Marketing is the process of getting potential customers or customers interested in your products and services. It involves researching, promoting, selling and distributing your products or services. The purpose of any marketing effort is to raise awareness and get potential customers to choose a company's product or service over that of its competitors. There are many different marketing techniques that a company can use, and the most effective strategies are those based on careful market research and understanding of the target audience.
Business-to-consumer (B2C) marketing means that the target audience is a direct consumer of the product or service. B2B marketing, on the other hand, means that the target audience of the company is another company. Traditional marketing encompasses strategies that have been used since the invention of marketing itself in the 19th century. Outbound marketing occurs when a company shares its message to an audience, while personalized marketing uses historical data to create a personalized experience for customers.
Direct mail is when companies send ads to a specific address, while partner marketing strategy requires two companies to work together to create a consistent message. Telemarketing is when a company communicates with people through phone calls, while PR marketing may not directly promote a product but it's a good way to increase brand awareness for your business. Cause marketing is a strategy in which a company chooses to support a given cause as a way to strengthen its brand's core values, and email marketing is one of the most effective ways to ensure that you reach your target market. Finally, experiential marketing encompasses in-person and virtual events, experiences, and interactions that forge lasting emotional connections between a brand and its target. Online marketing provides huge opportunities for businesses, as social media users tend to buy directly from their Facebook or Instagram post.
With any marketing strategy, your goal is to attract and retain customers. Acquisition marketing focuses on the attraction and conversion phases to turn strangers into sales-qualified leads. By aligning Instagram, Google and its own website around a customer-centric initiative, the company conducted a three-part marketing campaign that identified its audience, created a message for that audience, and distributed it across the industry to maximize its impact. Relationship marketing is a type of customer marketing that focuses on cultivating deeper and more meaningful relationships with customers to ensure long-term brand loyalty.