marketing strategies: part 1 of 2

An introduction to different strategies that marketers can use in their

marketing efforts. From definitions to facts as well as to examples of usage.

Table of Contents: Page Title: Page Number:

Affinity Marketing 3

Behavioral Marketing 11

Brick & Mortar Marketing 18

Business to Business Marketing 28

Business to Consumer Marketing 38

Cause Marketing 49

Celebrity Marketing 59

Consumer Generated Marketing 69

Content Marketing 78

Direct Marketing 88

E-commerce Marketing 98

Email Marketing 112

Ethical Marketing 125

Geo-marketing 135

Page Title: Page Number:

Inbound Marketing 148

Influencer Marketing 158

Interactive Marketing 167

Mobile Marketing 177

Neuromarketing 186

Niche Marketing 197

Outbound Marketing 205

Personalized Marketing 214

Relationship Marketing 222

Search Marketing 230

Viral Marketing 239

Word-of-Mouth Marketing 246

Work Cited 253

Marketing Strategies:

Affinity Marketing:

Create strategic partnerships that are mutually beneficial

Form alliances with complementary brands

Known as partnership marketing

With this strategy, one brand generates sales while the other creates new customers & builds brand awareness

Compiled By Author from: cultbranding.com

Definition:


One of the major strength

is how customizable it

is

There are many groups and

target markets that can lead to

success

Members of organizations

are always looking for

more incentives,

making them one of the most

successful affinity groups

Simply reaching out to a new

group or organization

isn't enough to develop a

strong relationship

Successful campaigns take

teams of marketing

strategists and business

negotiators to leverage strong

partnership

Communication is one of the

most important elements of a

successful affinity

marketing campaign

Compiled By Author from: marketing-schools.org

Affinity Marketing: Facts


Why Use Affinity Marketing:

Establish client referral

policies and procedures

Develop ambassadors within your

community to promote your

services

Negotiate mutually beneficial marketing

relationships

Solicit endorsements

from associations with many members

Group marketing

effort to individual

niches

Cross-selling products to

existing members



Steps to Follow:

Choose the right business partner

Establish clearly defined goals, objectives, and responsibilities

Ensure that the partner's goals are aligned with yours


Affinity Marketing:


There are two parties involved in an affinity marketing campaign:

Affinity group

Business providing the

group with a new product or service

Affinity groups typically include:

• Membership organizations or associations

• Nonprofits & charities

• Companies that cater to specific demographics


Affinity Marketing:


Businesses typically involved

in affinity marketing campaigns

include:

Airlines

Banks

Gas Stations

HotelsLarge

Clothing Outlets

Real Estate Companies

Supermarkets


Affinity Marketing:


Example:

J.P. Morgan Chase Bank partnered with Amazon.com

They began to offer an Amazon.com Rewards Visa Card

The main reason to create the partnership was because they understood the online shopping market was expanding


Affinity Marketing:


Behavioral Marketing:

Known as behavioral targeting: profiles prior

behavior of online users to determine which ads they see

next

It allows for a deeper level of ad customization, giving

businesses insight into the habits and desires of

consumers

Uses web analytics, computer applications and cookies,

browsing and search history, and IP addresses, to create

user profiles

With the collected information, the website’s ad server will generate relevant

and targeted content or advertisements that appeals

to their interests


Definition:


It takes online information and uses it to tailor the message to

the user

Targeted advertisements

are more likely to seem interesting

to users

They take into account their

individual preferences to

display relevant content

Understanding how to

implement these campaigns allows

marketers to reach a more

receptive audience

It can be used to further pinpoint

each user’s preferences but

isn’t only used to sell items


Behavioral Marketing: Facts


Onsite Behavioral Targeting:

Network Behavioral Targeting:

• Focuses on individual users

• Analysis user responses and demographics, ads can be targeting to each person’s needs and interests

• Focuses more on user types

• For example, a visitor to a fantasy-football site is likely male, thus advertising will be geared to a male audience

Behavioral Marketing: Types



Strategies are typically enacted by companies who

have access to the technology needed

Companies use automated platforms & capture data: website visits, CRM, and

email analytics

With that information, businesses create

behavioral profiles of customers that includes: website and social media

usage

By quickly creating messages that target consumers, consumer

response rate will increase over time

As customers interact more with a website, companies

are better able to personalize the website experience to their past

behaviors

Businesses can build content blocks on their

websites that serve up ads, text, and videos, based on each visitor’s past actions


Behavioral Marketing: How to


Large online retailers and social-media sites already use behavioral marketing techniques—as do companies that purchase ads from those sites

By targeting ads to specific needs, companies can also provide goods and services that will not only fill consumer closets, but improve their quality of life

This is an extremely targeted strategy, that doesn’t work as well with products that appeal to a more general audience

Additionally, because of the data being used, privacy issues—and legislation to address those issues—will affect the approaches used by marketers going forward

When used properly, behavioral targeting can be a very effective way to reach the right customers with the right products and services


Behavioral Marketing: Users


Example:

By looking at information on sites, consumers will start to see ads about the things they have searched

The ads targeted at consumers watching YouTube videos are often the result of behavioral marketing

A consumer's past likes, IP location, and comments are taken into consideration when presenting ads for their tastes and location


Behavioral Marketing:


Ethical Marketing:

Ethical marketing is less of a marketing strategy and more of a philosophy that informs all marketing efforts

It seeks to promote honesty, fairness, and responsibility in all advertising

Ethics is a notoriously difficult subject because everyone has subjective judgments about what is “right” and what is “wrong”

This is not a hard and fast list of rules, but a general set of guidelines to assist companies as they evaluate new marketing strategies


Definition:



Unethical advertising is not against the law, there are companies

who use this to gain a competitive

advantage but customers do not

want to feel manipulated

Companies can use ethical marketing as a

way to develop a sense of trust among

their customers

If a product lives up to the claims made in its advertising, it reflects

positively on the entire company

It can make the consumer feel like the company is invested in

the quality of the products and the value

they provide customers

Ethical Marketing: Facts



• When an advertiser relies on subjective rather than objective claims, they are puffing up their productsPuffery

• Women in advertising have often been portrayed as sex objects or domestic servantsStereotyping Women

• Surrogate advertising finds ways to remind consumers of these products without referencing them directlySurrogate Advertising

• Many products promise to deliver results without providing any scientific evidenceUnverified Claims

Ethical Marketing: Types of Unethical Marketing



This offers tools for companies to evaluate the marketing strategies

they use

If a company decides that an ethical marketing strategy can increase their profits or advance their public image,

they can take steps to revise their existing marketing

Any ethical marketing effort will begin with a careful analysis of the company, its customers, and the

markets it operate within

A company will then decide which features of their advertising to

perform in ethical ways

An agreement about how they want to deliver their campaigns must be

reached

Any effort at ethical marketing has to balance a company’s self interest with

their social responsibility

Ethical Marketing: How to



Any business, from the smallest mom and pop store to the biggest multinational corporation can choose to be open, honest, and fair when

they advertise to their customers

When done in a thoughtful way, ethical marketing can be an economical and effective

form of advertising

Corporate responsibility can be a major selling point to consumers who are interested in more

than just price and quality

Companies that are known for treating workers fairly, sourcing sustainable materials,

environmental stewardship, and charitable donation have to reflect these principles in

their marketing efforts

Users:

Ethical Marketing: Users


Example:

Companies that claim to practice ethical advertising must feature it in their marketing process

Dove soap, ran a widely seen ad campaign featuring “real” models

The ad was meant to promote realistic body images and encourage girls to love the way they looked


Ethical Marketing:

Work Cited:

• "11 Examples of B2C Campaigns That B2B Marketers Can Learn From." HubSpot Blog Homepage. N.p., n.d. Web. 30 Jan. 2017. <https://blog.hubspot.com/agency/b2c-campaigns-b2b-marketers-learn#sm.00001xegrjmb6hf6ewd8obblv44c6>.

• "52 Types of Marketing Strategies." Cultbrandingcom RSS. N.p., n.d. Web. 30 Jan. 2017. <http://cultbranding.com/ceo/52-types-of-marketing-strategies>.

• "Definition of a Brick and Mortar Retailer." Chron.com. N.p., n.d. Web. 30 Jan. 2017. <http://smallbusiness.chron.com/definition-brick-mortar-retailer-13628.html>.

• "Examples of Direct Marketing Campaigns." Chron.com. N.p., n.d. Web. 30 Jan. 2017. <http://smallbusiness.chron.com/examples-direct-marketing-campaigns-24087.html>.

• Orfao, Tyler. "5 Examples of 'Permissive' Outbound Marketing Techniques." HubSpot Blog Homepage. N.p., n.d. Web. 30 Jan. 2017. <https://blog.hubspot.com/blog/tabid/6307/bid/21706/5-Examples-of-Permissive-Outbound-Marketing-Techniques.aspx#sm.00001xegrjmb6hf6ewd8obblv44c6>.

• "Types of Marketing | Explore the various types of marketing strategies used by professionals." Types of Marketing . N.p., n.d. Web. 30 Jan. 2017. <http://www.marketing-schools.org/types-of-marketing.html>.

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