Types of marketing. I don’t really like articles that have minimal practical application. To do this, there is Wikipedia and all the questions from the series “what is it?” it can be easily solved there.
But this article will be an exception. It will be a kind of essay telling you about the types of marketing. But at the same time it gives an understanding of practical application and relevance for classical business.
In this article we will talk about marketing, but not marketing, because marketing is bad marketing. Well, if the emphasis in the word we have understood, now let’s find out what all the same is marketing.
Marketing – is the control and management of sales activities of products manufactured by the enterprise (of course, that it can be services). With all sorts of tools like analysis, research, advertising and PR.
The simplest explanation for me is that marketing will remain the same 4 letters 4 p. this concept can be read in this article “Marketing mix 4 P”
And if the concept itself is clear, it is not clear what is included in marketing, what are the types and main types of marketing.
Here is to example:
1. Content marketing, is included in Internet marketing or is it, roughly speaking, a separate direction?
2. And trade marketing, it falls into what classification? On demand or marketing objectives?
Here is in this now we and see.
Important! For many, this material may seem theoretical. But if you want to know not only the chips, but also the strategy, then overpower yourself and read to the end.
I have to disappoint you, but the news is not good. If you dig globally, the classification of types of marketing is very versatile and quite “theoretical”. That is, it is not applicable to small earthly business.
For example, marketing is classified by:
1. CONSUMER DEMAND
This is by the way the most common classification of marketing, which can be found on the Internet. The most common, the most famous and probably the most “legal”.
After all, it was announced by The American marketing Association in 1985. In it, the main criterion for the division was the nature of consumer demand.
Which could be:
The main objective of this marketing is to change the negative demand for the product (when he “did not go”).
Tools-re-release / re-branding of the product, reducing its cost, or a complete change in the strategy of its promotion, as in the following example.
One of my favorite examples of conversion marketing is Toyota, which produces 2 lines of its cars: Toyota and Lexus.
She thought about how to increase sales of Lexus cars. After all, economically they are more profitable, but poorly bought.
A brilliant solution was found with the help of conversion marketing.
Toyota’s car design has become, to put it mildly, not quite attractive. Simply put, they were specially “nightmare”.
But on the background of this design and inside the Lexus was surprising.
As a result-an increase in the total profit of the company, as sales of Lexus crept up. And the company was not affected by the decline in demand for Toyota cars.
Here is a successful example.
The task of such marketing is to change the indifferent attitude of potential consumers to the promoted product.
That is to make them interested in it. Most likely, this type of marketing is better known to you for the following tools:
A sharp decline in prices at the initial stage of entering the market (“first, we will lure customers with low prices”);
- Holding of shares;
- Conducting tastings.
I would even call it spy marketing. That is, you understand that there is a demand, or rather, for a specific product that you need to bring to the market.
Developing marketing is aimed precisely at offering effective tools how to turn hidden demand into real. Something similar with trendsetting.
Marketing, which animates the demand when it declines. It seems to me, a remarketing tool in Google Adwords that returns visitors who have been on your site again to your site. It is so-called because of this (revival of demand).
Most often it is used for promotion in social networks and retargeting in Google Adwords.
This type of marketing is used to stabilize fluctuations in demand. For example, seasonality. Examples of marketing in synchromarketing can be particularly noticed in construction and services.
Example 1. The company that manufactures and sells bricks to avoid subsidence in the winter (and this is the off-season for builders) carries out the action: “20% Discount on the purchase of bricks until February 20 + free storage until March”.
Example 2. The network of fitness clubs World Class began to receive claims from regular visitors to the club’s clogged at certain hours.
In this regard, the schedules of the club’s workload during the day were prepared, which allowed visitors to plan their day and time of visiting the club, and thus a little, but relieved the problem.
It is used when the demand level is equal to the supply level. That is, stable demand, stable competition. Perfect picture for me.
Example, of course, the well-known Coca-Cola company. Or rather one of its products, the drink is Sprite. It has become so popular and the demand for it is so stable.
That the company’s marketers only occasionally change the shape of the bottle and run commercials ” just to remind about the product and brand.”
Imagine that you produce products that are so popular in the world that your production (supply) is simply not able to meet all the demand.
It is the regulation (reduction of demand) to the level of supply (technical capabilities of production) with the help of marketing tools that is the demarketing.
A striking example of the use of the demarketing strategy is Apple. Which not only holds quite high prices compared to its competitors.
But even raises them to control the increasing, I would even say, hype demand for their products.
In fact, this is the same as the demarketing. That is, marketing aimed at reducing demand.
The only point that the decline in demand occurs for goods, disapproved by society (alcohol, drugs, tobacco).
As a rule, the introduction of such marketing (very aggressive marketing, I must say) is the state.
The most obvious and famous example is prohibition in the United States from 1920 to 1933.
THE NATURE AND SCALE OF ACTIVITY
Mass (undifferentiated marketing)
Remember the right marketing? When you choose:
So in mass marketing it’s not important. You make one product, completely ignoring the difference between the target audiences.
Enter the market with a single product, which in your opinion should turn a large number of interested consumers into buyers.
Something from the series “this product will find a buyer”, such a kind of aggressive marketing.
Excellent strategy in the presence of mass and large, or rather very large, budgets for promotion.
Examples of successful mass marketing — Coca-Cola and Ford (cars for any person, any purse and any purpose).
However, they succeeded in this largely due to large budgets and minimal competition.
Usually this way there are manufacturing plants entering the market. They divide their products into several product segments (milk/kefir/yogurt/prebiotics).
And each of these products meets the needs of different target audiences.
Accordingly, marketing is also built to adapt to individual segments of the target audience.
Concentrated (target) marketing
This is the marketing that we believe is right and suitable for small businesses.
Focus on a specific segment (a specific target audience), identifying and closing all the needs of a product or service.
In conditions of Hyper-competition in the market, it is concentrated marketing is considered the most correct for the development of small business.
MAYBE ENOUGH about the TYPES of MARKETING?
These are the types of marketing and their characteristics that have appeared in history throughout its formation.
However, not all classifications are presented here. I don’t really see the point.
Why do you need to know most of the traditional classifications in marketing, such as marketing of an individual. If these concepts have long been changed?
For example, personality marketing (egomarketing) has long turned into branding, that is, brand promotion.
It’s a shame that these traditional types of marketing and their characteristics are in the curriculum of marketers at universities.
I think this information is useful for the disclosure of the concept, but, unfortunately, it is not applicable in business. Especially they are weakly applicable from a practical point of view in small business.
Why? Because in marketing everything is dynamic and develops very quickly.
Therefore, I propose to skip the traditional types and types of marketing and pay attention to modern types of marketing with examples.
At least, because the results of their application can be tracked in small and medium-sized businesses. Forgive me the owners of huge multinational corporations, reading this article at the moment
ENOUGH ABOUT THE ETERNAL
The top part of the article should give you, as I said the concept. But then have quite specific ideas for implementation in your company.
Types of marketing went
So. In modern marketing include:
Event (event) marketing;
Guerrilla marketing (aka viral marketing);
And frankly, I have a suspicion that this is not all types and types of marketing that fit the concept of “modern”.
I say this with such confidence, because an adequate structured list, after years of studying a large number of sources, I have not found.
Pleasant, to not leave you without an answer, I will give you a good, sometimes even brilliant embodiments.
The concept itself appeared quite recently (in 2002) and it means marketing in the interests of the territory.
If we speak clearly, the main task of such marketing is to “sell” the territory to potential buyers to improve the lives of people living in this territory.
The most famous examples are advertising costs to attract tourist flow.
- For example, Greece spends about 100 million euros annually to attract tourists/advertise its resorts.
- The Olympics in Sochi. According to official data, about $52 million was invested in the construction and promotion of this facility, while revenues from the Olympics amounted to about $80 million.
It’s not even marketing, but something in between (direction) between offline and online marketing.
A way to promote products and services using mobile devices. It includes SMS, MMS, apps, messengers.
Consider the option with messages from different companies. For example,”only until the 20th 15% discount on our shoes.”
We can say that this kind of marketing is dying, because people read SMS less and less. But if you look at messages not as standard SMS, but as messengers (whatsapp, viber, telegram).
It makes all the difference. It is especially fashionable now to build communication through a chatbot.
And another practical example, which you can also take on Board.
It’s an interaction through MMS that many believe is dead. But when recently one of our customers made a newsletter to customers using MMS (pictures coming to the phone instead of text), we saw a different picture.
Moreover, the most interesting thing is that this kind of mailing goes directly from the operators and you can tune in to people according to several criteria.
For example, you can track from by location and, as a result, make a newsletter only to those subscribers who are currently close to the store/office.
Multilevel marketing. The concept of development of sales of goods or services through the involvement of distributors, which can also attract distributors.
Moreover, the last involved distributors will also have all the rights for sale.
The earnings of each distributor depends on the amount of Commission from each attracted new distributor.
Among the most famous companies selling products on the principle of network marketing is: 5Linx, ACN Inc, AdvoCare, Ambit Energy, Amsoil, Amway..
Recently, network marketing has received a second wind. Helped him in this rapid development of social networks. In particular Instagram and one of the ways of its promotion — misspelling.
I also call it creative marketing. Although in fact it is event marketing, which helps to promote products or services through events (Events).
From vivid examples of such marketing, I immediately recall Alfa Future People (the main festival of music and technology), which is organized by Alfa Bank.
However, what if you, for example, a small coffee shop? Very simple! If possible, take part in various events and use event marketing to the maximum.
The day of the city? Hand out balloons with your coffee shop logo to the children passing by.
By the way really triggered an example from our client. In advance for the day of the city, he prepared beautiful balls with the logo of his coffee shop and gave them to children, who during the day with them circled around the city.
Here is an example of a contact point. What is most interesting, after the festive part many families with balls went to this coffee shop. Where they were given cards of regular customers for further communication.
To be honest, in this article I have considered not all types of marketing. Just, for example, there is such a direction as creative marketing, which is included in the Event marketing.
And the types of Internet marketing, for example, includes trust marketing (when the user gives his consent to the Internet to receive this or that information and all further communication is already built on trust).
Most of these species and subspecies are not mentioned here. Otherwise, the classification would be too large and global.
My task was not only to give an “article from Wikipedia”, but to show that marketing is not only about attracting customers.
It’s more. That it can be used to manage the consciousness and behavior of people with a positive message, in the interests of their business.