A clever marketing campaign can go to waste when not promoted effectively. Some businesses struggle with implementing a marketing campaign because they disregard the important differences between types of marketing. Since marketing is often niche-specific, it’s best to individually create a promotional plan for each marketing campaign.
While the end goal of all marketing is similar—to reach and engage customers—the strategies can vary. Depending on the type of marketing, there are different recommended promotional strategies.
Analytical marketing uses consumer data to spot customer preference and consequently better cater to them. This works best with tech-savvy customers, who use the internet often for social media and email. Marketing analytics can be used in email marketing to personalize the emails specifically. For example, a grocery store can use individual customer preferences to send them relevant deals. This helps draw customers to the store, which is marketing’s intent.
Coca-Cola’s MyCokeRewards.com is a good example of analytical marketing promoted effectively. The site uses the prospect of rewards and games to collect data that aids in marketing efforts. Other forms of analytical marketing information sources include opinion polls, surveys and focus groups. Still, it’s best used in the guise of something fun and immersive, like Coca-Cola’s website.
Buzz marketing is generating hype via word-of-mouth to provide a positive public perception about a new product or service. It’s a common form of marketing for businesses specializing in:
As a result, it’s a very lucrative niche. Increasingly, buzz marketers are using social media to create buzz. They use Facebook’s business pages to chat directly with consumers and rouse conversation, often steering it in a positive direction.
It’s also an effective strategy for businesses to create their own social media lounge, like Clorox’s “The Clorox Lounge.” These self-created social networks encourage engagement via rewards or coupons. Another strategy in buzz marketing is to consult or pay bloggers to write positively about the product. It could be either on their site, social media or both.
Content marketing is key for writers, bloggers and others who make a living creating fresh, useful and relevant content. Businesses often have their own blogs of original content to help draw in new customers and impress with their expertise. Content marketing in regard to this is crucial as a result.
Strategies to promote a content marketing strategy include forming relationships with other blogs in a similar niche. Try posting comments on their blogs, lauding their work. In turn, they are likelier to share your content with their readers.
The aim of social marketing is to encourage positive behaviors such as wearing seat belts or caring for the environment. It also applies to the prevention of bad behaviors, like smoking or speeding. Telling people what to do can be a tricky endeavor, though successful promotion can make it easier.
Nonprofit organizations and public sector agencies utilize social marketing often. Rehab center marketing, which incorporates social marketing, can also be life-saving to those who need it. Some strategies include promoting a social marketing campaign effectively. For example, dozens of artists covered “We Are the World” to help relieve famine and disease in Africa. Celebrity collaborations, clever emotional commercials and social media outreach have become staples of social marketing.
Properly getting out the news about an event requires an effective marketing strategy. Promoting it involves a combination of online and offline work. For one, the actual event must have some unique attribute to market. An example is Coca-Cola’s event with vending machines giving out “happiness” alongside soda. This is fun for visitors and also presents an angle for the marketers to use in their copy.
Event marketing can also pertain to a viral-type event that spreads brand awareness. An example is when Sony marketed its Bravia LCD television in 2005 by dropping and filming 250,000 bouncy balls in the streets of San Francisco.
The event created ample buzz for the product, with an emphasis on that event being spread throughout the news and social media. This shows how brands can impress event crowds and hook them in as a result. A well-executed promotion of an event marketing campaign creates a reason for consumers to stop and take notice.
Green marketing emphasizes environmentally friendly approaches in the creation of a product or service. It shows a business cares about the world its customers live in, painting an alluring picture. It’s recommended for a marketing strategy to prioritize having the product or service certified green.
Popular green certifications are always an option. They help showcase the brand’s commitment to those perusing the store shelves and browsing the website. Once the certification is approved, promote the marketing strategy by mentioning it whenever possible. If possible, put the certification symbol on the label.
These six types of marketing essentially seek the same end goal, though they have varying deliveries. As a result, promoting efforts within them involves a tailored, individualized approach. Doing so will result in more effective and efficient outreach.