being Youtube ads or videos. Advertising videos over the internet is more accessible than television adverts, therefore a growing number of brands are paying to advertise video content. The rise of TikTok over the past couple of years has definitely contributed to this trend, with short video content being more popular than ever.

Influencer marketing

Reality shows like Love Island have seen social media influencers gain more and more popularity. These influencers make the majority of their income from endorsing products or services. Influencer marketing encompasses working with social media influencers to promote a product or service. This could be through gifting products, asking for a collaboration, or giving them an affiliate link to push. Influencer marketing is especially popular with fashion and beauty products, and some big brands will allocate millions from their budget to spend on influencer marketing.

Search engine marketing

Search engine marketing is another term for PPC, which is pay-per-click advertising. This type of digital marketing focuses on paid traffic to your website, rather than content marketing’s focus on organic traffic. There are many benefits of PPC, one of which is providing instant traffic to websites. Search engine marketers typically use Google Ads to generate this paid traffic. When done right, PPC can massively increase your revenue, and it can have a great ROI.

Email marketing

Email marketing is one of the most effective ways to cultivate customer loyalty. It’s great for promoting new product launches and enticing customers to return to your site. However, it can take time to grow an email list, so don’t expect instant results. Email marketers usually use specific platforms that help them to design and schedule marketing emails.

Event marketing

Event marketing involves planning an event purely for the purpose of marketing. This could be a conference, trade show, launch party, or any other event. Event marketing provides valuable one-on-one customer engagement, and communicating with customers face to face is always a plus. In-person events are also effective for raising brand awareness, and can generate impressive media coverage when they do well.

Guerilla marketing

Guerilla marketing sounds extreme, and in some cases it can be. This marketing strategy focuses on invoking shock or surprise, often generating lots of publicity. There’s no straight answer for guerilla marketing – it can be as creative or out there as you want. Usually, it infiltrates everyday life or a large event in a way that’s unexpected. Take McDonalds for an example:

mcdonalds guerilla marketing example of zebra crossing painted into mcdonalds fries with people walking across it

This immersive marketing campaign was the result of big thinking from McDonalds’ team. During Zurichfest, a popular Swedish festival, the brand needed a way to trump other food stalls. So, they transformed this zebra crossing into a portion of their fries. If your brand wants to think outside the box and get people talking, guerilla marketing tactics are the best way forward.

Product marketing

Product marketing focuses solely on promoting certain products and driving sales. But, it’s also important in developing the product so that brands know it’ll sell. Essentially, product marketing is any process which increases the demand for a product.

Product marketers will research a product and be involved in its production. Then, they’ll arrange product launches and publicity events. Sometimes there’ll be content created surrounding the product to really boost it. But don’t forget about the product once it’s been released – it’s the product marketer’s job to keep promoting sales and usage.

Digital marketing is one of the most important types of marketing out there at the moment. If you want to advertise your business, TAL Agency has you covered. Get in touch with us to discuss how our services could send your business viral.

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