What types of marketing should businesses use in 2023

There are many areas in marketing, each with its pros and cons. The market is growing at an incredible rate, there are dozens of types of marketing. We have collected the most effective in 2023. We note right away that each individually is unlikely to bring results - only a competent combination can increase sales. But first things first.

Why marketing is needed

The task of marketing is to increase profits and market positions of the enterprise. In addition, marketing activities solve a number of tasks:

This list is endless. There are many problems that marketing solves. At the same time, they are all related to the competitiveness and profits of the company. The goals and objectives of marketing are determined for each entrepreneur individually. They must correspond to the possibilities, including financial ones.

All the tasks that a marketer faces can be divided into two types: single-level and multi-level.

In any case, the marketer is faced with the task of not only correctly defining the goal, but also choosing a set of tools to obtain the maximum result.

Types of Marketing in 2023

We will look at popular types of marketing that have demonstrated effectiveness in various areas and business niches. To achieve the maximum result, they are combined, a separate use with a high probability will not bring success. But first, let's understand what digital marketing is. The concept of digital marketing refers to a whole set of tools and channels for promoting a brand online. This includes all online advertising, search and email marketing, page optimization for queries, and more. Video in the game, push notifications, native advertising on bloggers - everything is shaped by digital marketing and united by the goal of promoting the product on the Internet.

1. Content Marketing

In this case, the strategy is based on the content that the brand can offer to the reader. You can create both promotional materials that directly talk about the benefits of the product, and promote through native advertising. In the second case, the focus is on interesting, useful material, and the brand appears only in the background as support.

Content marketing involves a variety of distribution options, from news outlets to participation in podcasts.

2. UGC

This type involves the creation of content and newsbreak by the consumers themselves. It goes hand in hand with SMM and content marketing on the part of the client, its essence is to find and showcase real stories and reviews about the product. This is the main difference between natural promotion and "artificial" promotion. The key task of organic marketing is to create useful, expert information by the hands of the target audience, motivating them to talk about their experience. People believe the same simple buyers more than statements from the screen. In addition, this type is considered not as intrusive as advertising, since it should attract an interested audience.

You can complement your content strategy with this type of marketing. In this case, your task is to create such high-quality and exciting content that users want to share it with friends and family. This means that with a high probability they will bring new customers from their community. These can be life hacks, cool tips on choosing a product, how to use it, some kind of challenge or an inspiring video / promotion on an important topic for the target audience.

3. Influence marketing

This type involves cooperation with opinion leaders: artists, public figures, bloggers. Products or services will cause much more confidence if an idol talks about them. Now the market has swung from million-plus bloggers towards micro-influencers with an audience of 3-10 thousand people. You can also hire someone as a brand ambassador. This person will become the face of the company, and this is a good opportunity to unite the audience. With a competent strategy, such a move is beneficial to both parties.

If you're presenting a niche product, it might be worth reaching out to bloggers with a smaller audience but more engagement. This is, in fact, the main indicator for predicting the effectiveness of the campaign.

4. Direct advertising

This means introducing the world to your product, company or service. There are a huge number of advertising methods, from contextual and social networks to banners and online TV. Of course, when choosing a site, it is important to take into account the lifestyle and behavioral scenarios of the target audience and the specifics of the product.

5. Referral marketing

This type involves the participation of two parties - the seller and the partner. It turns out that by promoting products among their audience, the partner earns a percentage of sales. Everything works very simply: just find a person willing to promote your company and provide him with a unique link to your store. He will bring an audience there, some of which will make a purchase, and will receive a percentage for each buyer he brings. The target action can be: registration, subscription, purchase.

Also, this type provides for the stimulation of customers for the distribution of your products and services. Usually a discount is offered to both the buyer and the friend he referred.

6. PR

This type of marketing is concerned with presenting your business to the media. This includes official press statements about certain events. The goal is to encourage the media to talk about you and thus increase brand awareness. That is, the more often the company is mentioned in social networks, news resources, thematic forums, the more customers will be able to attract. Plus, it's a great way to meet influential people who might be helpful in the future.

One of the varieties of PR is buzz marketing. Its essence lies in the launch of rumors about a product or brand, which is often disguised as a scandal or information leak. His job is to spark discussion. This is the best way to increase brand awareness.

7. Guerrilla Marketing

This is the best way for small companies that do not have money for advertising, but have a desire to promote in an interesting and non-standard way. Guerrilla marketing also includes posting information on forums, social networks and other resources. Note that guerrilla marketing can be applied to large and medium-sized businesses, but more often it is something placed in a public space.

Types of marketing, according to the toolkit

1. Email marketing

This type involves using email to interact with the audience. The task of a marketer is to collect a database of customer addresses and draw up a content plan, which should include information topics, surveys, and offers. The main thing is to keep a balance between the selling material and the comfort of potential buyers.

2. Mobile marketing

Since the popularization of smartphones, this method cannot be ignored. QR codes, SMS messages, applications - all this makes your business more accessible. The mobile device is always nearby, and you can also find out the location of the phone, which allows you to target potential buyers.

3. Voice Marketing

This method involves the voice communication of a company representative and a potential client. Of course, in the era of messengers, this is not the best choice. Although it all depends on the specific target audience and the product. During the call, you can conduct a survey, find out the opinion of the client, talk about promotions or get acquainted with the benefits.

4. Video marketing

In fact, this is a kind of content marketing, only video materials are used here, and not textual information. Blogs, lectures, educational videos and the like. Recently, the number of advertising campaigns that include video marketing has grown by 24%: from 63% to 87%. People are increasingly watching videos, as less time is spent compared to textual information. In addition, you can watch the video in parallel with other things.

5. SMM marketing

One of the most popular business promotion methods in 2023 is SMM, that is, social networks. It implies communication with the audience, drawing up a content plan , writing publications, attracting new subscribers through high-quality content. This method solves several problems at once: it covers the target audience and increases the number of customers, and at the same time improves the reputation.

6. SEO promotion

The goal of SEO is to place a company on the search engine results pages as high as possible in the SERPs. Ideally, users will go to the company page, and this can not only lead to a purchase, but is also guaranteed to improve positions in search engines.

Search marketing can be divided into two types, these are free optimization and paid contextual advertising. To start promoting the site, you need to find out what indicators affect the ranking of pages. This is both a technical side, such as site loading speed, and keywords that contribute to ranking. In parallel, contextual advertising can be used. Such content is paid for and displayed at the top of search results pages.

Marketing Approaches

Check out these approaches and decide for yourself what will be the main focus of your marketing strategy. You can combine one or more approaches.

1. Outbound Marketing

A marketer develops a strategy, searches for target audience and draws up an interaction plan - targeting, mailing, calls. That is, it works with a cold audience. The main task is to identify a potential customer and offer a service or product. After that, there are two ways: the person ignores the decision or becomes a client. The bounce rate is high, so it is not recommended to make this promotion strategy the main one. But the method is effective when you have to work with an already warmed-up audience.

2. Hold

It is not enough to get new customers, you need to do everything to keep them. Interact with them, remind yourself regularly, show that you value your customers. These can be personal discounts, a cumulative system of bonuses and birthday greetings, and the like.

3. Brand marketing

This variety is not focused on sales. Its main task is to form a public opinion about your company. That is, it is necessary to promote not the products, but the brand itself, the emotions that it wants to evoke in the target audience. The strategy often includes the creation of a single style - color scheme, design, logo. Sometimes companies have to rebrand to reach a new level . You also need to compose a compelling brand story, decide on positioning, USP, values, promise, brand tone, etc. To achieve the maximum result, you should make sure that the interests and needs of the audience coincide. In any case, it is necessary to start with the study of CA.

4. Behavioral Marketing

This implies the division of the audience into narrow segments based on behavior on the network. You will need to view cookies, search history and site activity. This data will help to offer the user exactly what he may be interested in. Thus, they create special advertising campaigns for different customer groups. This is usually done automatically. Statistics and tools allow you to segment the audience and offer the best solutions for everyone.

5. Neuromarketing

The essence of this type is to create unobtrusive and comfortable advertising. The basis of neuromarketing is the study of reactions to various objects: native, special offers, recommendations, and so on. Based on the data obtained, it is determined which of the methods gave the highest unconscious response, and which was the most irritable. This allows you to select promotion channels with the highest CTR .

6. Emotional Marketing

This includes all marketing gimmicks that use emotions. To get the desired result, you need to touch the feelings of subscribers. If you sell services and products based only on features, the result will not be as good as if you focus on the human experience when using your product. Remember, people do not need things, but solutions to specific problems. That is, they will not buy a drill, but a hole.

7. Nostalgic Marketing

This species practices evoking nostalgic feelings around your brand. In this case, most often the brand broadcasts reliability, familiarity, safety and goodwill, looks like “their own”. The job of a marketer is to infuse promotional materials with concepts that can evoke fond memories. This will increase brand credibility. The main thing is to make sure that the messages correspond to the values of the target audience and your product.

8. Relationship Marketing

The goal of this type of marketing is to create a friendly attitude towards the brand by improving the quality in comparison with competitors. Continual improvement of services is envisaged. Regular surveys, prize draws and events allow you to learn about the needs of the target audience. A huge role here is played by customer reviews, including those scattered on various forums, social networks and specialized sites.

We have considered dozens of types of marketing. To get results, it is important to combine them in the right proportions to interest your target audience. And if you need a site for future victories - Ucraft has a lot of ready-made templates.