The definition of marketing is quite complex. Indeed, it is currently possible to identify several dozen types of marketing and almost every 3 or 4 years, due to the rapid evolution of technologies in digital commerce, a new definition is being released to support a new marketing concept!

However, all of these variations of marketing strategies have a similar goal: to sell.

However, let us recall the exact definition of what marketing is, given by Investopedia: “Marketing refers to the activities that a company undertakes to promote the purchase or sale of a product or service. Marketing includes the advertising, sale and delivery of products to consumers or other businesses ”.

We hear about inbound marketing , outbound marketing , content marketing, social media marketing, etc. and it becomes difficult to navigate.

We will try here to carry out a workforce review of all the main types of marketing which are used at the beginning of the 21st century, with obviously the accent on the techniques of marketing known as “digital”, which are related to the world of the Internet.

Traditional Marketing

Let’s start with the oldest method of giving a first definition of marketing: traditional marketing. This phrase refers to promoting a brand or product on any type of channel that existed before the internet was in place. Information is not as easily accessible, available, and disseminable as it is today. The majority of traditional marketing therefore relied on so-called “outbound” tactics to consumers. The most classic are: the written press, television Brazil Email List advertisements and billboards or even advertising leaflets for a product.

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Digital marketing or web marketing
Digital marketing is therefore the opposite of traditional marketing. This takes advantage of relatively recent technologies that did not exist even twenty years ago. This type of digital marketing encompasses all marketing efforts and actions that use an electronic device or the internet to reach audiences in new ways. Businesses leverage digital channels like search engines, social media, email, and other websites to connect with their current and potential customers. Most of the types of marketing and their objectives that we will observe in detail below are moreover only subsets of the large family that is digital marketing.

Outbound marketing or outbound marketing
Outbound marketing refers to an intrusive promotion that includes print ads, TV ads, cold phone calls, and emails. This marketing method is called “outbound” because it is the brand that takes the initiative to send an advertising message to all consumers to make themselves known – without them asking for anything. It’s a type of marketing that’s looking a bit old-fashioned these days.

Inbound Marketing or Inbound Marketing

Inbound marketing, on the other hand, is the opposite of outbound marketing. It aims to attract customers rather than undesirably solicit them. The majority of inbound marketing tactics fall under digital marketing, as consumers are trained through various strategies to research online including, as they progress through the buyer’s journey, whose final step is of course the purchase.

In this type of marketing, the focus is on creating moments / experiences that have a positive impact on people and that aim to attract prospects – i.e. potential customers – to your website, among other things through relevant and interesting content. Once these prospects let you know their interest in your brand, it’s time to engage with them using conversational tools like email and chat and showcasing the value of your product.

Content marketing
Content marketing has become a key part of inbound marketing and more generally of digital marketing, because it allows the public to find the information they need on search engines such as Google or Bing. As a result, it involves creating, publishing, and distributing dedicated content to your target audience. The most common mediums for a content marketing program are social media networks, blogs, visual content, and so-called “premium” content resources, that is, of high quality, such as books. blanks, ebooks or webinars.

The goal of content marketing is to support your audience throughout the sales journey. This can be useful if you have a content management system to facilitate publishing.

Sem (search Engine Marketing) Marketing

SEM marketing includes all activities aimed at ensuring the visibility of your company’s products or services on Search Engine Result Pages (SERP / Search Engine Result Pages). When a user enters a certain keyword, SEM techniques allow your business to appear high in the results of search pages. This is called SEO. The two main types of SEM are SEO (search engine optimization / natural referencing) for so-called “organic” search results and SEA (Search Engine Advertising), also called paid referencing, the presence of which can be seen in particular on Google through sponsored results / ads. SEA is simply an advertisement system.

To get started in SEO, you need to familiarize yourself with search engine ranking factors and produce content that is going to be ranked / indexed by them.

To get started with paid referencing, you can for example use Google Ads, which is in a way the advertising network of Google. Advertising slots are purchased through an auction system.

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