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Marketing – What You Should Know

Marketing can be a broad term covering multiple professional fields. Depending on the size of the organization, there are many differences. You can expect marketers to handle website designs, blogs, social media accounts, brands, products, content, online and offline, and event marketing in a small business. However, in large companies, the role is more clearly defined. Marketing has undoubtedly developed at an alarming rate, leading to more types of marketing. Some are more effective and relevant than others.


Because information is not so easy to obtain, traditional marketing refers to brand promotion on any channel since the advent of the Internet. Most traditional marketing relies on export strategies, such as print, television, and billboard advertising. Depending on the forms of advertising and the types of businesses used, the method for carrying out traditional marketing plans varies greatly. In some companies, all employees will contribute to the planning and execution. Whereas larger companies often have a dedicated marketing department to create ad campaigns that use traditional methods.


Digital marketing is the opposite of traditional marketing. It uses traditionally non-existent technologies to attract audiences in new ways. This type of marketing includes all marketing efforts using electronic devices or the Internet. Companies use digital channels such as search engines, social media, email, and other websites. The methods enable businesses to establish contacts with current and potential customers. Such strategies include:


Social media marketing is about content creation and promoting brands and products on various social media platforms such as Facebook, Instagram, Linked In, and Twitter. Remember your audience when creating content. Your unique content should be explicitly tailored to your demographics.


Outbound marketing refers to intrusive promotions, such as print ads, television commercials, cold calls, and email blasts. This method is known as “extroversion” because the brand discloses its information and focuses on awareness. On the other hand, inbound focuses on attracting customers rather than interrupting them. Most inbound strategies are included in digital marketing because consumers can conduct research online. Whether they need it or not.

The goal for inbound is to create valuable experiences that will positively impact people and your business. Once they arrive, you can use conversational tools like email and chat to engage. Acting as a compassionate consultant and expert will only provide leverage.


Although all types of marketing are aimed at attracting customers, most goals are becoming broader, for example, increasing brand awareness or attracting traffic. In contrast, acquisition marketing focuses on customer acquisition. Acquisition marketing is a general marketing strategy that focuses on converting these marketing revenues. Remember, it’s all about generating leads, thereby driving website visits from inbound marketing.

After the website traffic increases, you need to convert the traffic into potential customers and, ultimately, sales. That is the source of acquisition marketing. Acquisition methods may involve various strategies to transform the website into a possible customer generation engine. These may include:

  • free value-added products,
  • launching an education center,
  • strengthening on-site advertising copy,
  • optimizing conversion rates,
  • optimizing potential customers.


Brand shapes the public’s perception of your brand and establishes an emotional connection with the target audience through storytelling, creativity, humor, and inspiration. The goal here is to cause reflection and cause discussion so that your brand is remembered and associated with positive emotions. To start, you need to have a deep understanding of your buyer and what resonates with them. You can also consider your position in the market and what makes you different. This can help shape your values ​​and situation and help with storytelling activities.


Event marketing includes planning, organizing, and holding events to promote a brand, product, or service. The event can be controlled in person or online. Any person or organization can have an event, participate as an exhibitor, or participate as a sponsor. Many organizations use their unique industry experience to provide valuable briefings in exchange for entrance fees and brand awareness. These costs and brand image are generated by attendees seeing them as the authority on the subject. Or combined with this strategy, a demonstration can be made at the end of the event to attract interested participants to purchase.


Multicultural marketing includes the design and execution of marketing activities aimed at people of different races and cultures among the general audience of the brand. Not only can it help you to connect and resonate with minorities. Global marketing focuses on the needs of potential buyers from other countries. Generally, global marketer strategies require companies to conduct new market research and identify countries/regions where the company’s products can be successful. Subsequently, localize the brand to reflect the needs of these communities.


Controversial marketing is not designed to polarize the audience. This is an effective technique for expressing opinions, and brand owners use it to initiate fruitful conversations about specific ethical values. Any position on sensitive social issues can be considered controversial in recent years. While this may discourage potential customers who disagree with you, audiences who agree with you will prefer your brand and are more likely to promote your message.


Field marketing creates sales support content, such as case studies, product overviews, competitor comparisons, etc., to help salespeople attract potential customers. If you effectively establish contact with your target audience, there is no right or wrong way. Many companies use several tools to promote their messages in campaigns and other activities. Ultimately, you need to choose the best product for your buyers, market segments, budget, and resources.


Information marketing is a type of marketing that focuses more on facts and less on emotions. This marketing strategy highlights how the features and advantages of your product solve customer problems. Also, you can even compare your product with competitors’ products. Although this type of marketing relies on facts and data to trigger the required actions, it is usually structured convincingly.


Experiential marketing includes personal attendance at events, experiences, and interactions. These interactions and exchanges can establish a lasting emotional connection between the brand and its target audience.


Relationship marketing is a type of customer marketing that aims to build deeper and more meaningful relationships with customers. The methods do not focus on short-term profits or sales transactions. Instead, they focus on creating brand promoters. The key to doing this is to focus on satisfying customers who are already confident with your brand. This is achieved through customer feedback software to run Net Promotional Points (NPS) campaigns. Then find a way to strengthen the business customer bonding.


Proximity marketing is one way that brands use beacons. A beacon is a Bluetooth device that alerts people’s smartphones. The beacon is based on how close people are from one of your stores to anyone passing by a store, and Customers who own your apps offer discounts. Beacons can also find out where people are in the store and send them offers for products and brands in the same section.

Search Engine

Search engine marketing, also known as SEM, includes all activities to ensure that your company’s products or services are visible on the search engine results. SEM will rank your business first in the search query when users type in a keyword. Two types of SEM include SEO (search engine optimization) for organic search results and pay-per-click (PPC) advertising for sponsored SERPs.


Video marketing is a type of content marketing that involves video. The idea is to create videos and upload them to your website, YouTube, and social media to increase brand awareness, drive conversions, and close deals. Some video apps even allow you to analyze, cultivate leads, and qualify them based on your activities.


Voice marketing uses intelligent voice assistance such as Amazon Alexa and Google Home to educate people and answer questions. Optimizing your website for voice search is very similar to optimizing natural search, but apart from that, you can also get good choices by creating Google actions or Alexa tricks.


Stealth marketing is when brands hire actors or celebrities or use pseudonyms to promote their products or services without realizing they are being marketed. Some examples of stealth marketing include hiring actors to promote products subtly. Also,  using puppets, posting information about products or services to influential people without revealing advertisements. Other approaches involve making false viral videos and distributing products placed in movies.


There are many marketing strategies and marketing trends, and each of them does different things to reach one common goal. That goal is to promote businesses and products tailored to your taste and allow companies to be further exposed.