co-marketing

Co-Marketing

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  • Co-marketing, also known as joint marketing or marketing partnership, is a strategic alliance between two or more brands to jointly promote products, services, or campaigns.
  • It involves the sharing of resources, such as marketing budgets, expertise, and reach, to create and execute marketing initiatives.
  • Co-marketing allows brands to leverage each other’s strengths and target a larger, more diverse audience.

The Mechanics of Co-Marketing

  • Co-marketing partnerships can take various forms, including co-branded content, co-hosted events, joint advertising campaigns, or product collaborations.
  • Brands may contribute resources such as content, email lists, social media reach, or financial support to the partnership.
  • The primary goal of co-marketing is to generate mutual benefits, including increased brand visibility, lead generation, and revenue growth.

The Benefits of Co-Marketing

1. Expanded Reach and Audience

  • Co-marketing partnerships enable brands to reach a broader audience by tapping into each other’s customer bases and networks.
  • Access to the partner’s existing audience can result in increased brand exposure and awareness.
  • Targeting a larger and more diverse audience can lead to higher lead generation and conversion rates.

2. Cost-Effective Marketing

  • Sharing marketing expenses with a partner can be cost-effective for both brands.
  • Co-marketing allows brands to pool their resources, reducing the financial burden of marketing campaigns.
  • Brands can achieve better ROI by reaching a wider audience without significantly increasing their marketing budgets.

3. Enhanced Credibility and Trust

  • Partnering with a reputable and complementary brand can enhance your own brand’s credibility and trustworthiness.
  • Customers are more likely to trust recommendations or endorsements from a brand they already trust.
  • The association with a trusted partner can lead to higher customer confidence and loyalty.

4. Creative Synergy

  • Co-marketing often encourages creativity and innovation in marketing strategies.
  • Collaborative brainstorming and idea generation can lead to unique and engaging marketing campaigns.
  • The combined expertise of both partners can result in more compelling content and messaging.

5. Diverse Content

  • Co-marketing partnerships can help brands diversify their content offerings.
  • Brands can collaborate on various content types, such as blog posts, webinars, videos, and whitepapers.
  • Diverse content helps keep audiences engaged and interested.

Challenges in Co-Marketing

1. Partner Alignment

  • Ensuring that both partners align in terms of values, objectives, and customer service standards is essential.
  • Misalignment may result in discrepancies in messaging, customer support, or brand representation.
  • Clear communication and shared goals are critical to address this challenge.

2. Resource Allocation

  • Deciding how resources, including marketing budgets and personnel, will be allocated within the partnership can be a source of contention.
  • Partners may have different expectations regarding the level of investment or effort required.
  • Establishing clear resource-sharing agreements is necessary to avoid conflicts.

3. Creative Differences

  • Creative differences in campaign development or content creation can hinder the success of co-marketing initiatives.
  • Differing brand voices, styles, or messaging can lead to disjointed or confusing marketing materials.
  • Effective collaboration and compromise are essential to overcome creative challenges.

4. Measuring Success

  • Defining and measuring the success of a co-marketing campaign can be challenging.
  • Metrics may vary between partners, making it difficult to assess the overall impact of the partnership.
  • Establishing clear KPIs and success criteria upfront is crucial.

Strategies for Successful Co-Marketing

1. Partner Selection and Alignment

  • Choose co-marketing partners that share similar values, target audiences, and objectives.
  • Ensure that the partner’s reputation and industry presence align with your brand.
  • Establish clear goals and expectations for the partnership.

2. Clear Communication and Planning

  • Maintain open and transparent communication with co-marketing partners.
  • Collaboratively plan and strategize campaigns to ensure alignment and shared vision.
  • Define roles, responsibilities, and timelines to avoid misunderstandings.

3. Resource Allocation and Budgeting

  • Determine how resources, including budget, personnel, and content, will be allocated.
  • Agree on financial contributions, content creation responsibilities, and promotional efforts.
  • Establish a fair and equitable resource-sharing arrangement.

4. Define Success Metrics

  • Clearly define the key performance indicators (KPIs) and success criteria for the co-marketing campaign.
  • Set measurable goals for metrics such as lead generation, website traffic, conversions, or brand exposure.
  • Regularly track and evaluate campaign performance against these metrics.

5. Create Compelling and Valuable Content

  • Collaborate on content creation that provides value to your target audience.
  • Develop content that addresses common pain points, challenges, or interests shared by both brands’ audiences.
  • Ensure that co-branded content is authentic, engaging, and aligned with both brand voices.

6. Promotion and Distribution

  • Coordinate the promotion and distribution of co-marketing content across multiple channels.
  • Leverage each partner’s marketing channels, including websites, email lists, social media, and newsletters.
  • Implement a coordinated promotion schedule to maximize reach and engagement.

7. Monitor and Optimize

  • Continuously monitor the performance of co-marketing campaigns and gather feedback.
  • Analyze data to identify areas for improvement and optimization.
  • Be willing to make adjustments and refinements to enhance campaign effectiveness.

Real-Life Co-Marketing Success Stories

1. Airbnb and Airbnb Experiences

  • Airbnb partners with local businesses and entrepreneurs to offer unique travel experiences.
  • The co-marketing partnership allows Airbnb to tap into the expertise and offerings of local hosts.
  • This collaboration enhances the overall travel experience for Airbnb customers and supports local economies.

2. Coca-Cola and McDonald’s

  • Coca-Cola and McDonald’s have a long-standing co-marketing partnership.
  • McDonald’s exclusively serves Coca-Cola products in its restaurants, and the partnership includes various joint promotions.
  • This collaboration has contributed to the success of both brands and created memorable experiences for customers.

3. HubSpot and LinkedIn

  • HubSpot and LinkedIn collaborated on an integrated marketing campaign aimed at helping businesses generate leads.
  • The partnership involved a combination of LinkedIn advertising and HubSpot’s inbound marketing software.
  • The campaign provided valuable resources to businesses and increased both brand’s visibility and engagement.

4. GoPro and Red Bull

  • GoPro and Red Bull have a partnership centered around extreme sports and content creation.
  • The collaboration involves using GoPro cameras to capture Red Bull-sponsored events.
  • This partnership has resulted in thrilling content that resonates with both brands’ audiences.

Measuring and Sustaining Co-Marketing Success

Measuring Co-Marketing Success

  • Utilize defined KPIs and success metrics to evaluate the effectiveness of co-marketing campaigns.
  • Collect feedback from customers and partners to assess satisfaction and identify areas for improvement.
  • Analyze data and performance insights to track progress and make data-driven decisions.

Sustaining Co-Marketing Success

  • Continuously nurture and evolve co-marketing partnerships, even during periods of stability.
  • Adapt to changing partner needs and market conditions.
  • Foster strong relationships with partners through ongoing communication and engagement.

Conclusion

Co-marketing is a dynamic and effective strategy for businesses looking to expand their reach, share resources, and create compelling marketing campaigns. By collaborating with complementary brands, setting clear goals, and maintaining open communication, businesses can unlock the potential of co-marketing partnerships. While challenges may arise, the benefits of successful co-marketing can far outweigh the risks, leading to increased brand visibility, lead generation, and revenue growth. In today’s competitive marketplace, co-marketing is not just a marketing tactic; it’s a strategic imperative for businesses looking to thrive and remain relevant. Remember, the right co-marketing partnership can amplify your brand’s reach and create a lasting impact on your target audience.

Related FrameworksDescriptionWhen to Apply
Strategic Partnerships– Collaborative agreements between two or more organizations to pursue mutual goals or objectives. Strategic Partnerships involve sharing resources, capabilities, and risks to create value and achieve strategic objectives that would be difficult or impossible to accomplish independently.– When seeking to expand market reach, access new markets, or leverage complementary strengths. – Forming Strategic Partnerships to capitalize on synergies, share costs, and accelerate growth effectively.
Joint Ventures– Business arrangements where two or more parties establish a separate entity to undertake a specific project or venture together. Joint Ventures allow partners to combine resources, expertise, and assets to pursue opportunities while sharing risks, investments, and rewards.– When pursuing opportunities that require significant investments or expertise beyond the capabilities of individual partners. – Establishing Joint Ventures to pursue strategic initiatives, enter new markets, or develop innovative products or services effectively.
Co-Branding– A marketing strategy where two or more brands collaborate to create a product or service that leverages the strengths and equity of each partner. Co-Branding aims to capitalize on shared values, target audiences, or market opportunities to enhance brand visibility, credibility, and appeal.– When seeking to enhance brand recognition, differentiate offerings, or target new customer segments. – Implementing Co-Branding initiatives to leverage partner strengths, expand market reach, and drive sales effectively.
Affiliate Marketing– A performance-based marketing strategy where businesses reward affiliates for driving traffic, leads, or sales to their website or products. Affiliate Marketing programs enable businesses to leverage the reach and influence of affiliates to reach new audiences and generate revenue on a pay-for-performance basis.– When aiming to increase online sales, expand brand visibility, or drive website traffic cost-effectively. – Establishing Affiliate Marketing programs to recruit affiliates, track performance, and optimize partnerships effectively.
Channel Partnerships– Collaborative relationships between manufacturers, suppliers, or service providers and intermediaries such as distributors, retailers, or resellers to distribute products or services to end customers. Channel Partnerships enable businesses to extend their reach, access new markets, and leverage the distribution networks of partners.– When seeking to scale distribution, penetrate new markets, or enhance customer access and convenience. – Forming Channel Partnerships to align incentives, support channel partners, and drive sales growth effectively.
Cross-Promotion– A marketing strategy where two or more businesses promote each other’s products or services to their respective customer bases. Cross-Promotion involves exchanging visibility, access, or endorsements to drive mutual benefits such as increased brand awareness, customer acquisition, or sales.– When seeking to leverage partner audiences, enhance brand visibility, or reach new customer segments. – Executing Cross-Promotion campaigns to engage partner audiences, drive traffic, and stimulate sales effectively.
Co-Op Advertising– A marketing tactic where manufacturers or brands share advertising costs with retailers, distributors, or channel partners to promote products or services. Co-Op Advertising allows partners to leverage collective resources and budgets to amplify brand messaging and drive sales at the point of purchase.– When seeking to increase brand exposure, stimulate demand, or drive sales through retail channels. – Utilizing Co-Op Advertising programs to collaborate with partners, share marketing costs, and execute localized marketing campaigns effectively.
Lead Sharing– A cooperative arrangement where businesses exchange qualified leads or referrals with each other to drive sales or business opportunities. Lead Sharing enables partners to leverage each other’s networks, relationships, and expertise to identify and pursue potential customers or clients.– When seeking to expand lead generation efforts, access new markets, or leverage partner expertise. – Establishing Lead Sharing agreements to exchange leads, nurture relationships, and drive revenue growth effectively.
Event Sponsorships– Partnerships between businesses and events or organizations where one party provides financial or in-kind support in exchange for brand exposure, promotional opportunities, or association with the event. Event Sponsorships enable sponsors to reach target audiences, enhance brand visibility, and generate goodwill through association with popular events or causes.– When seeking to raise brand awareness, engage target audiences, or support community initiatives. – Investing in Event Sponsorships to align with brand values, enhance brand visibility, and drive positive brand perceptions effectively.
Content Collaboration– Collaborative content creation initiatives between brands, influencers, or content creators to develop and distribute valuable and engaging content to target audiences. Content Collaboration involves co-creating articles, videos, podcasts, or other multimedia content to educate, entertain, or inspire audiences and drive engagement.– When seeking to create compelling content, expand reach, or leverage partner expertise and audiences. – Engaging in Content Collaboration to create authentic, shareable content, build brand authority, and drive audience engagement effectively.

Visual Marketing Glossary

Account-Based Marketing

account-based-marketing
Account-based marketing (ABM) is a strategy where the marketing and sales departments come together to create personalized buying experiences for high-value accounts. Account-based marketing is a business-to-business (B2B) approach in which marketing and sales teams work together to target high-value accounts and turn them into customers.

Ad-Ops

ad-ops
Ad Ops – also known as Digital Ad Operations – refers to systems and processes that support digital advertisements’ delivery and management. The concept describes any process that helps a marketing team manage, run, or optimize ad campaigns, making them an integrating part of the business operations.

AARRR Funnel

pirate-metrics
Venture capitalist, Dave McClure, coined the acronym AARRR which is a simplified model that enables to understand what metrics and channels to look at, at each stage for the users’ path toward becoming customers and referrers of a brand.

Affinity Marketing

affinity-marketing
Affinity marketing involves a partnership between two or more businesses to sell more products. Note that this is a mutually beneficial arrangement where one brand can extend its reach and enhance its credibility in association with the other.

Ambush Marketing

ambush-marketing
As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Affiliate Marketing

affiliate-marketing
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Bullseye Framework

bullseye-framework
The bullseye framework is a simple method that enables you to prioritize the marketing channels that will make your company gain traction. The main logic of the bullseye framework is to find the marketing channels that work and prioritize them.

Brand Building

brand-building
Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.

Brand Dilution

brand-dilution
According to inbound marketing platform HubSpot, brand dilution occurs “when a company’s brand equity diminishes due to an unsuccessful brand extension, which is a new product the company develops in an industry that they don’t have any market share in.” Brand dilution, therefore, occurs when a brand decreases in value after the company releases a product that does not align with its vision, mission, or skillset. 

Brand Essence Wheel

brand-essence-wheel
The brand essence wheel is a templated approach businesses can use to better understand their brand. The brand essence wheel has obvious implications for external brand strategy. However, it is equally important in simplifying brand strategy for employees without a strong marketing background. Although many variations of the brand essence wheel exist, a comprehensive wheel incorporates information from five categories: attributes, benefits, values, personality, brand essence.

Brand Equity

what-is-brand-equity
The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.

Brand Positioning

brand-positioning
Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.

Business Storytelling

business-storytelling
Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.

Content Marketing

content-marketing
Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.

Customer Lifetime Value

customer-lifetime-value
One of the first mentions of customer lifetime value was in the 1988 book Database Marketing: Strategy and Implementation written by Robert Shaw and Merlin Stone. Customer lifetime value (CLV) represents the value of a customer to a company over a period of time. It represents a critical business metric, especially for SaaS or recurring revenue-based businesses.

Customer Segmentation

customer-segmentation
Customer segmentation is a marketing method that divides the customers in sub-groups, that share similar characteristics. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. Customer segments can be broken down is several ways, such as demographics, geography, psychographics and more.

Developer Marketing

developer-marketing
Developer marketing encompasses tactics designed to grow awareness and adopt software tools, solutions, and SaaS platforms. Developer marketing has become the standard among software companies with a platform component, where developers can build applications on top of the core software or open software. Therefore, engaging developer communities has become a key element of marketing for many digital businesses.

Digital Marketing Channels

digital-marketing-channels
A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

Field Marketing

field-marketing
Field marketing is a general term that encompasses face-to-face marketing activities carried out in the field. These activities may include street promotions, conferences, sales, and various forms of experiential marketing. Field marketing, therefore, refers to any marketing activity that is performed in the field.

Funnel Marketing

funnel-marketing
interaction with a brand until they become a paid customer and beyond. Funnel marketing is modeled after the marketing funnel, a concept that tells the company how it should market to consumers based on their position in the funnel itself. The notion of a customer embarking on a journey when interacting with a brand was first proposed by Elias St. Elmo Lewis in 1898. Funnel marketing typically considers three stages of a non-linear marketing funnel. These are top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Particular marketing strategies at each stage are adapted to the level of familiarity the consumer has with a brand.

Go-To-Market Strategy

go-to-market-strategy
A go-to-market strategy represents how companies market their new products to reach target customers in a scalable and repeatable way. It starts with how new products/services get developed to how these organizations target potential customers (via sales and marketing models) to enable their value proposition to be delivered to create a competitive advantage.

Greenwashing

greenwashing
The term “greenwashing” was first coined by environmentalist Jay Westerveld in 1986 at a time when most consumers received their news from television, radio, and print media. Some companies took advantage of limited public access to information by portraying themselves as environmental stewards – even when their actions proved otherwise. Greenwashing is a deceptive marketing practice where a company makes unsubstantiated claims about an environmentally-friendly product or service.

Grassroots Marketing

grassroots-marketing
Grassroots marketing involves a brand creating highly targeted content for a particular niche or audience. When an organization engages in grassroots marketing, it focuses on a small group of people with the hope that its marketing message is shared with a progressively larger audience.

Growth Marketing

growth-marketing
Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

guerrilla-marketing
Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Hunger Marketing

hunger-marketing
Hunger marketing is a marketing strategy focused on manipulating consumer emotions. By bringing products to market with an attractive price point and restricted supply, consumers have a stronger desire to make a purchase.

Integrated Communication

integrated-marketing-communication
Integrated marketing communication (IMC) is an approach used by businesses to coordinate and brand their communication strategies. Integrated marketing communication takes separate marketing functions and combines them into one, interconnected approach with a core brand message that is consistent across various channels. These encompass owned, earned, and paid media. Integrated marketing communication has been used to great effect by companies such as Snapchat, Snickers, and Domino’s.

Inbound Marketing

inbound-marketing
Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Integrated Marketing

integrated-marketing
Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.

Marketing Mix

marketing-mix
The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

Marketing Myopia

marketing-myopia
Marketing myopia is the nearsighted focus on selling goods and services at the expense of consumer needs. Marketing myopia was coined by Harvard Business School professor Theodore Levitt in 1960. Originally, Levitt described the concept in the context of organizations in high-growth industries that become complacent in their belief that such industries never fail.

Marketing Personas

marketing-personas
Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.

Meme Marketing

meme-marketing
Meme marketing is any marketing strategy that uses memes to promote a brand. The term “meme” itself was popularized by author Richard Dawkins over 50 years later in his 1976 book The Selfish Gene. In the book, Dawkins described how ideas evolved and were shared across different cultures. The internet has enabled this exchange to occur at an exponential rate, with the first modern memes emerging in the late 1990s and early 2000s.

Microtargeting

microtargeting
Microtargeting is a marketing strategy that utilizes consumer demographic data to identify the interests of a very specific group of individuals. Like most marketing strategies, the goal of microtargeting is to positively influence consumer behavior.

Multi-Channel Marketing

multichannel-marketing
Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Multi-Level Marketing

multilevel-marketing
Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.

Net Promoter Score

net-promoter-score
The Net Promoter Score (NPS) is a measure of the ability of a product or service to attract word-of-mouth advertising. NPS is a crucial part of any marketing strategy since attracting and then retaining customers means they are more likely to recommend a business to others.

Neuromarketing

neuromarketing
Neuromarketing information is collected by measuring brain activity related to specific brain functions using sophisticated and expensive technology such as MRI machines. Some businesses also choose to make inferences of neurological responses by analyzing biometric and heart-rate data. Neuromarketing is the domain of large companies with similarly large budgets or subsidies. These include Frito-Lay, Google, and The Weather Channel.

Newsjacking

newsjacking
Newsjacking as a marketing strategy was popularised by David Meerman Scott in his book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Newsjacking describes the practice of aligning a brand with a current event to generate media attention and increase brand exposure.

Niche Marketing

microniche
A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.

Push vs. Pull Marketing

push-vs-pull-marketing
We can define pull and push marketing from the perspective of the target audience or customers. In push marketing, as the name suggests, you’re promoting a product so that consumers can see it. In a pull strategy, consumers might look for your product or service drawn by its brand.

Real-Time Marketing

real-time-marketing
Real-time marketing is as exactly as it sounds. It involves in-the-moment marketing to customers across any channel based on how that customer is interacting with the brand.

Relationship Marketing

relationship-marketing
Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

Reverse Marketing

reverse-marketing
Reverse marketing describes any marketing strategy that encourages consumers to seek out a product or company on their own. This approach differs from a traditional marketing strategy where marketers seek out the consumer.

Remarketing

remarketing
Remarketing involves the creation of personalized and targeted ads for consumers who have already visited a company’s website. The process works in this way: as users visit a brand’s website, they are tagged with cookies that follow the users, and as they land on advertising platforms where retargeting is an option (like social media platforms) they get served ads based on their navigation.

Sensory Marketing

sensory-marketing
Sensory marketing describes any marketing campaign designed to appeal to the five human senses of touch, taste, smell, sight, and sound. Technologies such as artificial intelligence, virtual reality, and the Internet of Things (IoT) are enabling marketers to design fun, interactive, and immersive sensory marketing brand experiences. Long term, businesses must develop sensory marketing campaigns that are relevant and effective in eCommerce.

Services Marketing

services-marketing
Services marketing originated as a separate field of study during the 1980s. Researchers realized that the unique characteristics of services required different marketing strategies to those used in the promotion of physical goods. Services marketing is a specialized branch of marketing that promotes the intangible benefits delivered by a company to create customer value.

Sustainable Marketing

sustainable-marketing-green-marketing
Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.

Word-of-Mouth Marketing

word-of-mouth-marketing
Word-of-mouth marketing is a marketing strategy skewed toward offering a great experience to existing customers and incentivizing them to share it with other potential customers. That is one of the most effective forms of marketing as it enables a company to gain traction based on existing customers’ referrals. When repeat customers become a key enabler for the brand this is one of the best organic and sustainable growth marketing strategies.

360 Marketing

360-marketing
360 marketing is a marketing campaign that utilizes all available mediums, channels, and consumer touchpoints. 360 marketing requires the business to maintain a consistent presence across multiple online and offline channels. This ensures it does not miss potentially lucrative customer segments. By its very nature, 360 marketing describes any number of different marketing strategies. However, a broad and holistic marketing strategy should incorporate a website, SEO, PPC, email marketing, social media, public relations, in-store relations, and traditional forms of advertising such as television.

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