{"id":136210,"date":"2021-11-17T11:00:55","date_gmt":"2021-11-17T16:00:55","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=136210"},"modified":"2023-10-05T02:56:37","modified_gmt":"2023-10-05T07:56:37","slug":"types-of-marketing","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/types-of-marketing\/","title":{"rendered":"18 Common Types of Marketing (Examples Included)"},"content":{"rendered":"\n<div class=\"intro-txt\">In the world of business, there are many, many types of marketing.<\/div>\n\n\n\n<p>To simplify matters, here are 18 common types of marketing that have been developed, tried, and tested by generations of marketers from various industries.<\/p>\n\n\n\n\n\n<p>You can find examples of all 18 types around you. They are constantly copied and \u201cremixed\u201d to win the customers\u2019 hearts. Somewhere in this list could even lie the marketing success of the next world-changing company.<\/p>\n\n\n\n<p>Each&nbsp;of them is different, but most can be used in parallel to form a bulletproof growth engine.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n<p>But first, let\u2019s answer the fundamental question of\u2026<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is marketing?\" data-section=\"what-is-marketing\">\n<h2>What is marketing?<\/h2>\n<\/div><\/div>\n<p>Marketing is the process of creating desirable products or services and distributing them in a way that increases their attractiveness.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Digital marketing\" data-section=\"1-digital-marketing\">\n<h2>1. Digital marketing<\/h2>\n<\/div><\/div>\n\n\n\n\n\n\n\n<p>Digital marketing is an overarching term for any kind of promotional activity that leverages the internet as the messaging channel. Accordingly, even two different marketing tactics, like <a href=\"https:\/\/ahrefs.com\/seo\">SEO<\/a>&nbsp;and <a href=\"https:\/\/ahrefs.com\/blog\/ppc-marketing\/\">PPC<\/a>, are considered digital marketing.<\/p>\n\n\n\n<p>This term is often used to differentiate a category of tactics from offline marketing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Example<\/h3>\n\n\n\n<p>At Ahrefs, we use various <a href=\"https:\/\/ahrefs.com\/blog\/digital-marketing-tactics\/\">digital marketing tactics<\/a> and tools to share our expertise in SEO and marketing and promote our product.<\/p>\n\n\n\n<p>Often, a particular topic, such as an <a href=\"https:\/\/ahrefs.com\/blog\/seo-checklist\/\">SEO checklist<\/a>, will be used in a blog post, then repurposed on other platforms and promoted through different channels; all of that is digital marketing.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/1-ultimate-seo-checklist.jpg\" alt=\"Ahrefs' Ultimate SEO checklist blog post \"><\/figure>\n<\/div>\n\n\n<p>Here\u2019s a tweet featuring the SEO checklist compressed into one infographic.<\/p>\n\n\n\n<p><\/p><blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Looking for a complete SEO checklist for 2021?<br><br>Here\u2019s one you can follow. <a href=\"https:\/\/t.co\/65brjXPBcg\">pic.twitter.com\/65brjXPBcg<\/a><\/p>\u2014 Ahrefs (@ahrefs) <a href=\"https:\/\/twitter.com\/ahrefs\/status\/1426963210528247822?ref_src=twsrc%5Etfw\">August 15,&nbsp;2021<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\n\n\n<p>We\u2019ve also promoted the checklist through <a href=\"https:\/\/ahrefs.com\/blog\/online-advertising\/\">online advertising<\/a>. This example is from <a href=\"https:\/\/ahrefs.com\/blog\/quora-ads\/\">Quora Ads<\/a>:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/2-quora-ads-seo-checklist.png\" alt=\"Ahrefs' ad on Quora\"><\/figure>\n<\/div>\n\n\n<p>And here\u2019s our Weekly Digest newsletter promoting the original post:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/3-ahrefs-weekly-digest.png\" alt=\"Ahrefs' Weekly Digest email\"><\/figure>\n<\/div>\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/digital-marketing-strategies\/\">7 Digital Marketing Strategies That Actually Work<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Offline marketing\" data-section=\"2-offline-marketing\">\n<h2>2. Offline marketing<\/h2>\n<\/div><\/div>\n<p>In contrast to digital marketing, offline marketing (often referred to as traditional marketing) is an overarching term for any kind of marketing done without the use of the internet.<\/p>\n<p>If an advertisement is published in a paper magazine instead of an online magazine, that\u2019s offline marketing. Similarly, if you deliver a personalized message through direct mail instead of an email, that\u2019s also offline marketing.<\/p>\n\n\n\n\n\n\n\n\n\n\n\n<p>Although words like \u201coffline\u201d and \u201ctraditional\u201d may give the impression that this type of marketing is a thing of the past, advertisements in printed magazines or between TV shows haven\u2019t disappeared just&nbsp;yet.<\/p>\n\n\n\n<p>According to Statista, TV ads still have the strongest reach among all types of&nbsp;ads.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/4-tv-top-medium-for-ads.jpg\" alt=\"Graph showing TV is top medium for ads\"><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Example<\/h3>\n\n\n\n<p>Between 1999 and 2002, Anheuser-Busch brewing company promoted its Budweiser beer with a TV ad that became a popular culture phenomenon.<\/p>\n\n\n\n<p>The <a href=\"https:\/\/www.nytimes.com\/2001\/02\/16\/business\/the-media-business-advertising-whassup-america-s-asking.html\">\u201cWhassup?\u201d campaign<\/a>&nbsp;won many advertising awards, including the Cannes Grand Prix, and helped the company increase sales from 2.4 million barrels to 99.2 million barrels in&nbsp;2020.<\/p>\n\n\n\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-jjmqcktjnxm\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:4\/3\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:75.000000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-jjmqcktjnxm\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/JJmqCKtJnxM?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"675\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/JJmqCKtJnxM?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Inbound marketing\" data-section=\"3-inbound-marketing\">\n\n\n\n<h2 class=\"wp-block-heading\">3. Inbound marketing<\/h2>\n\n\n\n<\/div><\/div>\n<p>Inbound marketing is a marketing strategy that aims to \u201cpull customers in\u201d with relevant and useful content.<\/p>\n\n\n\n\n\n<p>To better understand this term, let\u2019s compare it to outbound marketing.<\/p>\n\n\n\n<p>While outbound marketing tries to reach the customer with a message that \u201cinterrupts\u201d (e.g., TV ads, PPC, billboards), inbound marketing&nbsp;hopes to create a situation where a potential customer discovers a company while looking for a solution.<\/p>\n\n\n\n<p>For example, a customer searches for something on Google and stumbles upon a relevant article on a company\u2019s website.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/5-inbound-vs-outbound.png\" alt=\"Lady welcoming man, then lady with megaphone screaming &quot;buy&quot; at man\"><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Example<\/h3>\n\n\n\n<p>Ahrefs\u2019 free tools, such as the <a href=\"https:\/\/ahrefs.com\/backlink-checker\">free backlink checker<\/a>, are designed as a form of inbound marketing.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/6-backlink-checker.png\" alt=\"Ahrefs' backlink checker\"><\/figure>\n<\/div>\n\n\n<p>They pull customers from search engine result pages (SERPs) for queries like \u201cbacklink checker\u201d or \u201canalyze backlinks.\u201d If the search demand is high, this type of free tool can bring a significant amount of organic traffic:<\/p>\n\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/7-site-explorer-organic-traffic.jpg\" alt=\"Search Ahrefs' backlink checker page on Site Explorer\"><\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/inbound-marketing\/\">What is Inbound Marketing? A Beginner\u2019s Guide<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<!-- \/wp:post-content -->\n\n<!-- wp:paragraph -->\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Outbound marketing\" data-section=\"4-outbound-marketing\">\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":2} -->\n<h2>4. Outbound marketing<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<\/div><\/div>\n<p>Outbound marketing is an \u201cinterruptive\u201d form of marketing where a company pushes a message about a product out to a prospect through cold calls, cold emails, direct mail, most forms of advertising, etc.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:paragraph -->\n<p>Outbound marketing tries to raise awareness of a product or inspire actions (e.g., buying, subscribing, visiting a shop) among the target audience regardless of their interest.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>Example<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Places like Times Square in New York are examples of outbound marketing reaching its peak, both in terms of the space used to get the message across and the budget needed to broadcast it. Some of what you can see in the picture below is outbound marketing through billboards.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/8-time-square-billboard-ads.jpg\" alt=\"Billboards in Times Square\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"5. Content marketing\" data-section=\"5-content-marketing\">\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":2} -->\n<h2>5. Content marketing<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<\/div><\/div>\n<p>Content marketing is the process of creating and <a href=\"https:\/\/ahrefs.com\/blog\/content-distribution\/\">distributing content<\/a> to attract and retain customers.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:paragraph -->\n<p>Content marketing is usually practiced as a form of inbound marketing, where the content offers a solution to a problem that a prospect is researching. Prospects discover promoted products by learning about their applications.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Content marketing is often used to <a href=\"https:\/\/ahrefs.com\/blog\/lead-generation\/\">generate leads<\/a>, where the most premium content is gated behind a form requesting personal information like name, phone number, or email. Later on, that information is used for other marketing tactics (including outbound).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>Example<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Some popular types of content marketing are:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul>\n<li>Blog articles<\/li>\n<li>Videos and&nbsp;vlogs<\/li>\n<li>Podcasts<\/li>\n<li>Webinars<\/li>\n<li>Case studies<\/li>\n<li>eBooks<\/li>\n<li>White papers<\/li>\n<\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Here\u2019s an example of how some can be used in a coherent content marketing strategy:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/9-content-strategy-canvas.jpg\" alt=\"Table summarizing content strategy\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/content-marketing\/\">Content Marketing: A Comprehensive Guide For 2021<\/a>&nbsp;<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/content-marketing-strategy\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/content-strategy\/\">How to Create a Winning Content Strategy<\/a>&nbsp;<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/content-marketing-examples\/\">7 Inspiring Content Marketing Examples (And How to Replicate Them)<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"6. Search engine marketing (SEM)\" data-section=\"6-search-engine-marketing\">\n<h2>6. Search engine marketing (SEM)<\/h2>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:heading {\"level\":2} \/-->\n\n<!-- wp:paragraph -->\n<\/div><\/div>\n<p>Search engine marketing is a term used to describe promotion messaging published through SERPs. SEM divides the messaging into two categories: paid results and organic results.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:paragraph -->\n<p>Organic results are pages that a search engine like Google finds, crawls, and indexes on its SERPs. The position on organic results can\u2019t be bought, only influenced through content marketing and&nbsp;SEO.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Paid results are a form of pay-per-click advertising. Businesses pay search engine companies to take part in a bid competing for the best ad placement.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/10-paid-vs-organic-results.png\" alt=\"Google search page showing paid results at top, organic results at bottom\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>Example<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Let\u2019s say you want to rank on the first page of Google for the keyword \u201cmarketing automation\u201d in the U.S. You have two options to do this: One is through paid results, and the other is through organic results.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>A paid result will be one of&nbsp;these:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/11-paid-results.png\" alt=\"Example of paid results in Google search\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>And an organic result will look something like&nbsp;these:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/12-organic-results.png\" alt=\"Example of organic result in Google search\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>As you can see, they look similar (and fit what Google wants). The main difference is it will cost the advertiser around $50 per click to be included among the big players in the ad&nbsp;space.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>To be included in the non-paid, organic space, the advertiser has to create relevant content that matches the search intent and build a lot of backlinks.<\/p>\n<!-- \/wp:paragraph -->\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/13-keyword-difficulty-super-hard.png\" alt=\"KD score and CPC cost of the keyword &quot;market automation&quot;\"><\/p>\n<!-- wp:paragraph -->\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/seo-vs-sem\/\">SEO vs. SEM: What\u2019s the Difference and Why Should You&nbsp;Care?<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"7. Growth marketing\" data-section=\"7-growth-marketing\">\n<h2>7. Growth marketing<\/h2>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:heading {\"level\":2} \/-->\n\n<!-- wp:paragraph -->\n<\/div><\/div>\n<p>Growth marketing is the process of increasing a company\u2019s revenue by applying an experiment-driven and integrated approach to all stages of attracting customers.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:paragraph -->\n<p>Growth marketing is another term that is often used in contrast to \u201ctraditional marketing.\u201d This is because when growth marketing entered the stage in the early 2000s, it was quickly adopted by startups that needed a different approach that helped them:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p style=\"padding-left: 40px;\">A. Compete with established companies.<br>B. Get investors\u2019 attention by proving scalable growth tactics.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:paragraph -->\n<p>The table below explains the differences between growth marketing, \u201ctraditional marketing,\u201d and <a href=\"https:\/\/ahrefs.com\/blog\/growth-hacking\/\">growth hacking<\/a>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/14-comparison-table.jpg\" alt=\"Table comparing 3 marketing types\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>Example<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>There are many amazing and inspirational modern growth stories: Slack, Spotify, Uber, or Square.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>But I want to point you in the direction of <a href=\"https:\/\/www.notion.so\/\">Notion\u2019s<\/a>&nbsp;growth marketing strategy because it seems to get nearly every aspect of growth marketing right. Plus, it\u2019s been analyzed dozens of times, so it makes a great example for entrepreneurs and marketers to learn&nbsp;from.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Notion\u2019s success relies on many pillars: great product, huge and vocal community, and the \u201cfreemium\u201d model.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>It does growth marketing, but it\u2019s not some black hat growth hacking. It\u2019s growing fast, but its strategy is customer-centric, doesn\u2019t compromise the brand, and aims for the long&nbsp;term.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Many also emphasize the role of user-generated templates in Notion\u2019s success. The company encourages the creation and sharing of usable templates for various documents and operations.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/15-notion-template-gallery.png\" alt=\"Notion Template Gallery webpage\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>Notion\u2019s users create templates that attract, engage, and retain other users. Many of those new users will then create and share their own templates, continuing the&nbsp;cycle.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Here\u2019s a graphic from <a href=\"https:\/\/foundationinc.co\/lab\/notion-strategy\">Foundation<\/a>&nbsp;that perfectly explains how this tactic touches the entire marketing funnel and forms a growth loop.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/16-template-growth-loop.png\" alt=\"4-step growth loop for Saas\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p><strong>Learn more:<\/strong> <a href=\"https:\/\/ahrefs.com\/blog\/growth-marketing\/\">What Is Growth Marketing? A Beginner\u2019s Guide<\/a><\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"8. B2B marketing\" data-section=\"8-b2b-marketing\">\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":2} -->\n<h2>8. B2B marketing<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<\/div><\/div>\n<p>B2B marketing, or business-to-business marketing, refers to the marketing of products or services by businesses to other businesses.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:paragraph -->\n<p>This term is often used by marketers to name and differentiate types of marketing strategies and tactics that are especially effective in B2B relations (e.g., <a href=\"https:\/\/ahrefs.com\/blog\/account-based-marketing\/\">account-based marketing<\/a>), as opposed to business-to-consumer (B2C) relations.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>Example<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Businesses like to advertise on LinkedIn. Reason: Its users go to the platform for work-related purposes. LinkedIn takes advantage of that (by design) and offers an assortment of advertising products.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>By far, LinkedIn <a href=\"https:\/\/www.emarketer.com\/content\/linkedin-holds-third-of-all-us-b2b-digital-display-ad-revenue\">holds a third of all U.S. B2B digital display ad revenue<\/a>. As you can see below, even giants like IBM use LinkedIn ads to attract customers.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/17-ibm-ad.png\" alt=\"IBM's ad on Linkedin\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>This B2B ad points to a lead-capturing form offering free credits in IBM Cloud\u2019s service.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/18-lead-capturing-form.jpg\" alt=\"Lead-capturing form with steps to get credits\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/account-based-marketing\/\">The Beginner\u2019s Guide to Account-Based Marketing (ABM)<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/b2b-content-marketing\/\">What is B2B Content Marketing? 7 Successful Examples<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"9. B2C marketing\" data-section=\"9-b2c-marketing\">\n<!-- \/wp:list -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:heading {\"level\":2} -->\n<h2>9. B2C marketing<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<\/div><\/div>\n<p>B2C marketing, or business-to-consumer marketing, refers to the marketing of products or services by businesses to consumers.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:paragraph -->\n<p>This term is often used by marketers to name and differentiate types of marketing strategies and tactics that are especially effective in B2C relations (e.g., <a href=\"https:\/\/ahrefs.com\/blog\/influencer-marketing\/\">influencer marketing<\/a>), as opposed to B2B relations.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>Example<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>B2C marketing is <em>everywhere<\/em>. I don\u2019t even need to link to a study that will prove how much we are bombarded with ads. You just need to look around you.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>All of the stuff that you own was bought because of B2C marketing. Meaning, either you saw some form of B2C promotion that convinced you to make a purchase or someone else did and told you how great that product was.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Let me start this auto-therapeutic exercise with myself.&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>One day, I was just minding my own business. Suddenly, I got an email from Vans saying that it had this huge sale of its outlet inventory. OK, Vans. I\u2019ll&nbsp;click.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/19-vans-ad.jpg\" alt=\"Vans ad with guys playing guitar, young woman singing, little girl excited\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>That email (it\u2019s in Polish) led to this landing page, where I saw these&nbsp;shoes.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/20-shoe-sale.jpg\" alt=\"Cartoon excited about purple, gray shoe with green stripe\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>It was exactly what I needed this fall. So a few days later, the shoes materialized at my&nbsp;place.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/21-new-vans-shoes.jpg\" alt=\"Purple, gray shoe with green stripe on top cardboard shoebox\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>And that\u2019s the short story of how B2C marketing made me buy shoes in seconds. I didn\u2019t even visit the store to try them on. I was doing something completely different and not even thinking about buying shoes.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>But not every email can do that. You\u2019re looking at the power of the brand\u2014Vans being one of my favorites.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>With emails like these and online shopping opportunities, a brand can capitalize on every other activity it has invested in, making me know, like, and trust&nbsp;it.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"10. Affiliate marketing\" data-section=\"10-affiliate-marketing\">\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":2} -->\n<h2>10. Affiliate marketing<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<\/div><\/div>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Affiliate marketing is a type of promotion where a company pays commission to an external website for traffic or sales generated by&nbsp;it.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>You can spot affiliate links mostly on blogs. Those are the links that contain <a href=\"https:\/\/ahrefs.com\/blog\/url-parameters\/\">tracking parameters<\/a> like \u201ctag,\u201d \u201chop,\u201d or \u201ccustomid.\u201d<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/22-affiliate-link.png\" alt=\"The word &quot;tag&quot; in a URL\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>That means the owner of the website receives a commission every time someone clicks that link or buys something via that link. This way, the paying company rewards affiliates for influencing their bottom line.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>Example<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><a href=\"https:\/\/theconscientiouseater.com\/how-we-5xd-our-blog-income-in-3-months\/\">This cooking blog <\/a>explains how it increased its food blog income by fivefold in three months, one of the tactics being affiliate marketing.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Someone bought mushroom capsules worth $3,240 on Amazon after clicking a link on the blog. Just like that, the owners got $145 that day, 24 hours after posting an article featuring those mushrooms capsules.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/23-mushroom-capsules.jpg\" alt=\"6 bottles of Umi No Shizuku mushroom capsules\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>Everyone\u2019s a winner in this story\u2014the producer, the retailer, Amazon, that blog, and the person who bought those capsules (I presume).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>There\u2019s another form of affiliate marketing that is sometimes called partner marketing (albeit partner marketing has at least two different meanings).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>It\u2019s when solution providers hold a partner program for other companies to drive the demand and adoption of a product or service using the market capabilities of the program attendees.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Here\u2019s how Microsoft pitches its partner program: \u201cThe Microsoft Partner Network is a hub of people, resources, and offerings brought together to give you everything you need to build and deliver successful solutions for your customers.\u201d<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/24-microsoft-partner-network.jpg\" alt=\"Be a Microsoft Partner CTA\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p><strong><\/strong><\/p><div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/affiliate-marketing\/\">Affiliate Marketing for Beginners: 7 Steps to Success<\/a>&nbsp;<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/amazon-affiliate-marketing\/\">How to Build a Successful Amazon Affiliate Site (Step by&nbsp;Step)<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"11. Social media marketing\" data-section=\"11-social-media-marketing\">\n<!-- \/wp:list -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:heading {\"level\":2} -->\n<h2>11. Social media marketing<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<\/div><\/div>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Social media marketing is the use of social media like Facebook, Twitter, or LinkedIn to market a company\u2019s products or services.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The goal of social media is to grow an audience and engage with them. This leads to increased brand awareness, website traffic and, eventually, sales.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Social media marketing involves a mix of tactics, including publishing content, responding to comments, and running social media advertisements.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>Example<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Wendy\u2019s Twitter account has become something of a legend. Here\u2019s why:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The story began with epic Twitter roasts that spared no one. It started accidentally with a straightforward answer to a not-too-bright comment from a customer and quickly progressed to the highlight of this Twitter handle.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/25-wendys-twitter-highlights.jpg\" alt=\"3 sassy tweets from Wendy's\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>That kind of \u201cbrand voice\u201d gave Wendy\u2019s messages a feeling of authenticity that made its competitors sound like heartless corporations.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>As more eyes turned to the next thing Wendy\u2019s said, this tweet came along, aka the third most retweeted tweet in history:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><\/p><blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">HELP ME PLEASE. A MAN NEEDS HIS NUGGS <a href=\"https:\/\/t.co\/4SrfHmEMo3\">pic.twitter.com\/4SrfHmEMo3<\/a><\/p>\u2014 Carter Wilkerson (@carterjwm) <a href=\"https:\/\/twitter.com\/carterjwm\/status\/849813577770778624?ref_src=twsrc%5Etfw\">April 6,&nbsp;2017<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This man didn\u2019t get those 18 million retweets (only 3.1 million). But Wendy\u2019s hooked him up with a year of free chicken nuggets anyway. Wendy\u2019s proved not only can it get people\u2019s attention, but it can also keep its promise (something fast-food chains are not known&nbsp;for).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>There are more amazing Wendy\u2019s social media case studies (see <a href=\"https:\/\/marketing.twitter.com\/en\/success-stories\/how-wendy-s-gave-america-a-big-groupnug\">GroupNug<\/a>&nbsp;or <a href=\"https:\/\/marketing.twitter.com\/en\/success-stories\/wendys-turned-to-twitter-to-launch-during-basketballs-busiest-month\">March Madness<\/a>). But while pushing the boundaries of corporate marketing, Wendy\u2019s doesn\u2019t forget social media is also about customer service or simply promoting its business from time to&nbsp;time.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":2} -->\n<div style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/26-wendys-promotional-and-customer-service.jpg\" alt=\"Tweet promoting products, another tweet helping unhappy customer\"><\/div>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"12. Brand marketing\" data-section=\"12-brand-marketing\">\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":2} -->\n<h2>12. Brand marketing<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<\/div><\/div>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Brand marketing is a term to describe actions that promote a product or service in a way that highlights the brand and shapes its&nbsp;image.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>But what is a&nbsp;brand?<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In the modern field of marketing, it\u2019s quite hard to give a definition that\u2019s exhaustive and satisfactory. After all, brand marketing is practiced in so many styles.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Let me give you some examples of strong brands. What comes to your&nbsp;mind?<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul>\n<li>Apple<\/li>\n<li>Mastercard<\/li>\n<li>The Avengers<\/li>\n<li>Facebook<\/li>\n<li>BMW<\/li>\n<li>Coca-Cola<\/li>\n<\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Did those names spark some kind of image in your mind or an association with a person? Maybe it evoked a certain feeling and memory or even made you thirsty. That\u2019s what brands essentially are: cognitive and emotional triggers.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>So it\u2019s less important what brands are. Rather, it\u2019s more important what they do. And that is the aim of brand marketing: to strengthen the effect that brands have on consumers and make&nbsp;them:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul>\n<li><strong>Recognize the product <\/strong>(and distinguish it from the rest)&nbsp;\u2013 Otherwise, you\u2019d be asking yourself the question, \u201cIs that the delicious chocolate bar I had last&nbsp;time?\u201d<\/li>\n<li><strong>Associate it with a positive experience<\/strong>&nbsp;\u2013 You may not have tried the product. But if the fantasy of you consuming the product gives you a positive feeling, then that\u2019s all it&nbsp;takes.<\/li>\n<li><strong>Rationalize the cost of the product<\/strong>&nbsp;\u2013 BMWs are not the best-built cars in the world. And they are not the cheapest either. Yet, a BMW is still said to be the \u201cultimate driving machine.\u201d<\/li>\n<\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Consumers are not the only possible targets of brand marketing. Companies may also use this type of marketing to increase their stock market valuation or to attract talent to their company (employer branding).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>Example<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>I have to be honest. I fell in love with this ad right away. It made me want to buy some LEGOs and \u201crebuild the&nbsp;world.\u201d<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-xrafu5bjyjq\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-xrafu5bjyjq\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/XraFU5BjYjQ?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/XraFU5BjYjQ?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The ad shows a little bit of LEGO\u2019s product. But more importantly, it <strong>highlights the brand and shapes its image<\/strong>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>I don\u2019t know if you\u2019ll agree with me, but this ad frames LEGOs as positive, non-violent, and cognitively stimulating toys for everyone.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Moreover, this is <em>the <\/em>toy for the builders of tomorrow. A world built on diversity, respect, and mutual help; a non-zero-sum world.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>And it doesn\u2019t matter which LEGO set I\u2019ll buy\u2014they are all like that. And through brand marketing, LEGO managed to get that message across in 60 seconds.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"13. Direct marketing\" data-section=\"13-direct-marketing\">\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":2} -->\n<h2>13. Direct marketing<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<\/div><\/div>\n<p>Direct marketing is a strategy where the company directly communicates with the target audience instead of using mass&nbsp;media.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:paragraph -->\n<p>Direct marketing is usually chosen for its lower cost (compared to mass media), the ability to personalize the message, and the possibility of the audience responding to the message (e.g., through an included form).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>Example<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>We all are&nbsp;recipients&nbsp;of direct marketing. The evidence of that is the little metal box next to the mailbox many of us have, designed to keep unwanted flyers and catalogs in one neat place. It can also be seen in the ubiquity of these kinds of&nbsp;signs:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/27-no-junk-mail.jpg\" alt=\"Mailboxes with &quot;no junk mail&quot; signs\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>But let me give you a positive and effective example of direct marketing: Ikea\u2019s first few catalogs.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>That\u2019s how the business of Ikea started in the first place. Ikea was a little bit different in those days. It didn\u2019t sell mostly furniture; it sold mostly <em>everything<\/em>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This is an example of an Ikea mail-order catalog from&nbsp;1950:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/28-ikea-1950-catalog.jpg\" alt=\"Slightly faded catalog of bags, wallets, pens\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>Nowadays, we can just go to the Ikea store and pick something up. Nobody needs to mail us anything. Better yet, we can see the inventory online and make a purchase without leaving the&nbsp;house.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>And that was the idea behind the first Ikea catalogs staged in a world without the internet and very few TVs. It was an ingenious solution (but not exactly original) to reach many potential customers and \u201clower the friction\u201d of purchasing products.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Also, for people living in remote areas of Sweden in those days, the catalogs represented variety and style delivered to their&nbsp;doors.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"14. Influencer marketing\" data-section=\"14-influencer-marketing\">\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":2} -->\n<h2>14. Influencer marketing<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Influencer marketing is the practice of working with influential people to promote brands, products, or services.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<\/div><\/div>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>An influencer in this regard can be anyone with a significant network, or \u201cfollowing,\u201d of people and\/or authority in a particular field.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Influence mechanisms leveraged in this type of marketing can take many forms: inspiration, trust, belief, and imitation. Influencer marketing is effective because following others\u2019 examples or advice helps people to make choices.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Moreover, since influence is a phenomenon of human relations, influencer marketing works both in B2B and B2C situations.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>Example<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Here\u2019s an example of an influencer marketing super-production.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>YouTuber <a href=\"https:\/\/www.youtube.com\/c\/meredithfoster\/featured\">Meredith Foster<\/a>&nbsp;was one of the few carefully selected influencers to promote Motorola\u2019s new smartphone product line.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/29-lenovo-youtube-ad.png\" alt=\"Sentences of Meredith thanking Lenovo, promoting Motorola's new smartphone line\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>Meredith\u2019s channel has 4.8 million subscribers. Compare that with the average reach of news programming in the U.S., and it\u2019s easy to see why influencer marketing can be a powerful strategy.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/30-average-reach-news-programming.png\" alt=\"Average number of TVs tuning to ABC, CBS, Fox, NBC affiliates respectively \"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/influencer-marketing\/\">Influencer Marketing: Definition, Examples, and Tactics<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"15. Email marketing\" data-section=\"15-email-marketing\">\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":2} -->\n<h2>15. Email marketing<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<\/div><\/div>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Email marketing is any kind of marketing messaging done through the channel of&nbsp;email.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>That said, email marketing is not just sending emails. It involves:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul>\n<li>Building an email&nbsp;list.<\/li>\n<li>Designing and sending emails to the subscriber list.<\/li>\n<li>Monitoring the results.<\/li>\n<li>Curating the email&nbsp;list.<\/li>\n<\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>This type of marketing serves four main purposes:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ol>\n<li><strong>Generate traffic<\/strong>&nbsp;\u2013 You can communicate with your audience through emails with the goal to take them from the email to a specific page, e.g., your latest content.<\/li>\n<li><strong>Lead nurturing<\/strong> \u2013 This includes so-called drip campaigns used methodically email by email and touchpoint by touchpoint, leading email subscribers to a purchase opportunity. This process also \u201cqualifies\u201d leads to different types of subscribers, e.g., potential business opportunities or brand&nbsp;fans.<\/li>\n<li><strong>Onboarding<\/strong>&nbsp;\u2013 This refers to a sequence of emails sent through the \u201c<a href=\"https:\/\/ahrefs.com\/blog\/lifecycle-marketing\/\">lifecycle<\/a>\u201d of a customer to make them discover and experience the value of the product and eventually retain them. A common use of email onboarding is within a trial period of a SaaS product.<\/li>\n<li><strong>Generate revenue<\/strong>&nbsp;\u2013&nbsp;Like Vans did with me. Brands often offer customers an incentive to sign up for a newsletter, such as 20% off the next purchase. Then it\u2019ll send special offers to newsletter subscribers.<\/li>\n<\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>Example<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Since I\u2019ve shown two examples of emails before, and since you probably get a ton of emails yourself, here\u2019s an illustration of an email marketing workflow.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/31-drip-campaign.jpg\" alt=\"Example of email workflow\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>In this simple email drip campaign, recipients are automatically sent emails based on their engagement.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>If recipients react positively to the emails, they get more in-depth educational materials and even a product demo.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>But if they don\u2019t open the subsequent emails, they are put on a path of less time-consuming educational materials and will eventually be taken off the drip campaign workflow.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This kind of email marketing workflow can be designed through a WYSIWYG (What You See Is What You Get) editor in email marketing tools without coding skills.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"16. Word-of-mouth marketing (WOMM)\" data-section=\"16-word-of-mouth-marketing\">\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":2} -->\n<h2>16. Word-of-mouth marketing (WOMM)<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<\/div><\/div>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Word-of-mouth marketing is the process of influencing and encouraging natural discussions about a product, service, or company.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In everyday use, it can describe two types of situations:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul>\n<li><strong>WOMM as a naturally occurring \u201cside effect\u201d <\/strong>of a company\u2019s operations, such as exceeding consumers\u2019 expectations of a product or service. In such instances, the company may not intend to actively influence the spread of discussions. Yet, the way it\u2019s doing business creates such a strong experience that clients want to share it with friends, family, social media followers, etc.<\/li>\n<li><strong>WOMM as tactics used to intentionally and actively influence<\/strong>&nbsp;the spread of discussions about the company or its products or services. This kind of WOMM will be the focus of this short chapter.<\/li>\n<\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>The essence of WOMM is to give people a reason to talk. The reason why this strategy works is that people often trust what others have to&nbsp;say.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>That phenomenon has even been studied:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>A <a href=\"https:\/\/www.nielsen.com\/eu\/en\/press-releases\/2015\/recommendations-from-friends-remain-most-credible-form-of-advertising\/\">Nielsen study<\/a> from 2015 revealed that 83% of respondents from 60 countries trusted recommendations from friends and family. But when a recommendation came from an opinion posted online, the trust ratio was down to&nbsp;66%.<\/p>\n<p>According to another <a href=\"https:\/\/www.brightlocal.com\/research\/local-consumer-review-survey\/\">study by Brightlocal<\/a>, 91% of people regularly or occasionally read online reviews, and 84% trust online reviews as much as a personal recommendation.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The aforementioned \u201creason to talk\u201d doesn\u2019t have to be a recommendation of a company\u2019s services. It can be anything that gives company publicity, creates \u201cbuzz,\u201d and increases its brand awareness. For this reason, WOMM is often called \u201cbuzz marketing.\u201d<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Word-of-mouth marketing can take many forms. It can start as a social media campaign, a PR campaign, or a referral campaign with incentives for spreading the company\u2019s message.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>Example<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>It\u2019s one thing to \u201cearn\u201d word-of-mouth marketing in the form of positive reviews and uninfluenced social media threads. It\u2019s another thing to design and control the whole&nbsp;show.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In \u201cBuzzmarketing: Get People to Talk About Your Stuff,\u201d Mark Hughes describes how he managed to change the name of a town in the U.S. to the name of a startup e-commerce platform he was promoting.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>So a town called Halfway was renamed Half.com. For a year. That literally put the new e-commerce platform on the&nbsp;map.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/32-welcome-sign-half.jpg\" alt=\"Welcome sign of the town half.com\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>That act was so remarkable that it drew the attention of the Associated Press, Reuters, USA Today, Good Morning America, among others. So imagine how much publicity that e-commerce company got through this single act\u2014all in time for the platform to launch.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In return, the town of Halfway received new computers for the school, a new website, and $110,000.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>And six months later, Half.com (the e-commerce) was sold to eBay for $300 million.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"17. Event marketing\" data-section=\"17-event-marketing\">\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":2} -->\n<h2>17. Event marketing<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<\/div><\/div>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Event marketing is a marketing tactic where branded events are used as a way to communicate with the target audience and promote products or services.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The aim of event marketing is to create a memorable experience by engaging event participants, encouraging them to directly interact with a&nbsp;brand.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Interactions may take different forms: trying out a product, watching a product demonstration, watching a concert, attending launches, networking, taking part in a seminar or conference, etc.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>Example<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Since 2003, Salesforce has organized an annual event called Dreamforce. It brings together \u201cthe global Salesforce community for learning, fun, community building, and philanthropy.\u201d<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The event is a big, three-day annual pop-up theme park for everything Salesforce. This year, the event was also streamed online.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/33-dreamforce-national-park.jpg\" alt=\"Crowded entrance to dreamforce National Park\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>It allows Salesforce to create a multifaceted product experience: Attendees can learn about Salesforce product announcements, discover advanced uses of the CRM, and gain some Salesforce certifications.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>But like any theme park, there have to be different kinds of attractions. The event doesn\u2019t just promote Salesforce\u2019s CRM. Dreamforce is an opportunity to listen to talks from celebrities, thought leaders, and politicians. Last but not least, attendees can have some fun at a&nbsp;party.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><\/p><blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Join superstar Will Smith at Dreamforce 2021. Together, we\u2019ll be:<br><br>1. Chillin\u2019 out.<br>2. Maxin\u2019.<br>3. Relaxin\u2019, all cool.<br><br>Watch <a href=\"https:\/\/twitter.com\/hashtag\/DF21?src=hash&amp;ref_src=twsrc%5Etfw\">#DF21<\/a> on Salesforce+: <a href=\"https:\/\/t.co\/pXrOL9oVnB\">https:\/\/t.co\/pXrOL9oVnB<\/a> <a href=\"https:\/\/t.co\/qeZSQjQC8v\">pic.twitter.com\/qeZSQjQC8v<\/a><\/p>\u2014 Salesforce (@salesforce) <a href=\"https:\/\/twitter.com\/salesforce\/status\/1440723402994507794?ref_src=twsrc%5Etfw\">September 22,&nbsp;2021<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>What\u2019s also interesting about this example of event marketing is it is open to other brands. A whopping 103 other brands help Salesforce make this event possible through sponsorships, scoring their piece of brand awareness.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:paragraph -->\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"18. Guerrilla marketing\" data-section=\"18-guerrilla-marketing\">\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":2} -->\n<h2>18. Guerrilla&nbsp;marketing<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<\/div><\/div>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Guerrilla marketing is a promotion tactic that involves using unexpected and unconventional interactions to evoke strong emotions and provoke word of&nbsp;mouth.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Traits of guerrilla marketing:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul>\n<li>Low cost<\/li>\n<li>Creative<\/li>\n<li>Simple and short messages<\/li>\n<li>Use of public places like streets or shopping malls as a medium of advertisement<\/li>\n<li>Creates a strong, memorable impression<\/li>\n<\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>Example<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>I believe this example ticks all boxes of exemplary guerrilla marketing.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph \/-->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/34-it-movie-balloon-guerrilla-promo.jpg\" alt=\"Balloon tied and hovering above storm drain near sign saying, &quot;It's closer than you think.&quot;\"><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>This is one of the many instances of the \u201cIT\u201d movie\u2019s guerrilla promotion campaign. Even if you haven\u2019t heard of the deadly clown from Stephen King\u2019s novel, this sign is so bizarre that it\u2019s guaranteed to make you at least Google the&nbsp;movie.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Moreover, I bet you would tell other people what you saw that day or even tweet about it (I know I&nbsp;would).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>https:\/\/twitter.com\/davepiepers\/status\/904467548321628160<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>And if you actually went to see the movie and watched that scene with the balloon coming out of the storm drain, recalling this guerrilla ad would make the movie so much more <em>real <\/em>and scary.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>As for the budget of this campaign, it\u2019s quite obvious. It\u2019s the cost of some balloons, string, and white&nbsp;paint.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"FAQ\" data-section=\"faq\">\n<p><!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":2} --><\/p>\n<h2>FAQ<\/h2>\n<\/div><\/div>\n<h3>Why is marketing important?<\/h3>\n<p>There are many good answers to this. But all in all, the importance of marketing comes down to two crucial functions of marketing:<\/p>\n<ol>\n<li>Marketing makes sure a company develops products that satisfy an existing demand in markets with potential.<\/li>\n<li>Marketing helps to gain and retain customers through various forms of communication with the target audience (advertising, educational content, PR,&nbsp;etc.).<\/li>\n<\/ol>\n<h3>What is the basis of marketing?<\/h3>\n<p>The basis of marketing for any company is the so-called <a href=\"https:\/\/ahrefs.com\/blog\/marketing-mix\/\">marketing mix<\/a>. A marketing mix is a system of interconnected elements used to bring products or services to the market and effectively communicate them.<\/p>\n<p>Traditionally, the marketing mix (and hence the basis of marketing) has been defined as the <a href=\"https:\/\/ahrefs.com\/blog\/implementing-the-4-ps-of-marketing\/\">4 Ps of marketing<\/a>:<\/p>\n<ul>\n<li>Product \u2013 What you&nbsp;sell.<\/li>\n<li>Price \u2013 How much you sell it&nbsp;for.<\/li>\n<li>Place \u2013 Where you sell&nbsp;it.<\/li>\n<li>Promotion \u2013 How you get customers.<\/li>\n<\/ul>\n<h3>What is a marketing plan?<\/h3>\n<p>A marketing plan is a roadmap for executing your marketing strategy over a given period of time, usually a&nbsp;year.<\/p>\n<p>You can create a marketing plan using our <a href=\"https:\/\/ahrefs.com\/blog\/marketing-plan\">simple one-page template<\/a>.<\/p>\n<h3>What is the best type of marketing?<\/h3>\n<p>It depends. A marketing type may work for one company but not for another. It\u2019s generally advised to experiment with different marketing types and marketing channels, especially in the early stages of company growth.<\/p>\n<p>What\u2019s more, a combination of marketing types may bring better results than focusing on one type or channel. For example, <a href=\"https:\/\/ahrefs.com\/blog\/content-marketing\/\">content marketing<\/a> works great with <a href=\"https:\/\/ahrefs.com\/blog\/search-engine-marketing\/\">search engine marketing<\/a> (i.e. <a href=\"https:\/\/ahrefs.com\/seo\/seo-content\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">SEO content<\/a>).<\/p>\n<p><!-- \/wp:heading -->\n\n<!-- wp:paragraph --><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":2} -->\n<h2>Final thoughts<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>With all of those 18 types of marketing, it makes one wonder: Could you just use one type of marketing and stop worrying?<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Well, all of the types we\u2019ve discussed were developed for a reason. Some are used to differentiate from competitors and others to accommodate customers\u2019 lifestyles.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The point is you can look at those types of marketing as ready-made solutions for achieving your&nbsp;goal.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Knowing these tried and tested types makes the work of a marketer a little lighter. You can just pick some types from the list and see if they\u2019ll work for your business.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Got questions? Ping me <a href=\"https:\/\/twitter.com\/m_makosiewicz\">on Twitter<\/a>.<\/p>\n<!-- \/wp:paragraph -->","protected":false},"excerpt":{"rendered":"<p>To simplify matters, here are 18 common types of marketing that have been developed, tried, and tested by generations of marketers from various industries. You can find examples of all 18 types around you. They are constantly copied and \u201cremixed\u201d<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":159,"featured_media":136212,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[412],"class_list":["post-136210","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>18 Common Types of Marketing (Examples Included)<\/title>\n<meta name=\"description\" content=\"Learn about the 18 different types of marketing you can use to grow your business.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/types-of-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"18 Common Types of Marketing (Examples Included)\" \/>\n<meta property=\"og:description\" content=\"Use one, or some in parallel, to build your growth engine.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/types-of-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-11-17T16:00:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-05T07:56:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/fb_types_of_marketing_navigation.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"990\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Mateusz Makosiewicz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Use one, or some in parallel, to build your growth engine.\" \/>\n<meta name=\"twitter:creator\" content=\"@m_makosiewicz\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/types-of-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/types-of-marketing\\\/\"},\"author\":{\"name\":\"Mateusz Makosiewicz\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/c7e64c851ecc4eabb77eaefae90a440c\"},\"headline\":\"18 Common Types of Marketing (Examples Included)\",\"datePublished\":\"2021-11-17T16:00:55+00:00\",\"dateModified\":\"2023-10-05T07:56:37+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/types-of-marketing\\\/\"},\"wordCount\":5034,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/types-of-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/10\\\/fb_types_of_marketing_navigation.png\",\"articleSection\":[\"General Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/types-of-marketing\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/types-of-marketing\\\/\",\"name\":\"18 Common Types of Marketing (Examples Included)\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/types-of-marketing\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/types-of-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/10\\\/fb_types_of_marketing_navigation.png\",\"datePublished\":\"2021-11-17T16:00:55+00:00\",\"dateModified\":\"2023-10-05T07:56:37+00:00\",\"description\":\"Learn about the 18 different types of marketing you can use to grow your business.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ahrefs.com\\\/blog\\\/types-of-marketing\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/types-of-marketing\\\/#primaryimage\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/10\\\/fb_types_of_marketing_navigation.png\",\"contentUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/10\\\/fb_types_of_marketing_navigation.png\",\"width\":1920,\"height\":990},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/\",\"name\":\"SEO Blog by Ahrefs\",\"description\":\"Link Building Strategies &amp; SEO Tips\",\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\",\"name\":\"Ahrefs\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/ahrefs-logo.png\",\"contentUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/ahrefs-logo.png\",\"width\":2048,\"height\":768,\"caption\":\"Ahrefs\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/Ahrefs\\\/\",\"https:\\\/\\\/x.com\\\/ahrefs\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/ahrefs\\\/\",\"https:\\\/\\\/www.youtube.com\\\/c\\\/ahrefscom\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/c7e64c851ecc4eabb77eaefae90a440c\",\"name\":\"Mateusz Makosiewicz\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/06\\\/mateusz-makosiewicz.png8bf90d5a58159ff233b11073a8215049\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/06\\\/mateusz-makosiewicz.png\",\"contentUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/06\\\/mateusz-makosiewicz.png\",\"caption\":\"Mateusz Makosiewicz\"},\"description\":\"Marketing researcher and educator at Ahrefs. Mateusz has over 15 years of experience in marketing gained in agencies, SaaS and hardware businesses. When not writing, he's composing music or enjoying long walks.\",\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/mateusz-makosiewicz-38154b67\\\/\",\"https:\\\/\\\/x.com\\\/m_makosiewicz\"],\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/author\\\/mateusz-makosiewicz\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"18 Common Types of Marketing (Examples Included)","description":"Learn about the 18 different types of marketing you can use to grow your business.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ahrefs.com\/blog\/types-of-marketing\/","og_locale":"en_US","og_type":"article","og_title":"18 Common Types of Marketing (Examples Included)","og_description":"Use one, or some in parallel, to build your growth engine.","og_url":"https:\/\/ahrefs.com\/blog\/types-of-marketing\/","og_site_name":"SEO Blog by Ahrefs","article_publisher":"https:\/\/www.facebook.com\/Ahrefs\/","article_published_time":"2021-11-17T16:00:55+00:00","article_modified_time":"2023-10-05T07:56:37+00:00","og_image":[{"width":1920,"height":990,"url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/fb_types_of_marketing_navigation.png","type":"image\/png"}],"author":"Mateusz Makosiewicz","twitter_card":"summary_large_image","twitter_description":"Use one, or some in parallel, to build your growth engine.","twitter_creator":"@m_makosiewicz","twitter_site":"@ahrefs","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ahrefs.com\/blog\/types-of-marketing\/#article","isPartOf":{"@id":"https:\/\/ahrefs.com\/blog\/types-of-marketing\/"},"author":{"name":"Mateusz Makosiewicz","@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/c7e64c851ecc4eabb77eaefae90a440c"},"headline":"18 Common Types of Marketing (Examples Included)","datePublished":"2021-11-17T16:00:55+00:00","dateModified":"2023-10-05T07:56:37+00:00","mainEntityOfPage":{"@id":"https:\/\/ahrefs.com\/blog\/types-of-marketing\/"},"wordCount":5034,"publisher":{"@id":"https:\/\/ahrefs.com\/blog\/#organization"},"image":{"@id":"https:\/\/ahrefs.com\/blog\/types-of-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/fb_types_of_marketing_navigation.png","articleSection":["General Marketing"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/ahrefs.com\/blog\/types-of-marketing\/","url":"https:\/\/ahrefs.com\/blog\/types-of-marketing\/","name":"18 Common Types of Marketing (Examples Included)","isPartOf":{"@id":"https:\/\/ahrefs.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ahrefs.com\/blog\/types-of-marketing\/#primaryimage"},"image":{"@id":"https:\/\/ahrefs.com\/blog\/types-of-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/fb_types_of_marketing_navigation.png","datePublished":"2021-11-17T16:00:55+00:00","dateModified":"2023-10-05T07:56:37+00:00","description":"Learn about the 18 different types of marketing you can use to grow your business.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ahrefs.com\/blog\/types-of-marketing\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ahrefs.com\/blog\/types-of-marketing\/#primaryimage","url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/fb_types_of_marketing_navigation.png","contentUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/10\/fb_types_of_marketing_navigation.png","width":1920,"height":990},{"@type":"WebSite","@id":"https:\/\/ahrefs.com\/blog\/#website","url":"https:\/\/ahrefs.com\/blog\/","name":"SEO Blog by Ahrefs","description":"Link Building Strategies &amp; SEO Tips","publisher":{"@id":"https:\/\/ahrefs.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ahrefs.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/ahrefs.com\/blog\/#organization","name":"Ahrefs","url":"https:\/\/ahrefs.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/06\/ahrefs-logo.png","contentUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/06\/ahrefs-logo.png","width":2048,"height":768,"caption":"Ahrefs"},"image":{"@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/Ahrefs\/","https:\/\/x.com\/ahrefs","https:\/\/www.linkedin.com\/company\/ahrefs\/","https:\/\/www.youtube.com\/c\/ahrefscom"]},{"@type":"Person","@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/c7e64c851ecc4eabb77eaefae90a440c","name":"Mateusz Makosiewicz","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/06\/mateusz-makosiewicz.png8bf90d5a58159ff233b11073a8215049","url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/06\/mateusz-makosiewicz.png","contentUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/06\/mateusz-makosiewicz.png","caption":"Mateusz Makosiewicz"},"description":"Marketing researcher and educator at Ahrefs. Mateusz has over 15 years of experience in marketing gained in agencies, SaaS and hardware businesses. When not writing, he's composing music or enjoying long walks.","sameAs":["https:\/\/www.linkedin.com\/in\/mateusz-makosiewicz-38154b67\/","https:\/\/x.com\/m_makosiewicz"],"url":"https:\/\/ahrefs.com\/blog\/author\/mateusz-makosiewicz\/"}]}},"as_json":null,"json_reviewers":[149],"_links":{"self":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/posts\/136210","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/users\/159"}],"replies":[{"embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/comments?post=136210"}],"version-history":[{"count":0,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/posts\/136210\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/media\/136212"}],"wp:attachment":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/media?parent=136210"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/categories?post=136210"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/tags?post=136210"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/coauthors?post=136210"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}