Guide to Different Types of Marketing
So you’ve set aside a marketing budget for your business, but have no idea where to spend it. Below is a primer on the most common types of marketing initiatives, and a look at the growing world of online marketing – and the impact it is having on more traditional aspects of the business.
Print campaigns include newspaper and magazine advertising. This type of marketing can carry a variety of messages (either brand oriented or direct response) and can be focused on a particular audience based on who reads the publication in question. So for example, if you want to reach people who live in San Diego, put your marketing efforts into the San Diego daily newspapers. If you are selling a new line of cat collars, look into Cat Fancy or other feline-related periodicals. Print advertising must be prepared well in advance to meet the deadlines of the publications – especially with monthly magazines, since they are printed months before their release date.
Although many believe Direct Mail marketing has seen its best days already passed, there is still some life in this powerful, traditional form of advertising. Direct Mail refers to postcards, brochures and flyers that are sent through the mail and generally contain a direct response call-to-action. Using direct mail means having to purchase some necessities for the campaign, including printing materials, postage and the address lists of the demographic you wish to target.
TV and Radio
Among the most high profile campaigns in the industry, television and radio advertising offer the opportunity to reach the largest number of people in the shortest time frame. Among the disadvantages of these marketing efforts are the potentially high cost and the inability to truly target your demographic with precise accuracy. However, the prestige associated with television advertising can elevate a business in a way no other marketing format can.
The rising star in the world of marketing is online. The web continues to explode and along with it so do the advertising opportunities. Billions and billions more advertising dollars are spent every year online, as business try to find ways to tap into the Internet user. The most common types of Online Marketing include:
Pay Per Click – bidding on search terms and having the business’ ads appear when the relevant keywords are searched for in Google and Yahoo!
Banner Advertising – creating a graphic advertisement and placing it on relevant websites. The ad then takes customers directly to the advertiser’s website.
Email Marketing – Using lists of email addresses to deliver content and promotional offers to potential customers.
Organic Search – Using search engine optimization (SEO) to rank high on Google and Yahoo! in your given area of business. This is achieved by manipulating the copy on a website and in the HTML code that forms the backbone of the web pages.
It is worth nothing that many businesses are abandoning the more traditional, print forms of marketing in favor of reaching out to the online world. As print and direct mail see their numbers decline, more and more businesses are choosing the cost effective, highly targeted marketing options found online.