his is an audience rather than product focused approach

to communications which helps deliver more relevant

messages to commercially appealing audiences. The
diagram below shows how plans can have the flow from

Audience options > Audience selection > Production

positioning

In addition, STP focuses on commercial effectiveness,

selecting the most valuable segments for a business and
then developing a marketing mix and product positioning
strategy for each segment.
Free download – 10 Classic marketing models

Interested to learn how to use other marketing frameworks

and mindtools? Learn from Annmarie Hanlon about how to
apply 10 of the most popular marketing models to a
business.

Access the Essential marketing models

Applying Segmentation, Targeting and

Positioning to digital communications
STP is relevant to digital marketing too at a more tactical
communications level. For example, applying marketing
personas can help develop more relevant digital
communications as shown by these alternative tactical
email customer segmentation approaches. This visual
from Dave Chaffey of Smart Insights book shows how
Segmentation, Targeting and Positioning apply to digital
marketing strategy.
 It
reminds us how digital channels offer new options for
targeting audiences that weren't available previously, but
we need to reserve sufficient budget for. For example:

 Search intent as searchers type keywords when

comparing products they are interested in buying

 Interest-based targeting in Facebook, e.g. Prospecting

for those interested in Gardening, Gym membership or
Golf
 Targeting through email personalization and on-site
personalization based on profile, behaviour (e.g.
content consumed)

There are also new opportunities to make a brand more

compelling through offering new types of value to
consumers based on an online or digital value
proposition or what Jay Baer has called Youtility. This can
be via content or interactive tools on websites or mobile
apps.

How to use STP?

Through segmentation, you can identify niches with
specific needs, mature markets to find new customers,
deliver more focused and effective marketing messages.

The needs of each segment are the same, so marketing

messages should be designed for each segment to
emphasise relevant benefits and features required rather
than one size fits all for all customer types. This approach
is more efficient, delivering the right mix to the same group
of people, rather than a scattergun approach.
You can segment your existing markets based on nearly
any variable, as long as it’s effective as the examples
below show:

Well known ways to segment your audience include:

 1. Demographics
Breakdown by any combination: age, gender, income,
education, ethnicity, marital status, education, household
(or business), size, length of residence, type of residence
or even profession/Occupation.

An example is Firefox who sell 'coolest things', aimed at

younger male audience. Though, Moshi Monsters,
however, is targeted to parents with fun, safe and
educational space for younger audience.

 2. Psychographics

This refers to 'personality and emotions' based on

behaviour, linked to purchase choices, including attitudes,
lifestyle, hobbies, risk aversion, personality and leadership
traits. magazines read and TV. While demographics
explain 'who' your buyer is, psychographics inform you
'why' your customer buys.

There are a few different ways you can gather data to help
form psychographic profiles for your typical customers.

1. Interviews: Talk to a few people that are broadly

representative of your target audience. In-depth
interviews let you gather useful qualitative data to really
understand what makes your customers tick. The
problem is they can be expensive and difficult to
conduct, and the small sample size means they may not
always be representative of the people you are trying to
target.
2. Surveys: Surveys let you reach more people than
interviews, but it can be harder to get as insightful
answers.

3. Customer data: You may have data on what your

customers tend to purchase from you, such as data
coming from loyalty cards if an FMCG brand or from
online purchase history if you are an ecommerce
business. You can use this data to generate insights
into what kind of products your customers are interested
in and what is likely to make them purchase. For
example, does discounting vastly increase their
propensity to purchase? In which case they might be
quite spontaneous.

An example is Virgin Holidays who segment holidays into

6 groups.

 3. Lifestyle
This refers to Hobbies, recreational pursuits,
entertainment, vacations, and other non-work time
pursuits.

Companies such as on and off-line magazine will target

those with specific hobbies i.e. FourFourTwo for football
fans.

Some hobbies are large and well established, and thus

relatively easy to target, such as the football fan example.
However, some businesses have found great success
targeting very small niches very effectively. A great
example is the explosion in 'prepping' related businesses,
which has gone from a little heard of fringe activity to a
billion dollar industry in recent years. Apparently now 3.7
million American's think of themselves as preppers or
survivalists. A great way to start researchign and targeting
these kind of niches is Reddit, where people create
subReddits to share information about a given interest or
hobby.

 4. Belief and Values

Refers to Religious, political, nationalistic and cultural

beliefs and values.

The Islamic Bank of Britain offers Sharia-compliant

banking which meets specific religious requirements.

A strange but interesting example of religious

demographics influencing marketing that you might not
have guessed is that Mormons are really into 'multi-level
marketing'. They're far more likely to be engaged in the
practice than any other US group. Going the extra mile
with demographic research can lead to discovering new
marketing opportunities and thinking outside the box. For
example, did you know 55-64-year-olds are the most likely
age group to buy a new car? But you don't tend to see
them in the car ads. An opportunity waiting to be seized!

 5. Life Stages

Life Stages is the Chronological benchmarking of people’s

lives at different stages.

An example is Saga holidays which are only available for

people aged 50+. They claim a large enough segment to
focus on this life stage.

 6. Geography

Drill down by Country, region, area, metropolitan or rural

location, population density or even climate.

An example is Neiman Marcus, the upmarket department

store chain in the USA now delivers to the UK.

 7. Behaviour

Refers to the nature of the purchase, brand loyalty, usage

level, benefits sought, distribution channels used, reaction
to marketing factors.
In a B2B environment, the benefits sought are often about
‘how soon can it be delivered?’ which includes the ‘last
minute’ segment - the planning in advance segment.

An example is Parcelmonkey.co.uk who offer same day,

next day and international parcel deliveries.

 8. Benefit

Benefit is the use and satisfaction gained by the

consumer.

Smythson Stationary offer similar products to other

stationery companies, but their clients want the benefit of
their signature packaging: tissue-lined Nile Blue boxes and
tied with navy ribbon!

Market targeting
The list below refers to what’s needed to evaluate the
potential and commercial attractiveness of each segment.

 Criteria Size: The market must be large enough to

justify segmenting. If the market is small, it may make it
smaller.

 Difference: Measurable differences must exist between

segments.

 Money: Anticipated profits must exceed the costs of

additional marketing plans and other changes.
 Accessible: Each segment must be accessible to your
team and the segment must be able to receive your
marketing messages

 Focus on different benefits: Different segments must

need different benefits.

Product positioning
Positioning maps are the last element of the STP process.
For this to work, you need two variables to illustrate the
market overview.

In the example here, I’ve taken some cars available in the

UK. This isn’t a detailed product position map, more of an
illustration. If there were no cars in one segment it could
indicate a market opportunity.
Expanding on the extremely basic example above, you
can unpack the market by mapping your competitors onto
a matrix based on key factors that determine purchase.
This chart is not meant to be any kind of accurate
representation of the car market, but rather just illustrate
how you could use a product positioning map to analyze
your own businesses current position in the market, and
identify opportunities. For example, as you can see in the
gap below, we've identified in a possible opportunity in the
market for low-priced family cars.
We're not saying this gap actually exists, I'm sure you
could think of cars that fit this category, as the car market
is an extremely developed and competitive market.
However, it does show how you can use the tool to identify
gaps in your own market.

An example of a company using STP?

Any time you suspect there are significant, measurable
differences in your market, you should consider STP.
Especially if you have to create a range of different
messages for different groups.

A good example of segmentation is BT Plc, the UK’s

largest telecoms company. BT has adopted STP for its
varied customer groups; ranging from individual
consumers to B2B services for its competitors:

his article is about how a multinational corporation is attempting to enter an

emerging market like China or India and how it must position itself to capture the
hearts and minds of the consumers. The multinational can be any of Samsung,
Haier, or Bosch kind of companies that are now reaping the advantage of
globalization to enter emerging markets. Therefore, the marketing mix discussed
in this article can be applied to any multinational and the strategies examined are
generic to them as well as specific to the emerging market. This article lumps
together China and India because as far as cultural similarity and maturity of the
market is concerned, they need similar strategies to tap into the huge consumer
base. Of course, it is understood that the multinational in question must adopt its
global strategies to the local conditions and hence, must follow a Glocal strategy.

Product
The product in question which is a microwave must be tailored to the local
conditions of the market meaning that features such as reheating and warming
up of residual food must be possible. This is because both in China and India,
consumers like to reheat foodstuff that has been made earlier. Further, the
product must not be too complex to handle as the average homemaker in China
and India is just getting used to electronic gadgets and hence, would not be able
to adjust themselves to too fancy products. Especially where India is concerned,
the product has to be resilient and robust because power outages are frequent
and hence, the microwave cannot be too fragile if a power outage or a tripping of
power happens. Next, the product must be manufactured for heavy usage
because the typical household in China and India consists of the extended family
in addition to the nuclear family.

Price
The market segmentation for the microwave would be along the lines of upper
and middle class consumers, the aspiring consumers, and those in the rural
segment that are entering the consumer market. Therefore, the multinational
would be well advised to introduce different models at different price ranges to
target each of these segments. Further, seasonal pricing and seasonal discounts
should be part of the pricing strategy as the market segments and the consumers
in them like to buy microwaves during the festival period meaning that differential
pricing must be applied. Therefore, the pricing can be divided into premium
product, middle of the range product, product for the aspiring consumer with
pricing just below the middle of the range but with similar features, and finally,
pricing for the rural consumers which would entail offering substantial seasonal
discounts.

Place
This is perhaps the most important among the 4Ps as distribution and retailing in
China and India make all the difference for “white goods” such as microwaves
considering the size of the countries. To explain this further, as the countries in
question are huge in landmass, there is a need to reach and penetrate to the
nooks and corners of the country and this is where the retailing and distribution
channels come into the picture. in the urban areas, provision can be made for a
chain of stores in each suburb as well as tying up with third party distributors to
distribute the product. Apart from this, another important element of the
distribution strategy would be the availability of service centers, which is
important because unlike in the West where call centers and online service
centers are the norm, consumers in India and China still tend to visit the physical
centers for service.

Promotion
This element of the marketing mix has to be handled with care as the Chinese
and Indian consumers are yet to mature as far as using “white goods” are
concerned. though the middle and the upper classes have already jumped on to
the consumerist bandwagon, the hinterland is yet to fully integrate itself
especially where a product like a microwave is concerned. this means that due
diligence must be done as far as promotion of the product is concerned. In India,
using movie stars and celebrities can form part of the promotions and in China,
television stars and sports personalities can be used to promote the product.
Considering the high penetration of television and cable television in particular,
the promotional campaign can very well have this medium as the focal point of its
strategy. Apart from that, outdoor advertising and sales camps in neighborhoods
can be considered as well.

Conclusion
The key points to be noted as far as marketing a microwave in China and India
are concerned are that the markets in these countries are varied and highly
fragmented meaning that a one size fits all approach must be eschewed in favor
of a targeted and focused strategy aimed at specific niches. Further, with
liberalization and the opening up of the economies of these countries, the
consumers in these countries are hungry for more consumer goods and hence, a
balanced marketing strategy would work wonders for the multinationals as they
go about devising their marketing mix. The liberation of the mindsets of the
typical consumer in China and India means that a huge market is waiting to be
tapped and all it needs is an innovative yet down to earth marketing campaign
combining the elements discu
Types of Marketing Strategies
and Definition
Marketing strategies are used by businesses to promote
their products and services. Let’s have a look at the proper
definition.

Marketing strategy definition

Marketing strategy is used by different companies to
collaborate with their consumers. It is also employed to
aware the customers about the features, specifications
and benefits of company’s products. It is basically focused
on encouraging target population to buy those specific
products and services. The marketing strategies might be
totally innovative or they can be previously tried or tested
strategies.
Effective marketing strategies help to get ahead in the
competition.
The marketing strategies might be totally innovative or
they can be previously tried or tested strategies.

Points to ponder for marketing

There are different types of marketing strategies available.
You have to pick one as per your business requirement.
Before choosing the right marketing strategy for your
business, consider following points.

1. Define the target population

Defining target population is main and necessary step in

choosing your marketing strategy. It gives the proper
demographics which help in selecting the most
appropriate marketing plan for your business.

2. Test your audience

Create a hypothetical process of buying to test your

audience. Once you know the buying behavior of your
target audience, you can select more appropriate
marketing strategy.

3. Consider marketing strategies

Once you know the demographics; their knowledge,

attitudes and behaviors. You can select more appropriate
marketing strategy.

4. Evaluate those strategies

Once you have considered the marketing strategies and

found the applicable ones. Asses them, apply them and
evaluate them. This process must be for testing purposes
and the most suitable and productive strategy must be
applied.

Types of marketing strategies

There are different types of marketing strategies available.
Picking up a marketing strategy includes analyzing the
needs of your business, your target audience and
specifications of your products.
The two main types of marketing strategy are:

 1. Business to business (B2B) marketing

 2. Business to consumer (B2C) marketing

The most common form of marketing is business to

consumer (B2C) marketing. Let’s explore a bit more.

Following are the different types of marketing

strategies available.

1. Paid advertising

This includes multiple approaches for marketing. It

includes traditional approaches like TVCs and print media
advertising. Also, one of the most well-known marketing
approach is internet marketing. It includes various
methods like PPC (Pay per click) and paid advertising.
2. Cause marketing

Cause marketing links the services and products of a

company to a social cause or issue. It is also well known
as cause related marketing.

3. Relationship marketing

This type of marketing is basically focused on customer

building. Enhancing existing relationships with customers
and improving customer loyalty.

4. Undercover marketing

This type of marketing strategy focuses on marketing the

product while customers remain unaware of the marketing
strategy. It is also known as stealth marketing.

5. Word of mouth

It totally relies on what impression you leave on people. It

is traditionally the most important type of marketing
strategy. Being heard is important in business world.
When you give quality services to customers, it is likely
that they’d promote you.

6. Internet marketing

It is also known as cloud marketing. It usually happens

over the internet. All the marketing items are shared on
the internet and promoted on various platforms via
multiple approaches.

7. Transactional marketing

Sales is particularly the most challenging work. Even for

the largest retailers, selling is always tough especially
when there are high volume targets. However with the
new marketing strategies, selling isn’t as difficult as it was.
In transactional marketing the retailers encourage
customers to buy with shopping coupons, discounts and
huge events. It enhances the chances of sales and
motivates the target audience to buy the promoted
products.
 8. Diversity marketing

It caters diverse audience by customizing and integrating

different marketing strategies. It covers different aspects
like cultural, beliefs, attitudes, views and other specific
needs.

Final Word
Marketing strategies have made it much easier to promote
products and services. They also limit the strategy to
target audience ensuring the proper advancement of the
business.
By Yodiz Team|June 24th, 2016|Agile Methodology|7 Comments

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52 Types of Marketing Strategies

As a student of sleight-of-hand magic, I value the number 52. Here we bring you
52 types of marketing strategies and tactics you can use to bring new customers to
your business and grow your brand.

In order for businesses to win market share and stay relevant they need to consider
many types of marketing strategies. Each marketing strategy can communicate to a
target market the benefits and features of a product.

Marketing strategies can also communicate an overall value to their customers. In

many cases, this is the core of building equity or good will in your target
markets. Apple, for example, has invested in creating commercials for television,
billboards, and magazines that showcase their products in such a way that their
customers feel an affinity towards Apple’s products.
52 Types of Marketing Strategies In Use
Today:
Cause Marketing
Finding a causes both your customers and your company cares about can create
magic for your business. This requires internal knowledge about what your
organisation cares about and who they want to help in the world. A good example
of this is Toms Shoes. Instead of doing the traditional “buy one get one free”
promotion, Toms built a strong customer following and reputation for giving back
by giving away a free pair of shoes to someone in need for every shoe purchase
made by their customers.

Close Range Marketing (CRM)

Use Wifi or bluetooth to send promotional messages of their products and services
to their customers’ smartphones and tablets at close proximity. Close Range
Marketing is also known as Proximity Marketing.
Relationship Marketing
Many companies focus on building relationships with their customers instead of
always exclusive trying to sell them something (transactional marketing).
Customers who love your brand more will also spend more money with your
brand. Many traditional retailers have found this to be true. Walgreens has seen
that customers who buy from all of their purchasing channels (store, web, mobile,
etc) buy up to six times more than the average customer that only buys in their
store.

Transactional Marketing
Driving sales can be challenging, especially for retailers that have to consistently
sell products in high volume to consumers. In order to stay with the demands of
investors, retailers have to encourage consumers to buy using coupons, discounts,
liquidations, and sales events. High volume big-box retailers like Target are
constantly running promotional events in order to get interested consumers into
their stores.

Scarcity Marketing
In some markets it’s important to control how much product is available at one
time. In many cases this is done because of the difficulty of acquiring raw
materials or higher quality of the product. A company may choose to make their
products accessible to only a few customers. Rolls-Royce’s release of
their Chinese edition car called Phantom sold quickly. While the cost of the car
was higher than most cars the scarcity drove the desire and the price.
Word of Mouth Marketing
Word-of-mouth Marketing is the passing of information from person to person by
oral communication. Customers are very excited to share with the world the brands
they love. Many consumers find meaning in sharing stories of their favorite
products and services. Word of Mouth is one of the ancient ways people learned
about what to purchase. Modern marketers have learned how to create authentic
word of mouth for their companies and the products they represent.
Call to Action (CTA) Marketing
CTA Marketing refers to methods of converting web traffic into leads or sales on
websites using text, graphics, or other elements of web design. Conversion
strategies help improve the percentage of online visitors who become customers or
who join the mailing list.

Viral Marketing
Cult Brand marketers are constantly creating new business ideas that keep their
products in the heart and minds of the global consumer. Each time a new product is
created, customers have to be given a reason to dream about their future purchase.
Sometimes marketers of Cult Brands hit on something so great that people can’t
help but share with others. Getting your customers talking about your products and
services is very important to growing awareness for your business.
Diversity Marketing
Develop a customized marketing plan by analyzing different customer segments
based on cultural differences including tastes, expectations, beliefs, world views,
and specific needs.

Undercover Marketing
Sometimes not telling everyone everything can become a great source of buzz.
Think of a movie trailer that got you very excited to go see the movie. While not
showing all the aspects of the movie, the advertiser can create enough intrigue to
drive viewers to want to see more.
Mass Marketing
Major corporations need to drive large numbers of purchasing of their products in
order to survive and grow. While mass marketing may seem like a shotgun
approach to marketing this is far from the truth. Big businesses spend big money in
understanding big data–thats a lot of bigs!) This gives them an insight to where to
place media for their potential national customers who buy their products and
services. Walmart is an example of an effective mass market retailer. As the
number one retailer in the world, they are very smart about their mass marketing
efforts, often giving their customers a feeling of locality and warmth.

Seasonal Marketing
Seasonal events offers a great way to meet new consumers. Sometimes these
events can be actual changes of weather or national holidays. For a retailer
like Hallmark, Valentine’s Day represents a large portion of their business. By
tuning into the various seasons that are important to your customers you can
become more relevant in their lives.
PR Marketing
One of the most important marketing strategies is public relations. Many effective
marketers work with the media to bring awareness to their products and the
benefits their products offer. Also, in many cases where things go wrong, a good
PR marketing strategy is vital. When Apple’s founder Steve Jobs was alive, Apple
held a major press conference to announce every new product. This tradition is
now continued by their new Apple CEO and CMO.
Online Marketing
As commerce has propagated to the Internet, a new form of marketing has
emerged. From online banners to those annoying pop ups, online marketers have
attempted to get their customers attention any way they can. Most online strategic
marketing efforts today are a mix of growth hacking strategies ( A/B testing taken
to the max) and a variety of awareness tactics that drive attention. A very effective
online marketer is the insurance company Geico who simply asks their users to
enter their zip code for an instant quote on a better savings.

Email Marketing
As soon as customers migrated into the online world, Internet marketers have
attempted to collect and organize emails for potential prospects. Many business-to-
business marketers depend on email marketing as a primary way to connect with
customers. At industry tradeshows, IBM consultants can often be seen exchanging
email information with their prospects.
Evangelism Marketing
Develop raving fan customers (what we call Brand Lovers) who become advocates
of your brand or product, and who represent the brand as if it was part of their own
identity.

Event Marketing
Creating events is a great way to drive sales. Customers often need a reason to
shop and events can often offer the perfect reason. Macy’s Thanksgiving Day
Parade has become part of American culture by connecting two events together
that consumers love: Thanksgiving and shopping.
Offline Marketing
With mass adoption of the Internet, many companies are finding new ways of
integrating offline marketing with new technologies to create more engaging
customer experiences. The Coca-Cola company has create vending machines that
invite customers to hug them. This continues to tie the Coca-Cola brand to the core
emotion of happiness, but also invite customers to experience the real product
offline.
Outbound Marketing
Sometimes it’s important for companies to let their potential customers know they
exist. By developing a list of prospects a company can begin to reach out to their
individual target groups in order to find new customers. When Microsoft was
selling their accounting software they often used outbound marketing to identify
potential targets before trying to call the companies for an in-person meeting.
Direct Marketing
Communicate directly with customers and prospects through mail, email, texts,
fliers and other promotional material.

Inbound Marketing
Companies often have customers calling them for various reasons. This can present
a great opportunity to sell customers additional products and services they
currently don’t have. When business customers call to check their balances, the
business bank Chase often takes the opportunity to ask if they are interest in a
credit line, a 401 k plan, or a variety of other services the bank offers.
Freebie Marketing
Promote free give aways or sell your products and services sold at low rates to
boost the sales of other related products or services.

Newsletter Marketing
A fun way to promote a business is to write a newsletter that highlights some of the
newsworthy things that have happened for the organization. The Motley Fool have
been sharing their investment insights with their community for many years. These
newsletters create a sense of inclusion and participation with their members and
has provided a key driver for their incredible growth.
Article Marketing
In industries where expertise is highly valued, articles can offer a powerful tool to
showcase your knowledge and expertise. Some innovations are shared in the form
of articles or white papers where technical information needs to be convey to
specialized buyers. Amazon.com has dedicated part of their site for white papers
on technical know-how on cloud computing. This is a very sophisticated form of
marketing for specialized buyers.
Content Marketing
Write and publish content to educate potential customers about your products and
services. For the appropriate businesses, this can be an effective means of
influencing them without using direct selling methods.

Tradeshow Marketing
Many products have to be experienced to be bought. There are very few customers
that will buy a new automobile without doing a great deal of research and test-
driving the car first. Tradeshows are industry gatherings where customers are
invited to come sample all that the industry has to offer. To introduce their new
lines of products, Ford Motor Company spends a great deal of time setting up and
operating their booth at the international consumer auto shows each year.
These auto trade shows give reporters and consumers a chance to experience cars
first hand.
Search Marketing
These days, when consumers have questions they often don’t ask their friends; they
go straight for Google. In fact, Google is so good at answering our questions that
millions of people daily search for their answers on this leading Internet search
site. One does not have to look far to see the power of search marketing. Google
has shaped the industry for many years now and has helped hundred of retailers
grow their businesses. While many businesses used to advertise in their local
yellow pages, as less and less consumer consult their local physical directory, this
channel becomes increasingly less effective each year.
Direct Marketing
Advertise and promote your products and services to customers using a range of
digital devices including computers, smartphones, and tablets. Internet Marketing
is an essential practice in Digital Marketing. Once a target market has been clearly
identified, it is possible to work in conjunction with the USPS or a professional
mail carrier that knows where your customers live. Direct marketing can be an
effective way to reach consumers right where they live at home. While there is
often a negative side to this approach (consumers don’t want to be bothered with a
flurry of mail), many smart companies execute direct marketing well. Catalog
retailer L.L. Bean, for example, created direct marketing programs that their
customers looks forward to receiving.
Niche Marketing
Finding a niche and filling it could be described as the secret recipe for growth in
over-crowded marketplaces. Take the shoe business, for example. There is a great
demand for shoes in the world and so many top companies have evolved to satisfy
most of the immediate shoe needs in the marketplace. The shoe space might seem
crowded, but shoe manufacturing company Vans noticed an underserved customer:
the skater. By focusing on this niche market Vans has developed a thriving
business.
Drip Marketing
Drip marketing is a communication strategy that sends, or “drips,” a pre-written set
of messages to customers or prospects over time. These messages often take the
form of email marketing, although other media outlets can also be used as well.

Community Marketing
Engage an audience of existing customers in an active dialogue, speaking to the
needs and wants of this particular customer group. Instead of focusing on
generating the next transaction, community marketing promotes greater loyalty and
higher levels of engagement within an existing brand community. Learn how to
build brand communities here. Community marketing can also lead to word of
mouth marketing.
Social Media Marketing
Social media sites like Facebook and Twitter offer a unique opportunity for savvy
businesses willing to invest in customer engagement. Social media marketing is
still in its infancy but is growing up rather quickly. Companies like Southwest
Airlines have departments of over 30 people whose primary responsibility is to
actively engage with customers on social media.
Cross-Media Marketing
Provide customers information through multiple channels like email, physical mail,
websites, and print and online advertisements to cross promote your products and
services.

B2B Marketing
Business-to-business marketing is a marketing practice of individuals or
organizations (including commercial businesses, governments, and other
institutions). It allows businesses to sell products or services to other companies or
organizations that in turn resell the same products or services, use them to augment
their own products or services, or use them to support their internal
operations. International Business Machines is a well known B2B marketer. IBM’s
business has grown because taking a very intelligent approach at marketing their
products to other business and governments around the world.

Promotional Marketing
Promotional marketing is a business marketing strategy designed to stimulate a
customer to take action towards a buying decision. Promotional marketing is a
technique that includes various incentives to buy, such as:
 Contests: We all enjoy winning something for free. Contests offer an attractive
marketing vehicle for small business to acquire new clients and create awareness.

 Coupons: According to CMS, a leading coupon processing agent, marketers issued

302 billion coupons in 2007, a 6% increase over the previous year. Over 76% of
the population use coupons, according to the Promotion Marketing Association
(PMA) Coupon Council. Coupons still work and provide an affordable marketing
strategy for small business.

 Sampling: Try before you buy. Giving away product might appear profit-limiting,
but consider how giving your customers a small taste can lead to a big purchase.
Retail genius Publix supermarkets share samples of their award-winning key lime
pie not because people question the goodness of the pie but to get their customers
to buy more.

Ambush Marketing
Advertiser use this marketing strategy to associate with specific events and brands
without paying sponsorship fees. This allows the business to capitalize on these
events or leverage the brand equity of the other business, which has the potential
effect of loweringthe value of the original event.

B2C Marketing
The ultimate goal of B2C marketing (business-to-consumer marketing) is to
convert shoppers into buyers as aggressively and consistently as possible. B2C
marketers employ merchandising activities like coupons, displays, store fronts
(both real and online) and special offers to entice the target market to buy. B2C
marketing campaigns are focused on a transaction, are shorter in duration, and
need to capture the customer’s interest immediately. These campaigns often offer
special deals, discounts, or vouchers that can be used both online and in the store.
Cloud Marketing
In this new form of marketing, all marketing resources and assets are
brought online so customers (or affiliates) can develop, modify, use, and share
them. Consider how Amazon.com gets customers to buy digital books, movies, and
televisions shows in a digital library that is accessible in the customer’s online
account or on their digital device like their Kindle Fire.
Mobile Marketing
Marketing on or with a mobile device, such as a smart phone. Mobile marketing
can provide customers with time and location sensitive, personalized information
that promotes goods, services, and ideas. Here is a recent example of mobile
marketing in action.
Alliance Marketing
A joint venture is formed between two or more businesses to pool resources in an
effort to promote and sell products and services.
Reverse Marketing
In reverse marketing, the idea is to get the customer to seek out the business rather
than marketers seeking the customer. Usually, this is done through traditional
means of advertising, such as television advertisements, print magazine
advertisements, and online media. While traditional marketing mainly deals with
the seller finding the right set of customers and targeting them, reverse marketing
focuses on the customer approaching potential sellers who may be able to offer the
desired product.

In 2004, Dove launched the Dove Campaign for Real Beauty focusing on the
natural beauty of women rather than advertising their product. This campaign
caused their sales to soar above $1 Billion and caused Dove to re-create their brand
around this strategy. Although successful, this campaign caused a lot of
controversy and discussion due to what people saw as an advertisement with a
contradictory message.
Telemarketing
I know what you are thinking, you hate telemarketers. You are not alone in your
feelings. However, telemarketing can play an important part of selling your
products to consumers and it must not be overlooked as many companies rely on it
to connect with customers. Telemarketing (sometimes known as inside sales, or
telesales in the UK and Ireland) is a method of direct marketing in which a
salesperson solicits prospective customers to buy products or services, either over
the phone or through a subsequent face to face or Web conferencing appointment
scheduled during the call. Telemarketing can also include recorded sales pitches
programmed to be played over the phone via automatic dialing. Telemarketing has
come under fire in recent years, being viewed as an annoyance by many.

Free Sample Marketing

Unlike Freebie Marketing, this is not dependent on complementary marketing, but
rather consists of giving away a free sample of the product to influence the
consumer to make the purchase.

Direct Mail Marketing

A channel-agnostic form of advertising that allows businesses and nonprofits
organizations to communicate directly with the customer, with advertising
techniques that can include text messaging, email, interactive consumer websites,
 online display ads, fliers, catalog distribution, promotional letters, and outdoor
advertising. Direct marketing messages emphasize a focus on the customer, data,
and accountability. Characteristics that distinguish direct marketing are:

 Marketing messages are addressed directly to the customer(s). Direct marketing

relies on being able to address the members of a target market. Addressability
comes in a variety of forms including email addresses, mobile phone numbers,
Web browser cookies, fax numbers, and postal addresses.

 Direct marketing seeks to drive a specific “call to action.” For example, an

advertisement may ask the prospect to call a free phone number or click on a link
to a website.

 Direct marketing emphasizes trackable, measurable responses from customers

regardless of medium.

 Direct marketing is practiced by businesses of all sizes—from the smallest start-up

to the leaders in the Fortune 500. A well-executed direct advertising campaign can
prove a positive return on investment by showing how many potential customers
responded to a clear call-to-action. General advertising eschews calls-for-action in
favor of messages that try to build prospects’ emotional awareness or engagement
with a brand. Even well-designed general advertisements rarely can prove their
impact on the organization’s bottom line.
Database Marketing
Database Marketing is a form of direct marketing using databases of customers or
potential customers to generate personalized messages in order to promote a
product or service for marketing purposes. The method of communication can be
any addressable medium, as in direct marketing.The distinction between direct
marketing and database marketing stems primarily from the attention paid to the
analysis of data. Database marketing emphasizes the use of statistical techniques to
develop models of customer behavior, which are then used to select customers for
communications. As a consequence, database marketers also tend to be heavy users
of data warehouses, because having a greater amount of data about customers
increase the likelihood that a more accurate model can be built.

There are two main types of marketing databases: (1) consumer databases and (2)
business databases. Consumer databases are primarily geared towards companies
that sell to consumers, often abbreviated as [business-to-consumer] (B2C) or BtoC.
Business marketing databases are often much more advanced in the information
that they can provide. This is mainly because business databases aren’t restricted
by the same privacy laws as consumer databases.
Personalized Marketing
Personalized marketing (also called personalization, and sometimes called one-to-
one marketing) is an extreme form of product differentiation. Whereas product
differentiation tries to differentiate a product from competing ones, personalization
tries to make a unique product offering for each customer. Nike ID is a popular
brand that has developed a strong business around this personalization marketing
concept.
Affinity Marketing
Create strategic partnerships that are mutually beneficial by forming alliances with
complementary brands. Also known as partnership marketing, with this strategy,
one brands generates sales while the other creates new customers and builds brand
awareness.

Cult-tural Marketing
The proposition of cult marketing holds reign upon the notion that a way to
convert—ahem, excite … OK, convert—consumers is by using timeless human
behavioral drives found in religious cults. Heck, fellow acolytes, nothing is more
permission-, buzz- and one-to-one-based than “a central ideology with a parallel
social universe rich with customs.” Cult marketing is a bright spot in the list of
newfangled marketing templates, one that applies timeless social-science principles
in a powerful way. To the list of newfangled marketing buzzwords, let’s add the
term cult.
Humanistic Marketing
Human needs are “a state of felt deprivation.” They distinguish between physical
needs (food, shelter, safety, clothing), social needs (belonging and affection), and
individual needs (knowledge, self-expression). Needs are a relatively narrow set of
non-cultural states of felt deprivation.
Guerrilla Marketing
Grass root, untraditional, and low-budget methods that found involve creativity,
big crowds of people, and the element of surprise to market or promote a product,
service, brand, event, or new launch.
Brand Lover Marketing
Brand Lover Marketing is a marketing concept that is intended to replace the idea
of traditional brand marketing. Brands are running out of juice and Brand
Lovers are what is needed to rescue brands. But what builds loyalty that goes
beyond reason? What makes a truly great brand stand out? Brand Lovers bring
brands to life. For a brand to elevate itself into the “Cult Brand” category, it has to
give customers a feeling of belonging while generating strong feelings of love for
its customers. Creating loyalty beyond reason requires emotional connections that
generate the highest levels of love and a sense of belonging for your brand.
 Contact us to discuss how you can better prepare for what’s ahead. We can help
you identify ways for your organization to tap into the power of cult branding,
create value, and ultimately thrust your performance.
October 10, 2013 by BJ Bueno & Scott Jeffrey

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