The different types of marketing and what your brand should invest in

In the past 15 years I have worked in some companies and looked back, most of them relyed on proven types of marketing methods such as paid advertisements, email marketing and SEO.

These tactics still work well, but many new options and channels have performed over the years. There were also some important changes that influence how they can reach customers. Think of Google Core updates, the introduction of AI or data protection laws like the GDPR, to name just a few.

So I thought I would bring all the options that work today and do well in the coming years.

Table of contents

The two top marketing types

Although there are various options that you can categorize the existing types of marketing, you can reduce them to two main groups at the highest level: B2B (business-to-business) and B2C (business-to-consumer). Let’s look at both.

B2B marketing

Business-to-business marketing is about marketing products and services for other companies. But here is the thing: your customer is not the organization, but the people in it. This means that you have to find out exactly who you aim for, as decisions usually affect more than one person.

For example, the marketing manager and the financial manager will have different priorities and challenges.

When it comes to B2B marketing strategies, focus on efficient and logical facts – your audience will take care of facts and results. Hold your messages clear and to the point.

Also remember that sales cycles in the B2B sector are usually longer and more complex. The decision -making process includes several stages and stakeholders. Make sure you adjust your marketing strategy where your potential buyer is in the decision -making process.

B2C marketing

Business-to-consumer marketing focuses on promoting services and products directly to individual customers and not on companies. The goal here is to address people’s personal needs and solve their problems and in the long run to build emotional connections between you and the brand.

Since B2C is more emotional than its B2B counter, many of the marketing tactics used a circle for the encouraging impulse purchases. For example, social media-based campaigns can provide preliminary buyers about flash sales, such as “25% only today”.

It is not surprising that what is an immediate satisfaction for today’s consumers (especially for those who spend a lot of time online). It could either mean delivery on the same day or receive a free article or a discount for the next purchase.

The reason why such tactics work is that the risks (and the costs) of buying a product or service in B2C are lower than if someone buys for their organization. And so the sales cycles here are usually much shorter than in B2B.

Types of traditional marketing that are still relevant

When you hear “traditional marketing”, you will probably imagine TV ads, advertising boards or newspaper placements. If so, they are absolutely right – and it is incredible to believe that some of them have been there for well over a century.

But if you feel that these offline tactics are no longer worth investing in the investment (after all, everyone is online today, right?), You could be surprised what I would like to tell you.

1. TV and radio ads

Despite the fragmentation of the spectators between television and video streaming platforms, the former remains an important channel for B2C brands.

In the USA, the TV advertising market is expected to achieve 146.40 billion US dollars By the end of 2025. Estimates expect only 1.16% of expenses a year compared to the previous year by 2029. In my opinion, traditional television advertising in so quickly go somewhere.

What particularly convinces me is that traditional media are not Strictly speaking Fight against digital channels. As Marketing dive According to reports, they even excess traffic on the website by drawing people’s attention and motivating them to go online to the company’s offer.

2. Advertising boards

It is difficult to find a place without advertising boards (natural stains don’t count). And I’ve never seen as many as in Tokyo. While they could ruin the view, they are undeniably effective.

After Out out home advertising association of America88% of consumers notice advertising boards and 78% in any way with the brand. The difficult part is the measurement of effectiveness. Adding a QR code can help you follow how many people are busy with your advertisement.

3. Flyer and brochures

Even now, companies that sell physical products are still on flyer as part of their marketing strategy. When I started my marketing career at Philips Healthcare, I was one of the tasks for which I was responsible for promoting flyers and brochures to promote medical equipment such as CT scanners and MRTS.

We mainly used the flyers at events and visits to hospitals, and I have to say that they have worked surprisingly well. Or maybe I shouldn’t be surprised since so many like so many 85% of consumers They more remember a company after getting a flyer.

You should try forms of digital marketing

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In contrast to traditional marketing, digital marketing uses a variety of technologies that have not yet been available to reach the audience in a new way.

It is the fastest growing type of marketing and includes all marketing efforts that live online.

Companies that invest in digital marketing, such as ProfileUse numerous digital channels such as search engines, social media, e -mails, websites and more to connect with your current and potential customers.

Here you will find more detailed breakdown of the types of marketing tactics and channels.

4. Integrated marketing

Inbound marketing focuses on put on Customers in their company instead of reaching them when they operate work or time -referring activities. I will continue to discuss the latter tactics (outbound marketing) in this article.

While some Inbound marketing Tactics live offline, the majority fall under the roof of digital marketing because consumers are authorized to research online in order to develop their buyer’s trips.

Inbound is built on three pillars: tightening, committed and joy.

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The original goal is to create valuable content and experiences that use your audience and attract you for your company. For example, if your company is in the fashion niche of women, you can create a free style guide that your customers can download and use in the coming summer season.

The next step is to add a real value to you through conversations such as e -mail marketing, chatbots and of course.

Here, for example, you can inform your leads by email about a limited offer. After all, you should delight them by continuing to share advice and great offers in the future.

What I would like to add here is that you should not evaluate your inbound marketing effectiveness, only if you deal with the income you have achieved in the last quarter or so. Since this type of marketing is very wide, the different tactics that you use has its brand image.

A lead from an inbound campaign can be a customer today or next week – but you can also read your newsletter and make your first purchase in about eight months. This could lead to the fact that sales are somewhat difficult to assign to precise campaigns.

5. Content signEting

As one of the best ways to attract your target audience, content marketing is a critical component of an effective strategy for digital inbound marketing.

This is probably the reason why almost nine out of ten marketing experts who have already invested in content marketing plan to maintain or increase their investments in podcast and audio content in 2025.

This form of marketing includes creating, publishing and selling content to your target group via free and closed channels such as social media platforms, blogs, videos, E -Books, podcasts and webinars.

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The goal of content marketing is to help your audience on the journey of your buyer, to give value at the same time and to offer supporting, adorable experience.

First of all, identify joint questions and concerns that your buyers will likely have before You are ready to buy.

Then create an editorial calendar to pursue when you create and release content in connection with these topics. A content management system (CMS) like Content Hub Can also help you stay organized and keep your content and your publication plan up to date.

A hot tip from me: Instead of selecting your article topic exclusively on a keyword (and its volume), concentrate on a specific problem with which your customers are confronted.

The internet is flooded with mediocre tips. Trust me. Not only will there be less competition, but the chances of converting prospects will also be higher.

6. product marketing

Product marketing not only makes product images or leads start campaigns. It is about promoting the demand for a product and its introduction through consistent positioning, messaging and market research.

Product marketers are located at the interface between product, sales, marketing and customer success teams.

These product -oriented marketers work with various organizational functions that support sales income and align marketing strategies.

It is a crucial role for every company. So it is no surprise that almost 10,200 product managers are roles from now on Advertised on LinkedIn In the United States alone.

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Miquel Palet, The founder and CEO of Get-invoice.comtold me that product marketing is one of your most successful marketing strategies.

Palet suggests creating a free product that users aim for from your target group, and is very shared (ie user would like to share it with your friends). This is exactly what you did at Get-invoice.com.

“We took advantage of Spotify’s packaged campaign and created a similar free tool for displaying e -mail activities during the year. When we started publishing the tool on various platforms, it quickly gained traction, which also put many eyeballs on our main product, ”said Palet.

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7. Influencer marketing

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Through the partnership with influencers in your room, you can use an existing community of highly committed social media followers with influencer marketing.

Influencers are considered experts in their niches and have built loyalty and trust with an audience that they want to achieve.

These programs are an essential part of a modern marketing strategy.

Today, 87% of the marketers plan to either maintain or increase their influencer marketing budget, which in my opinion is a good step 69% of consumers Recommendations of trust from influencers towards brands.

In order to start with the influencer marketing, I recommend building up your influencer marketing strategy and defining the type of influencer you want to work with.

Then you would like to create criteria for your influencer to ensure that you match your strategy and budget.

The factors to be taken into account include their niche, the size of their audience and their current metrics. From there you can find influencers and contact you by:

• Grab manually on social media.
• Use of an influencer marketing platform.
• Hiring an agency to carry out research and public relations for you.

It is best to work with micro-influencers, as they are both more affordable and more credible, and they simply feel “more like us”. I have my personal favorites.

For example, if I look for skin care products, I check recommendations from Piotr JanickiWho studies as a dermatologist. Every product he recommended was a hit for me.

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8. user-Genated marketing

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User -generated marketing is when companies invite their audience to participate in the creation of marketing materials. I think it was only a matter of time before brands when he saw the impressive ROI of microinfluencers, turned to real customers to promote their products and services.

There are many creative opportunities to encourage users to generate this type of content. What will work largely depends on your industry and your user demography.

For example, you could carry out a social media -hashtag challenge that your followers asks to develop a jingle. Or you can invite users to share pictures or videos of themselves with their product and start a competition to further participate.

Why do brands use this approach? Over 85% of the marketers Say that building and promoting an online user community like this has a positive impact on your company’s core business.

It is also inexpensive, builds up stronger connections to your audience and increases brand awareness.

9. Seek Engine marketing

Although social media platforms have become the key to discovering products and services, brands still have to ensure a strong presence in search engines such as Google and Bing.

Here search engine marketing or SEM comes into play. It contains all strategies to ensure that your company is visible on the search engine result. With SEM, your goal is to bring your company to the top when a user searches for a certain key word.

According to Drift Kings Medias Report by Drift Kings Media 2024 State of Consumer Trends, online search is the top way of how buyers discover new products (either through traditional searches or by using AI-powered search assistants).

59% of consumers also state that they prefer to collect information online because they speak to a person.

There are two types of SEM:

• Search engine optimization (SEO) for organic search results
• Pay-per-click advertising for sponsored search engine results.

Search engine optimization (SEO)

To start SEO, become familiar with search engine ranking factors and joint keywords that are relevant for your industry and products. Proactive if you create content for search engines to use these terms.

Before you start publishing content, however, I recommend checking the search intention of every keyword and ensuring that you refer to what your company offers.

In short, this step is to understand what exactly a person hopes to find or reach a specific query in a search after typing. You usually expect one of four results:

• Learn more about a topic.
• Find the website of a specific company.
• Research options before buying.
• Find a specific product or a certain service as soon as you can shop.

Make sure that the content you publish match the expectations of your potential customers. If you set up your product too early, you can put it off. Conversely, miss the opportunity to mention your company’s offer for a transaction keyword.

Pay-per-click (PPC)

In the meantime, PPC also includes the use of keywords, but they offer them to have their ads placed in the search via platforms such as Google ads. I recommend investing in Ad management tools This allows you to create and manage your PPC campaigns.

When I invest in PPC, I also suggest asking yourself who you are targeting. Or more precisely whether your service or product can be used worldwide or is limited by geographical restrictions.

If you belong to the latter group, you may find this tip Esteban LargaespadaDigital ads director at Online -optimismIncredibly useful:

“In my experience, hyper-localized Google ads can reduce the costs per conversion extremely effectively when increasing the conversion rates.” According to Largaespada, this is based on more than 10 years of PPC for several customers.

“In one case, I was able to improve the conversion rate from 5% to 15% over the course of 12 months and at the same time reduce the costs per conversion from USD $ 55.71.”

What Largaespada did was with the execution of advertisements for the locals in New Orleans, where the customer’s company was its headquarters and the best known. Next he told me that he expanded the reach of advertising to some selected large US cities (Las Vegas, Chicago and Orlando) and medium-sized markets such as Dallas.

“The company worked frequently here and had good margins,” he said.

However, this tactic required constant surveillance. Largaespada told me that he quickly retired from the execution of ads as soon as he noticed that the costs per conversion were “not optimal”.

He also underlined the connection between PPC and SEO when he made decisions for the marked advertisements of the brand: “I used intensive search terms and exclusions as well as knowledge and defined location pages from our SEO campaign to further improve the results,” concluded Largaespada .

10. Personalized marketing

Personalized marketing aims to create a tailor -made marketing experience for every user in your brand. Here is a great example of an email that I received from one of my favorite authors of all time from Amazon a few days after reading a book.

Note how Amazon – to make tailor -made recommendations for future readings, first took note of the status of the book on my Kindle device and then triggered a sentence of suggestions “what to read”.

This type of marketing has been around for more than a decade. No other except Amazon is one of the first companies that go into the individual preferences of the users so deeply.

What has changed here in recent years may not be surprising who is responsible for performing personalized campaigns (you guessed it – it is AI). 73% of the marketers Asked by the Twilio segment that artificial intelligence will reinterpret your approach in personalization strategies.

While AI makes it much faster and easier to give tailor -made recommendations, I have advice. Remember that the personalization and privacy of customers have to go hand in hand.

If your company wants to examine this form of the marketing strategy, make sure that compliance with all security and data protection laws is used in any technology that can be used to access user data.

11. Affiliate marketing

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If a company rewards another brand – a partner – with a commission for every purchase that makes a customer about the partner’s advertising actions, this is affiliate marketing.

I have found that this approach is very trendy for influencers, but can also be used by brands to promote products or services from other companies that match their own.

If you already have marketing assets that do well, e.g. For example, a website that generates leads or a committed social media network is affiliate marketing a great way to continue using these assets.

Select a product or brand that matches exactly what you sell (but do not compete with you) and promote it for your audience.

Affiliate marketing is also an inexpensive way to raise awareness of your brand, and an excellent sales generation alternative for influencer marketing.

And the best thing is that every company can design its own rules to meet its special needs.

Patrick McDerrmottThe CMO of Max Cash title loanI told me that affiliate marketing was a player for you when generating qualified leads.

The key to success was the provision of high -quality, optimized content and other resources that are tailored to your target group. The aim was to enable you to effectively promote your brand and at the same time maintain authenticity.

“We offer our connected companies prescribed email templates, SEO-friendly landing sites and customizable banner. We only work with partners who specialize in personal finances because we offer title loans. Our engagements are flexible and we always pay on time on time, ”said McDerrmott.

On average, thanks to its robust affiliate program, the brand records an increase in lead submissions from year to year on the previous year. Her top performance partner achieved an astonishing 16%conversion rate last year, which significantly increased her ROI.

In addition to the offer of advertising resources, you should also follow the power metrics and give advice on how to adapt campaign creative to improve the commitment. Above all, offer competitive payments to build a Win-win partnership for the growth of growth, ”added McDerrmott.

12. Social media marketing

With platforms like FacebookIn Instagram, LinkedIn and X, brands can advertise their shops and deal with their audience at a more personal level.

Social media is the number one products. The majority of consumers are aimed at social media to find products, and one of four social media users has bought over these platforms in the past three months.

In social media, however, two factors for success are of crucial importance: relevance and consistency.

First, relevance: Nobody registers on social media to buy something. As such, it is important to reconcile advertising with entertainment.

Convincing pictures and captions that encourage your audience to like and comment on your brand will bring your brand so much closer to the winning of a customer.

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On a consistency: a consistent posting frequency is holding back your followers. How can you invest in your brand if you rarely see you in your timeline?

In order to make the publication of content accessible via platforms, several social media tools automate the process.

I recently saw a post from Neil Patel Who shared what happens when a company no longer uses social media. Only within six months of their traffic on social media fell by 94% (on average) and their sales were reduced by 6%.

While it is time -consuming to create appealing content on social media, it is as if it is worth the effort. Nowadays I spend more time scrolling LinkedIn as a blog article of brands that I like.

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13. Video marketing

According to a recent study, 87% of the marketers say that the inclusion of videos in their marketing strategy has included a positive ROI. Regardless of whether you are on your website, on YouTube channel, e -mail newsletter and/or social media that promote video consciousness, generate conversions and close offers.

Mira NataleaCMO at SoftwareI told me that video marketing revolutionized users’ commitment and downloaded growth.

“In six months, by focusing on short, practical tutorial videos, we have increased the commitment by 45% and downloads by 30%. For example, a two-minute video that demonstrates the ability of our Grab2text app to extract text from the pictures that received 10,000 views in the first week. The users appreciated exactly how the app could solve a problem, which contributed to building trust quickly, ”said Nathaler.

Some Video marketing apps Also enable that you analyze, maintain and evaluate leads.

Natalea shares the following advice: “Create specific videos, short (under 2-3 minutes) and visually appealing. Concentrate on application cases that your audience can refer to. Optimize for keywords like “How (action) with (your app)” to increase the inventibility and experiment with various platforms. YouTube shorts worked particularly well for us. “

14. Agree marketing

Language marketing refers to the optimization of your website for language search by taking the right keywords, as well as on initiatives that use intelligent speakers such as Amazon Alexa and Google Home. These devices can now help you get in touch with your audience and to answer questions about your interest topics.

Take into account the possibility of becoming inventive by developing a Google Home campaign or Alexa ability. For example, Uber has created an Alexa ability with which users were able to request a simple language request.

Similarly, TED developed a function with which Alexa users were able to search for Ted talks based on topics, sound or speaker.

These tools may be relatively new, but they are increasingly popular with marketers.

Peter O’CallaghanMarketing manager at ScrapingbeeI told me that language marketing was a player for her in terms of podcast sponsorship and voice search optimization. They worked with a SaaS-oriented podcast to create an episode in which the host discussed joint scratch challenges and of course introduced Scrapingbee as a solution.

“This individual episode led to an increase in registrations by 18% within two weeks and a 3 -fold return of sponsorship costs. The optimization for language search led to additional results. By focusing on long cocks, we recorded an increase in organic traffic by 22% for over three months, how to efficiently increase websites by 22%, ”said O’Callaghan.

Pro tip: The most important thing is to understand how users speak when searching and in their SEO strategy and do not tap. The voice is about connection and relevance, so stay talking.

15. E -mail marketing

E -Mail marketing combines brands via e -mail with leads, interested parties and customers. E -Mail campaigns can increase brand awareness, generate traffic to other channels, promote products or services or promote leads for a purchase.

I think e -mail can be an effective tool – but it is important to use it responsibly and in legal restrictions. Regulations such as the GDPR and the CAN spam law require brands that comply with responsible commercial email practices that are due to three principles:

• Only e -mail people who expect them (i.e. people who have decided).
• Make subscribers easy to separate.
• If you contact, be transparent about who you are and why you send an email email.

In view of these guardrails, you must first give strategy how you can create your e -mail list or the database with contacts to which you can send e -mails.

The standard methods include Lead capture forms on your website or partnerships for lead generation. I am a big fan of the latter.

Then they need E -mail marketing software And a CRM to send, pursue and monitor the effectiveness of your e -mails.

In order to bring your E -Mail strategy to the next level and to maximize productivity, you may also want to examine yourself E -mail automation software This sends e -mails based on trigger criteria.

Take it on: To learn more about the advantages and disadvantages of e -mail marketing E -mail marketing course from the Drift Kings Media Academy.

16. Account-Abased marketing

Account-based marketing (ABM) is a hyper-oriented marketing strategy in which teams treat an individual prospect or a customer as a market.

These marketing teams create content, host events and starting campaigns that to focus on the specific persons who are connected to this individual account instead of an entire industry or a territory.

This strategy enables brands to design personalized campaigns for their ideal customers and to devote their time and resources to potential customers who have strong behavior.

Gartner reports That ABM delivers, such as an increase in the account of 28% and an increase of 25% when converting marketing qualified leads (MQLS) into sales acepted leads (SALS).

This is how I recommend going:

1. Start with the identification of key accounts.
2. Create messages based on problems that are most important for you.
3. Find out how you can implement this news Drift Kings Medias introductory -BM lesson
4. To optimize your efforts, you can also determine whether ABM software Could fit your team well.

Alex UgarteOperations managers at Londonofficeespace.comtold me that they were very successful

Use ABM to address high -quality corporate customers who are in the center of London after office space.

“Our strategy for this special market segment focuses on highly personalized public relations, including detailed market reports that are tailored to industry, goals and pain points of every prospect,” said Ugarte.

He mentioned that a campaign that she carried out last year aimed at a large technology company that, due to its constantly increasing stress, needed a scalable space.

By using publicly available knowledge in their hiring trends and business growth, they proactively achieved a curated list of real estate that met their projected expansion requirements. This highly targeted approach has ensured a high -quality, multi -year rental agreement and a new large customer.

Here is a tip from Alex: “When adopting a ABM strategy, work together in the entire teams that include sales, marketing and data analyzes in order to build a comprehensive profile of target accounts. The deeper your understanding is, the better your reach will resonate. “

Types of marketing that work across traditional and digital channels

17. Outbound marketing

Outbound marketing refers to undesirable, outgoing advertising campaigns such as cold calls, e -mail explosions for purchased lists and print ads.

This marketing method is referred to as “outgoing” because it passes on a message to consumers to raise awareness of their products or services – regardless of whether consumers have shown interest in them.

In many industries, outgoing marketing has grown less effective. I don’t think it is surprising because consumers are flooded with so many marketing interruptions today that they often have to pay more attention to these messages.

In the case of regulations such as the GDPR, companies must be particularly careful if they send e -mails to people who have not granted their permission.

Pro tip: If you decide anyway that you are endured, I recommend ensuring that your content offers a value and is tailored to your target group. Also avoid making it sound like a direct offer, as this could annoy the prospects and lead to allegations of legal violations. That happened to me a few months ago – no nice experience.

18. customer marketing

In contrast to acquisition marketing, in which the focus is on the acquisition of new customers, customer marketing focuses on the binding of existing customers.

The aim is to make your customers in long -term branded lawyers by delighting them with their product or service and offering excellent customer service.

Here is an example: Niche Beauty Labs is one of my favorite skin care stamps. I use some of your products. You did wonders on my skin. When my girlfriend searched for an azelaic acid -serum, I recommended it to her and she bought it immediately. This is customer marketing in the game.

The reason why many companies invest in customer marketing is that the cost of customer acquisition is much higher than the costs to maintain or sell existing customers. In order to use these advantages, customer marketing teams must constantly work to improve the customer experience.

This means that you can do anything to ensure that your customers have a big impression after you have given you with your product or service.

John Wilson, owner and CEO Wilson plumber and heatingtold me that it is the key to concentrate on building strong relationships with existing customers. They created a recommendation program that rewarded customers for the recommendation of their services for friends and family.

This tactic led to an increase in new customers by 30% over six months.

“By sending thank you instructions and the offer of discounts for future services, we have committed and made our customers happy. Her positive word of mouth helped our call, and many new customers mentioned that they heard about us from satisfied customers. Overall, the investment in our current customers paid off significantly and shows that satisfied customers can be their best marketers, ”said Wilson.

19. Conversation marketing

Conversation marketing refers to any form of 1: 1 conversation with your audience.

This is probably one of the most natural ways to connect to customers, as this can be an effective way to remove the friction from the purchase process. It is important to meet customers how, when and where they want. As a result, these dialogues can occur via several channels.

Catherine Schwartz, CMO Essay servicesaid that conversation marketing was of crucial importance for its ability to build trust and convert more customers: “We increased the conversion rates in the first year after the implementation of live chat.”

Schwartz told me that many students who visited their website were not familiar with the process or skeptical about the quality of the service. Your team has implemented Live chat with proactive trigger, e.g.

“In one case, a student who browsed late at night was given immediate support in the functioning of deadlines, which led to the order of the same time,” she added.

Schwartz recommends using chats for speed and adaptation. “Bots can cope with common questions, but complex cases should be escalated to humans as soon as possible. Timing is important – our data showed that 70% of the conversions occurred within 10 minutes after the involvement of a visitor. “

Remember that conversation marketing is more than just Live chatHowever, it extends to phone calls, texts, Facebook Messenger, E -Mail, Slack and many other media.

When you start, first identify the channels on which your audience is most active. This may sound relatively easy, but it can be difficult if several channels are managed and slow response times, internal false communication or loss of productivity are avoided at the same time.

So it can be helpful to use them Conversation marketing toolsLike a uniform inbox to optimize your efforts.

20. brand marketing

Brand marketing includes everything you do to make the public perception of your brand and to establish an emotional connection to your target group. This includes storytelling, creativity, humor and inspiration.

The goal is to have stimulating and productive conversations to think so that your brand is remembered and connected with a positive mood.

In addition, I cannot underline this strongly enough – do not underestimate the power of a convincing story. Research by Harvard psychologist Jerome Bruner has shown that there are facts 22 times It is more likely that he will be remembered when they are shared as part of a story.

In order to start brand marketing, I recommend getting to know your buyer person first and understanding what swings with you. You also have to take your position on the market into account and what distinguishes you from your competitors.

This can help to design your values ​​and what you stand for and to offer you an important feed for your story counting campaigns.

Marketing manager at Neptune.aiPresent Ani Ghazaryanstands to the effectiveness of brand marketing. She said it was one of the most effective strategies you used to expand her presence and build confidence in the machine learning community. For them, brand marketing is only about showing their audience that they really understand their needs and are here to help them be successful.

“A success story was when we launched a number of detailed guides and case studies in which the top ML teams Neptune.ai used. These were not just about features. They told real stories about the solution to real problems, ”Ghazaryan told me.

The answer was incredible, not only in traffic, but also in the relationships that the brand built with users who saw it as a trustworthy partner.

“One of the most important tips is to always focus on authenticity. Brandmarketing is not about screaming your name. It’s about earning trust. Share valuable content, mark customer successes and make your brand synonymous for solutions. This is how they stand up, ”added Ghazaryan.

21. guerrilla marketing

Guerilla marketing spreads brand awareness by placing courageous, clever brand activities at physical locations with high failed locations.

Examples of guerrilla marketing are the change in urban environments outdoors, the promotion of a live event (without permission from sponsors or organizers), public stunts and treasure hunt.

This can be an inexpensive way to attract widespread attention.

Here is a great example from Deni Ivanov, Marketing Manager MagicProcleaning UK. At the beginning of 2023, they noticed a recurring problem – office workers in the center of London, who complained about the lack of clean rooms in joint work environments.

“Instead of leading conventional advertisements, we have chosen a practical approach by setting up” emergency clearing stations “in co-working rooms and cafés. We have placed branded cleaning kits with disinfectant wipers, screen cleaners and microfiber cloths in high-tale areas with a QR code with a free office deep circuit competition, ”said Ivanov.

This small gesture triggered over 300 competitive entries and an increase in transport traffic by 67%. “The best thing about it? Many who did not win have booked our services, which led to a 30% increase in conversions, ”she added.

Pro tip: If you follow this approach, you made caution. I think the more unconventional a guerrilla tactic, the more time your company should spend to ensure that it does not backfire.

It could be as simple as your target group simply does not “achieve” the goal of your campaign or something worse, how insensitive. It can even be interrupted by weather conditions, law enforcement authorities or other factors that go beyond the control of your brand.

If you are looking for inspiration, take a look at this list of effective guerrilla marketing examples, from Bounty’s Humangaße and Coffee Cup that survived the streets from New York, to the Tinder profile from Deadpool.

22. partner marketing

Partner Marketing, also known as co-marketing, is a marketing cooperation in which two or more brands work together in a marketing campaign and share the results.

I think it’s a great tool for the lead generation, with which brands can use an audience that you may still have to reach.

In 2024, 89% of the companies surveyed by Foundry They had a form of a partner marketing program, with 68% confirming that it offers “great value” for the company.

So that partnerships can work, brands must have additional products or services and similar services User. The most important thing is that you also have to align your common goals and have to attend cooperation and teamwork.

Mary LopezMarketing Manager at Trustworthy wedding dress preservationannounced how this can work for a B2C company.

“Our strategy focused on working with bridal transactions, wedding planners and dry cleaning agents. The key was the creation of a win-win situation: we offered our partners a commission for every transfer, while they received additional service for their customers. “

The partnership program, which Lopez referred to, included 50 bridal transactions all over New Jersey. As part of the collaboration, these businesses received brands display materials and sample maintenance kits.

The results? Lopez says it exceeded her expectations. “We have increased by 65% ​​for sales within six months, and since then our partner network has expanded to 200 locations nationwide. Our most successful partnership with a premium bride -boutique chain generated 120 maintenance orders in just three months. “

According to Lopez, it is important to track down sales for each individual partner. What worked in your case was to offer every business a clear transfer code.

Types of event marketing for experimenting with

23. Trade Marketing Show

You have an event to launch a new product. How do you get your target group to appear? That is where Event marketing comes into play.

An event a workshop, a seminar, a trade fair, a conference or a pop-up shop aid brands to connect directly to your target group and to build permanent relationships.

However, the best of these (often expensive) investments requires that brands plan a comprehensive funding strategy, develop creative assets that present the anticipation and determine the best channels for the spread of consciousness.

I took part in many trade fairs while I worked at Philips Healthcare, and we usually spent months to prepare for everyone. They were very expensive, so we wanted to make sure that we got everything we needed to generate as many leads as possible.

Filippo TonelloMarketing manager at Weunishared a great example of how to use trading shows in favor of your company:

“One of our most successful trade fair campaigns was participating in an educational fair in Milan. Instead of the traditional stand setup, we have created an interactive “career path simulator”, which enabled the students to visualize their potential academic journey on the basis of their interests. “

He shared this – with an investment of € 5,000 – the brand:

• Generated over 450 qualified leads in just two days.
• Converted 28 students into registered customers.
• Recovers of € 120,000 within three months of the event.

What attributes Tonello this success? He says that the key for Weuni was to grow the commitment instead of sales from the fair to direct. “We used tablets for the simulation and the collected contact details in a natural way through the process to enable meaningful follow-up talks.”

24. Field marketing

Field marketing, also referred to as Field Selling, includes a community to apply your products or services directly to your target group. While there are some overlaps between event marketing and field marketing, the latter does not require a formal setting and/or so much logistical preparation.

While event marketing can work well for both B2B and B2C, my experience is my experience that field activities are only effective for business-to-consumer products.

Some examples of field marketing include brochures or spending free product samples in shops or in areas with high trade. In the past few months I have seen some field marketing campaigns from none other than B2C giants like Pepsi and Nivea – if you invest in to invest free patterns and products, you have to be something!

The case of field marketing is a bit like conventional media such as television or radio. While there are one of the oldest marketing strategies, many brands continue to conduct these personal marketing efforts to supplement their digital campaigns.

Although we spend a lot of time in front of the screens, we still go out for food, commute to work or spend time outdoors with friends. Customers are literally on the street.

Pro tip: If you are interested in games from Field Marketing such as free giveaways for products, you should suggest your team to qualify your potential customers. If possible, to determine by demography such as age and gender, tell your team what kind of customers you are looking for so that you know who fits your ICP from the amount of outdoor.

The best type of marketing

I have been a marketer for over a decade, and in my experience there is no right or wrong way to make marketing – as long as it is connected with your desired audience and offers a return on investment.

If I would give you a single advice to find out what works best for your company, this would be a juggling between the options. Most companies use a combination of the strategies described above to generate leads and win customers. Therefore, you just have to find your ideal setup.

Some tactics could turn out to be gold mine in the coming years, while others may only achieve short -term results. And that’s okay – remember not to put all your eggs in a basket.

Ultimately, you would like to choose what makes the most sense for your company, based on your unique product, audience and resources.

Note from the publisher: This post was originally published in May 2019 and updated for completeness.