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Marketing That Works

A Closer Look At Different Types Of Marketing

Marketing is an art, and the role of the marketer is to use the best strategies available in order to pursue a customer to buy a certain product. In other words, marketing is the practice that determines the target market to choose one product over another. Despite the fact that the principles of marketing have remained the same over the years, the strategies and techniques have slightly changed. In a nutshell, marketing can be split into two main categories: Internet marketing (also referred to as “Online marketing”) and offline marketing (the traditional, conventional form).

1. Internet Marketing

Just as the name implies, this form refers to all the strategies that take place in the online environment. Internet marketing is considered to be a lot more effective than traditional marketing, as more than two billion people have access to Internet all over the world, thus making it a lot easier to market a product or service to such a wide target market. Moreover, the ads, banners and posters that are placed on the Internet are available 24/7 and can be accessed worldwide, which can boost sales and increase the visibility of a brand or product. Some of the most common strategies used in the field of Internet marketing include:

• Article Marketing

This is by far one of the most efficient techniques, and it involves writing unique, interesting and appealing articles on a topic that is relevant to the niche of a business or brand, and then submitting it to various article directories on the web. The articles must be well-written, they must benefit the reader and include at least one link to the website in cause.

In addition to attracting customers and boosting sales, another benefit of article marketing is that it contributes to website ranking as well – Google takes into account all the external links that lead to a website when calculating its ranking. The more articles with links inside, the better – the higher the ranking, the higher the position in the search engine results pages.

• E-newsletter Marketing

This form of marketing is the same as e-mail marketing, and it involves sending an online newsletter on a constant basis (most of them are sent once a week, twice a week, every two weeks or once a month). The purpose of these newsletters is to inform the customers about the latest products and services available as well as discounts and special offers.

The success of the e-mail marketing campaign depends on the quality of the content, the number of e-mail addresses as well as how appealing and interesting the content is. On the other hand, the main disadvantage of e-newsletter marketing is that most e-mails go straight to the Spam folder.

• Social Media Marketing

Did you know that Facebook has over one billion active users at the moment? Or that millions of tweets are posted on Twitter on a daily basis? Marketers know this, and they have started to use social media in their best advantage – Facebook, Twitter, Digg, Google+ and other social networking websites offer a cost-effective solution to promote a business, both directly or through paid ad placement. This will automatically increase the organic search results and generate more leads to the website of the company in discussion.

• Affiliate Marketing

Affiliate marketing is a win-win situation, both for the marketer and for the business. There are countless affiliate programs available on the Internet, where marketers can promote products and services on their personal blogs or websites, and when their website visitors make a purchase using their affiliate codes, the marketer will receive a generous commission (which can be up to 80% of the product price). In order for affiliate marketing to be successful, the website must have numerous unique visitors that can be converted into customers (or, better said, marketers in this case).

2. Offline Marketing

This notion encompasses all the traditional forms of marketing, from advertising in the local newspaper and on television to broadcasting advertising messages at the local radio station. Offline marketing has started to fade, slowly but surely, as the online marketing industry has become very popular over the past several years. There are two major forms of offline marketing:

• Outbound Marketing

This is a very general concept that refers to all the marketing efforts that are taken to market a product or service to a person who is not interested in buying it (without using the Internet, though!). Cold calling, banner ads, billboards or newsletters are all techniques used in the outbound marketing field.

• Inbound marketing

If in the case of outbound marketing, the customers are persuaded to buy a certain product or service, in inbound marketing the customer discovers the product/service all by himself. The customer knows what he is looking for, and he goes out to find it.

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