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 – 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.
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 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.
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 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.
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 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.
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.
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.
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 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 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 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.
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 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 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.
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 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.
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.
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.
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 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 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 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 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 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 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 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.
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 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 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 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 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.
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 (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”.
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 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 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.
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.
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 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 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 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 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 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 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 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 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 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.
Key Highlights
Account-Based Marketing (ABM): A strategy where marketing and sales create personalized buying experiences for high-value accounts in the B2B sector.
Ad Ops (Digital Ad Operations): Systems and processes supporting the delivery and management of digital advertisements.
AARRR Funnel: A simplified model coined by Dave McClure to understand metrics and channels at each stage of the customer journey.
Affinity Marketing: Partnerships between businesses to sell more products and extend reach and credibility.
Ambush Marketing: Covert and unexpected brand advertising at events without paying for the right to do so.
Affiliate Marketing: Affiliates earn a commission for selling another person’s or company’s products.
Brand Building: Activities to build a recognizable brand identity.
Brand Dilution: Brand equity diminishes due to an unsuccessful brand extension.
Brand Essence Wheel: A templated approach to understanding the brand’s essence, including attributes, benefits, values, personality, and more.
Brand Equity: The premium customers are willing to pay for a brand due to perception.
Brand Positioning: Creating a mental real estate in the minds of the target market.
Business Storytelling: Framing the story of the organization to influence its brand and build long-term relationships.
Content Marketing: Using content to attract and convert a targeted audience.
Customer Lifetime Value (CLV): Represents the value of a customer to a company over time.
Customer Segmentation: Dividing customers into sub-groups with similar characteristics.
Developer Marketing: Tactics to grow awareness and adoption of software tools and platforms among developers.
Digital Marketing Channels: Marketing channels for reaching potential customers via electronic means.
Field Marketing: Face-to-face marketing activities performed in the field.
Funnel Marketing: Marketing strategies aligned with the customer journey stages.
Go-To-Market Strategy: Marketing strategy to launch new products and reach target customers.
Greenwashing: Deceptive marketing with unsubstantiated claims about environmentally-friendly products or services.
Grassroots Marketing: Creating targeted content for a specific niche or audience.
Growth Marketing: Rapid experimentation to unlock growth quickly and effectively.
Guerrilla Marketing: Unconventional and high-impact advertising tactics.
Hunger Marketing: Manipulating consumer emotions by offering attractive prices with restricted supply.
Integrated Communication (IMC): Coordinating and branding communication strategies across various channels.
Inbound Marketing: Attracting customers through content and experiences that provide value.
Integrated Marketing: Delivering consistent and relevant content across all marketing channels.
Marketing Mix: A complete and effective marketing plan, traditionally including the four Ps: price, product, promotion, and place.
Marketing Myopia: Focusing on selling goods at the expense of consumer needs.
Marketing Personas: Overviews of key segments of the target audience.
Meme Marketing: Using memes to promote a brand.
Microtargeting: Utilizing consumer demographic data to identify the interests of specific groups.
Multi-Channel Marketing: Executing a marketing strategy across multiple platforms to reach more consumers.
Multi-Level Marketing (MLM): Selling products through person-to-person sales and recruiting distributors.
Net Promoter Score (NPS): A measure of a product or service’s ability to attract word-of-mouth advertising.
Neuromarketing: Using brain activity data to understand consumer responses.
Newsjacking: Aligning a brand with a current event to generate media attention.
Niche Marketing: Targeting a specific subset of potential customers within a niche.
Push vs. Pull Marketing: Differentiating between promoting a product to consumers (push) and consumers seeking out a product (pull).
Relationship Marketing: Forming long-term relationships with customers to increase loyalty and engagement.
Reverse Marketing: Encouraging consumers to seek out a product or company on their own.
Remarketing: Creating personalized ads for consumers who have visited a company’s website.
Sensory Marketing: Designing marketing campaigns that appeal to the five human senses.
Services Marketing: Promoting the intangible benefits delivered by a company.
Sustainable Marketing (Green Marketing): Investing in social and environmental initiatives as part of a marketing strategy.
Word-of-Mouth Marketing: Focused on offering a great experience to existing customers to incentivize them to share the brand with others.
360 Marketing: Utilizing all available mediums, channels, and touchpoints to maintain a consistent presence.
Marketing Concept
Description
When to Use
Advantages
Drawbacks
Account-Based Marketing
Strategy involving marketing and sales collaboration to create personalized experiences for high-value accounts.
Used in B2B settings to target and convert high-value accounts into customers.
Enhances personalization and targeting for key accounts. Improves alignment between marketing and sales teams. Increases the likelihood of winning high-value deals.
Requires significant coordination between marketing and sales teams. Focuses primarily on a select group of high-value accounts, potentially neglecting other segments.
Ad Ops (Digital Ad Operations)
Processes supporting digital ad delivery and management, integrating ads into business operations.
Essential in digital advertising to manage, optimize, and run ad campaigns effectively.
Ensures efficient ad campaign execution and monitoring. Facilitates seamless integration of digital advertising into business operations. Enhances the overall effectiveness of digital advertising efforts.
Complexity can arise from managing various digital advertising channels and technologies. Changes in ad platforms and regulations may require constant adaptation.
AARRR Funnel
A model (AARRR) for tracking user progress from acquisition to becoming customers and referrers, coined by Dave McClure.
Utilized to understand and optimize user journeys at different stages, guiding marketing efforts.
Provides a clear framework for tracking user progress and engagement. Helps identify and prioritize key metrics at each stage of the customer journey. Aids in improving conversion rates and customer retention.
Overemphasis on specific metrics at each stage may lead to tunnel vision and neglect of other important factors. Requires careful interpretation and context consideration to derive actionable insights.
Affinity Marketing
Partnership between businesses to sell more products, leveraging mutual benefits.
Effective for expanding reach and credibility by associating with complementary brands.
Expands market reach and customer base through partnerships. Enhances brand credibility and trust through association with trusted partners. Facilitates cross-promotion and access to new customer segments.
Dependence on partner brands’ reputation and performance. Potential conflicts or disagreements between partner brands. The success of affinity marketing depends on the compatibility and trust between partners.
Ambush Marketing
Covert brand awareness efforts at events without official sponsorship.
Often used to capitalize on events’ publicity without paying for official sponsorship rights.
Can generate brand exposure and attention without significant sponsorship costs. Offers a creative and unexpected approach to marketing. May exploit competitors’ event investments.
Risk of legal issues and backlash from event organizers or sponsors. May damage brand reputation if perceived as unethical or opportunistic. Limited to events where ambush marketing tactics can be deployed effectively.
Affiliate Marketing
Process where affiliates earn commissions for selling another company’s products.
Suitable for businesses looking to expand their reach and sales through incentivized promotion by affiliates.
Allows businesses to leverage the promotional efforts of affiliates. Provides a cost-effective way to increase sales and marketing efforts. Affiliates earn commissions for successful sales, incentivizing performance.
Managing and monitoring affiliate relationships can be time-consuming. Quality and authenticity of affiliate promotions may vary. Dependence on affiliates’ marketing skills and strategies.
Bullseye Framework
Method for prioritizing marketing channels to gain traction effectively.
Used when determining the most effective marketing channels for a company’s growth strategy.
Helps identify and prioritize marketing channels based on their effectiveness. Promotes focused and efficient allocation of marketing resources. Encourages experimentation and optimization to find the best-performing channels.
Requires continuous assessment and adjustment as market dynamics change. Limited to identifying marketing channels and may not address other aspects of marketing strategy. Effectiveness depends on accurate data and analysis.
Brand Building
Activities to establish a recognizable brand identity based on core values and trust.
Essential for creating brand recognition and trust among target audiences.
Establishes a strong brand identity that can be easily recognized and trusted. Builds long-term relationships between the brand and stakeholders. Promotes consistency in brand messaging and communication.
Brand building efforts may require significant time and investment before yielding results. Maintaining brand consistency across all touchpoints can be challenging. Success depends on effectively conveying core values and building trust.
Brand Dilution
Occurs when a brand’s equity decreases due to unsuccessful brand extensions.
Relevant when considering brand extensions into new product categories.
Raises awareness about potential risks of brand extensions that do not align with the brand’s identity or expertise. Encourages careful consideration of brand extension strategies. Helps protect the brand’s equity and reputation.
Failure to address brand dilution risks can lead to brand identity erosion. Brand extension attempts that do not align with the brand’s core competencies can damage the brand’s reputation. Effective prevention requires thorough market research and strategic planning.
Brand Essence Wheel
Templated approach to better understand a brand by categorizing attributes, benefits, values, personality, and essence.
Useful for simplifying brand understanding for employees and external stakeholders.
Provides a structured framework for analyzing and defining a brand’s characteristics and identity. Helps align brand messaging and values internally and externally. Facilitates clear communication of brand attributes and essence.
The effectiveness of the brand essence wheel depends on accurate data and analysis. May not address all aspects of branding and may require additional tools or methods for a comprehensive brand strategy.
Brand Equity
Premium customers are willing to pay for a product due to its perceived value and differentiation.
A key metric for assessing the value and strength of a brand in the marketplace.
Reflects a brand’s competitive advantage and ability to command premium prices. Influences consumer choices based on perceived quality and trust. Indicates the strength of a brand’s reputation and customer loyalty.
Measuring brand equity accurately can be challenging and subjective. Brand equity can be vulnerable to negative events or reputation damage. Maintaining and enhancing brand equity requires ongoing investment and consistent brand management.
Brand Positioning
Creating a distinct mental space in the target audience’s mind and gaining a competitive advantage.
Applicable when seeking to differentiate a brand and influence consumer perceptions.
Establishes a unique and memorable brand identity in the minds of consumers. Provides a competitive edge in crowded markets. Acts as a barrier to switching for loyal customers. Influences consumer preferences and purchasing decisions.
Successful brand positioning requires a deep understanding of the target audience and market dynamics. Consistency is crucial in maintaining the desired brand position. Changes in market trends may require brand repositioning.
Business Storytelling
Critical for framing an organization’s story and influencing its brand identity.
Integral when developing a business model and brand identity for long-term identification and connection with stakeholders.
Shapes the narrative and identity of the organization. Enables people to connect and identify with the company’s story. Enhances brand authenticity and emotional resonance. Differentiates the brand and fosters long-term relationships.
Crafting compelling and authentic brand stories can be challenging. Storytelling must align with the company’s values and mission. Consistency in storytelling across all communication channels is essential.
Content Marketing
Leverages various content formats (text, audio, video, etc.) to attract and convert a targeted audience.
Effective in building a strong brand and converting a portion of the audience into potential customers.
Focuses on providing valuable content to engage and educate the target audience. Builds brand authority and trust through informative and relevant content. Converts engaged audiences into potential customers and loyal followers.
Requires consistent content production and distribution efforts. Results may take time to materialize, and the content must remain relevant. Competition in content marketing is high, necessitating creativity and differentiation.
Customer Lifetime Value
Represents the value of a customer to a company over a period, critical for SaaS and recurring revenue businesses.
Essential for understanding and optimizing customer relationships in businesses with recurring revenue models.
Provides insights into the long-term value of customers to the business. Guides customer acquisition and retention strategies. Helps allocate resources effectively to maximize customer lifetime value.
Calculating CLV accurately can be complex and may involve various assumptions. Different customer segments may have varying CLV profiles. Changes in customer behavior and market dynamics can impact CLV calculations.
Customer Segmentation
Divides customers into sub-groups based on shared characteristics to tailor marketing efforts.
Useful for focusing marketing strategies, product development, and communication on specific customer segments.
Enables tailored marketing strategies and messaging for different customer groups. Enhances product development by addressing specific segment needs. Increases marketing efficiency by targeting audiences with higher relevance.
Requires comprehensive data and analysis to segment customers effectively. Overreliance on segmentation may overlook broader market trends and opportunities. Constantly changing customer behavior may require frequent updates to segmentation strategies.
Developer Marketing
Engages developers to grow awareness and adoption of software tools, solutions, and SaaS platforms.
Essential for software companies with developer-focused offerings to build a developer community and drive adoption.
Facilitates developer engagement, adoption, and advocacy for software tools and platforms. Grows a loyal developer community that contributes to product development and success. Drives growth and usage of developer-focused offerings.
Effective developer marketing requires a deep understanding of developer needs and preferences. Building and maintaining developer communities can be resource-intensive. Success depends on offering value to developers and fostering a supportive ecosystem.
Digital Marketing Channels
Electronic means of reaching potential customers, divided into organic and paid channels.
Utilized to reach and engage potential customers through digital platforms, considering both organic and paid channels.
Offers a wide range of digital channels for reaching target audiences. Includes both cost-effective organic channels and paid advertising options. Allows for precise targeting and tracking of digital marketing efforts.
Rapid changes in digital platforms and algorithms can affect channel effectiveness. Competition for digital visibility is high, especially in paid channels. Effective digital marketing requires ongoing optimization and adaptation to stay relevant.
Field Marketing
Face-to-face marketing activities conducted in the field, including street promotions, conferences, and sales.
Employed for in-person engagement and promotion, often at events and locations where target audiences gather.
Provides direct interaction with potential customers and stakeholders. Engages audiences in physical environments and events. Creates memorable brand experiences and fosters relationships through personal interactions.
Field marketing may require substantial resources for staffing and event participation. Effectiveness depends on event selection, targeting, and execution. Event cancellations or restrictions can impact field marketing initiatives.
Funnel Marketing
Approach based on marketing funnel stages (TOFU, MOFU, BOFU) to cater to consumers’ familiarity with a brand.
Used to guide marketing strategies at different stages of the consumer journey, aligning efforts with consumer awareness and intent.
Provides a structured framework for tailoring marketing strategies to consumer journey stages. Addresses consumers’ needs and behaviors at each funnel stage. Optimizes conversion rates and encourages consumer progression through the funnel.
Overly rigid application may overlook unique consumer journeys and behaviors. Funnel stages may not always align perfectly with consumer decision-making processes. Effective funnel marketing requires continuous optimization and adaptation.
Go-To-Market Strategy
Defines how companies market new products to reach target customers in a scalable and repeatable way.
Critical for launching and promoting new products effectively, ensuring they reach the intended customer segments.
Guides the development and execution of marketing, sales, and distribution strategies. Ensures alignment with target customer needs and preferences. Creates a competitive advantage by delivering value propositions effectively.
Requires in-depth market research and competitive analysis for effective strategy development. May involve complex decision-making regarding pricing, distribution, and channel selection. Execution challenges may arise in scaling and maintaining consistency.
Greenwashing
Deceptive marketing practice where a company makes unsubstantiated claims about an environmentally-friendly product.
Relevant when evaluating the ethical and environmental claims made by companies regarding their products.
Raises awareness about the potential misuse of environmental claims in marketing. Encourages transparency and accountability in environmental marketing practices. Protects consumers from misleading environmental advertising.
Companies engaging in greenwashing risk damage to their reputation and credibility. Greenwashing can mislead consumers and harm the environment by promoting false sustainability claims. Effective regulation and scrutiny are necessary to combat greenwashing.
Grassroots Marketing
Involves creating highly targeted content for a specific niche or audience.
Effective for building a dedicated following and spreading brand messages within specific niche communities.
Engages a small group of people with the potential for message amplification. Leverages community relationships and niche-specific content for effective brand exposure. Fosters strong brand loyalty among niche audiences.
Limited reach beyond the chosen niche community. May require substantial effort to nurture and grow niche relationships. Success depends on creating content that resonates with the specific audience’s interests and needs.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
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