marketing strategies part 2 of 2

An introduction to different strategies that marketers can use in their

marketing efforts. From definitions to facts as well as to examples of usage.

Table of Contents: Page Title: Page Number:

Affinity Marketing 3

Behavioral Marketing 11

Brick & Mortar Marketing 18

Business to Business Marketing 28

Business to Consumer Marketing 38

Cause Marketing 49

Celebrity Marketing 59

Consumer Generated Marketing 69

Content Marketing 78

Direct Marketing 88

E-commerce Marketing 98

Email Marketing 112

Ethical Marketing 125

Geo-marketing 135

Page Title: Page Number:

Inbound Marketing 148

Influencer Marketing 158

Interactive Marketing 167

Mobile Marketing 177

Neuromarketing 186

Niche Marketing 197

Outbound Marketing 205

Personalized Marketing 214

Relationship Marketing 222

Search Marketing 230

Viral Marketing 239

Word-of-Mouth Marketing 246

Work Cited 253

Marketing Strategies:

Geo-marketing:This is not a short-term

marketing strategy, nor is it a campaign by itself

It is a tool marketers use to determine strategies and

create campaigns—a method of handling data that creates

insights into the market environment

Uses location knowledge to frame marketing efforts, using

digital mapping to organize and display data for review

and decision-making

The digital map allows marketers to analyze data by geographic region or specific

physical location

Compiled By Author from: marketing-schools.org

Definition:



Digital technology, with location data available through social media and

mobile devices, will only help this

continue to increase power and capability

Spatial analysis of data gathered

through this can promote multiple

goals

Maps need to be regularly updated,

customer data needs to be kept current, and quality-control

measures need to be employed to ensure

accurate data

Many companies contract out map maintenance to

groups that specialize in geo-

marketing software and development

Geo-marketing: Facts



Geo-marketing Shows:

Customer locations

How different customer segments are distributed in a

region

What distribution routes are working at

capacity

What kind of market share a company has

versus its competitors

Geo-marketing: How to



An Effective Campaign will Apply the Information to Multiple Levels, Including:

Identifying New Markets, and

Establishing/Dividing Sales Territories

Logistic Organization, Such as Plotting Delivery

and Distribution Zones

Planning Locations for New Stores,

Billboard Advertising, WiFi

Towers, ATMs




Geo-marketing and data

collection should be integrated

with online media

Geo-listing on search engines

may include offers, coupons,

consumer reviews, photos

and videos

A company needs to manage and

maintain each of these

components

The same integration should

take place with mobile devices,

including mobile versions of the

company website, and other

applications

Providing value to these services increases the

subscription base and the database for future analysis




Cell phone companies and other mobile-service providers are best

suited for using this

Geo-marketing can still be used by virtually any business, since digital technology has made it

affordable for even small companies to implement

Geographic Information Software (GIS) can be purchased for

analysis and data to feed this software can be collected through

business activity

Geo-marketing: Users



Local Customers:

Geo-marketing can identify the customers within an hour’s drive for the

purposes of sending flyers

It can tell you what areas show the most demand for your business’s

products or services

It can determine the best places for purchasing billboard advertisements, based upon the residences and traffic

patterns of their customer base

Geo-marketing: Customers


Example:

Geo-marketing is used by an array of different customers and used by many companies

Local business listings—on search engines may include offers, coupons, consumer reviews, photos and videos

Large firms use database marketing and can apply most of their existing data to geo-marketing


Geo-marketing:


Influencer Marketing:

Involves marketing products and services to those who

have a sway over the things others buy

This market influence typically stems from an individual's expertise,

popularity, or reputation

Marketing to an audience of influencers is similar to word of mouth marketing, but it

doesn’t rely strictly on explicit recommendations

Influence can come from a wide range of places

Any person, group, brand, or place could potentially be

an influencer


Definition:



Bloggers have become

important influencers

because they are seen as

authentic and have loyal followings

By using influencers,

companies can avoid much of the cynicism

and skepticism that is

directed at straight forward

marketing messages

This form of marketing is

unique because it

appeals to the needs of the

influencer rather than

the customer

Companies must give

influencers respect and

form open and organic

relationships for the

influencer to endorse a product

The only major

drawback of influencer

marketing is that it isn't as

controllable as traditional marketing

Influencers who

encounter legal trouble or fall out of

the public light might negatively

impact a product's chance of

success

Marketers must prepare to deal with

negative fallout if the influencers

they use misrepresent

or rejects their products

Influencer Marketing: Facts



• Digital tools like SocMetrics make it easy for companies to analyze the most influential social media profiles based on demographic data

Identify the Most Relevant Influencers:

• Try to develop a relationship with an influencer before asking them to advocate for a product or company

Form a Relationship with Influencers:

• Deliver content and advertising material to influencers in the format that is more convenient for them Find your Influencers Preferences:

• The FTC requires that any and all material connections be disclosedAbide by Regulations:

• Influencers are more likely to share content with their followers if it is easy for them to integrate into their blogs, Facebook pages, and other portalsMake it Easy to Access Content:

• There is the tendency to think only of Facebook, YouTube, and Twitter when thinking about social media

Don't Neglect Minor Social Networking Sites

Influencer Marketing: Strategies



Set up goals that are less about increasing sales and more about increasing buzz and

public awareness

Goals must be defined in measurable terms,

spelling them out helps them be accomplished

Then identify the influencers you want to contact by researching

demographics and target markets

Simple searches of Google and Facebook

can reveal who has influence over

consumers

Influencer Marketing: How to



Carefully studying the influencer's preference makes them easier to reach

out to them

When the company is ready to contact the influencer, they will communicate

through social media or some other informal means

The goal is to form a relationship that is not based entirely on endorsing and

selling

Influencers who are treated with respect become genuine advocates for the

companies they write about

Companies analyze the influencers habits

Influencer Marketing: How to



Any business, regardless of the industry they are in, can benefit

from creating a conversation around their products

Small businesses might use inexpensive online strategies to

connect with influencers

Larger companies develop comprehensive influencer

marketing strategies that stretch across platforms

Influencer Marketing: Users


Example:

Redwood Creek Wine created a social platform called Blaze the trail to help position the brand as sustainable & natural

La Canse Beef set up a website to educate consumers about benefits of grass fed beef

General Motors made an exclusive web site for consumers with a deep knowledge of the brand


Influencer Marketing:


Neuromarketing:

It is the formal study of the brain's responses to advertising and branding, and the adjustment of those messages based

on feedback to elicit even better responses

Researchers use technologies such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) to measure specific

types of brain activity in response to advertising messages

With this information, companies learn why consumers make the decisions they do, and what

parts of the brain are motivating them to do so


Definition:



The technology involved in

neuromarketing is highly sophisticated, the premise is simple:

consumers can lie; statistics don’t

Even if consumers aren’t lying, they very

often may not properly articulate

what they’re thinking

It’s estimated that 95% of all thought

occurs in our subconscious minds—

which traditional research methods

can’t measure

Neuromarketing:



Nucleus Accumbens:

Creates the expectation of

pleasure

Prefrontal Cortex:

Controls higher thinking

Hippocampus:

Assists with memory

Insula:

Anticipates (and avoids)

painful stimuli

Mesial Prefrontal

Cortex:

Registers disappointment when a hoped-

for reward doesn’t

materialize

Neuromarketing: Parts of the Brain to Stimulate or not



Be Visual:

Don’t just tell

consumers about a

product; show it

Close Strong:

People pay the most

attention at the

beginning and end of an ad and

this will help ensure

memory storage

Don’t Use “we,” or Talk About your

Corporation:

Focus on your

customers’ pain point, not yours

Get to the Point:

Your message is competing with about

10,000 other messages

sent to the brain daily

Keep it Concrete:

Ads with facial

expressions, which help

decode people’s

intentions, are one

example

Use Emotion:

Surprise, laughter, fear, and anger all

cause disruption—

and thus, trigger

memory

Neuromarketing: Principals



Their work heavily affects the visible part of advertising, but they focus primarily on

the “back end” work

They are more concerned with studying the emotions and memories triggered by

marketing messages

It focuses on individual marketing test subjects—

usually no more than a few dozen, and over an extended

period of time

MRI and EEG machines are used to monitor participants’ brain activity before, during,

and after exposure to neuromarketing techniques

Neuromarketing: How to



It depends on a process known as priming—an electrochemical reaction set off whenever a topic is first introduced

Priming allows the brain to recall everything it knows about the specific topic

Even before the conscious mind becomes aware of a stimulus, the subconscious mind has already begun to process it and respond—all in the course of a single second

Neuromarketing is concerned with the second when a response is first formed




Once a consumer's brain is primed, new information/stimuli is introduced to allow the brain to

compare this new information with what it already knows

Then it forms and expresses conscious

opinions about the product itself

This information is compared to the

information already compiled in the priming

stage

Once all the data has been collected, the marketing campaign itself becomes

more like any “traditional” marketing campaign

Based on neural and sensory data collected, the

marketing team will develop and adjust the

campaign in order to create maximum engagement, and memory retention




Neuromarketing is very expensive so it is

primarily used by large (or at least heavily

subsidized) companies and organizations

Even with it skeptics and detractors

neuromarketing has already captured the market’s imagination

As researchers conduct more studies in the

field, further refinements—and

possibly legislation will further enhance and

define neuromarketing strategies in the future

Neuromarketing: Users



It’s a flexible method to determine customer preferences and brand loyalty

It can be applied to nearly anyone who has developed an opinion about a product or company

Neuromarketing measures positive and memorable impacts in the minds of customers

Sensory devices that create or evoke memories, are effective ways companies can attract consumers

Neuromarketing: Customers


Example:

Google and MediaVest partnered with biometrics researcher NeuroFocus

Gauged how users responded to their InVideo advertisements (the semi-transparent overlay ads on YouTube)

Forty participants’ sensory responses were scored along: attention, emotional engagement, and effectiveness


Neuromarketing:

Work Cited:

• "11 Examples of B2C Campaigns That B2B Marketers Can Learn From." HubSpot Blog Homepage. N.p., n.d. Web. 30 Jan. 2017. <https://blog.hubspot.com/agency/b2c-campaigns-b2b-marketers-learn#sm.00001xegrjmb6hf6ewd8obblv44c6>.

• "52 Types of Marketing Strategies." Cultbrandingcom RSS. N.p., n.d. Web. 30 Jan. 2017. <http://cultbranding.com/ceo/52-types-of-marketing-strategies>.

• "Definition of a Brick and Mortar Retailer." Chron.com. N.p., n.d. Web. 30 Jan. 2017. <http://smallbusiness.chron.com/definition-brick-mortar-retailer-13628.html>.

• "Examples of Direct Marketing Campaigns." Chron.com. N.p., n.d. Web. 30 Jan. 2017. <http://smallbusiness.chron.com/examples-direct-marketing-campaigns-24087.html>.

• Orfao, Tyler. "5 Examples of 'Permissive' Outbound Marketing Techniques." HubSpot Blog Homepage. N.p., n.d. Web. 30 Jan. 2017. <https://blog.hubspot.com/blog/tabid/6307/bid/21706/5-Examples-of-Permissive-Outbound-Marketing-Techniques.aspx#sm.00001xegrjmb6hf6ewd8obblv44c6>.

• "Types of Marketing | Explore the various types of marketing strategies used by professionals." Types of Marketing . N.p., n.d. Web. 30 Jan. 2017. <http://www.marketing-schools.org/types-of-marketing.html>.

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