25 Marketing Strategy Types to Explore (With Definitions)
By Indeed Editorial Team
Updated June 28, 2022
Published January 3, 2022
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
Effective marketing campaigns involve promoting a brand, which can increase the likelihood of converting prospects into customers. Marketing departments use various strategies for promotional activities. By exploring these strategies, you can identify which ones you can combine or use independently to achieve greater marketing success. In this article, we discuss why you can learn about marketing strategy types and present 25 effective strategies to consider.
Why is learning about marketing strategy types important?
Learning about marketing strategy types can help you become more effective in connecting with prospects. These strategies typically include a company's unique proposition, brand message, and target audience demographics. An effective marketing strategy also covers a brand's price, product, promotion, and place of marketing. Understanding what strategies suit a target audience can help your employers gain a sustainable competitive advantage. Consider the marketing strategies you currently use at work to determine which new methods to include in your marketing plan.
25 effective types of marketing strategies
Here's a list of the most effective marketing strategies you can use to promote a product, service, or brand:
Writing blogs that interest your target audience can be an effective way to engage with them. You can discuss their needs and position a product or service as a suitable solution. Blogging often requires good research and written communication skills.
2. Search engine optimization
Search engine optimization (SEO) is a strategy for ensuring websites rank high on search engine result pages (SERPs). Unlike paid advertising, it typically doesn't require payments. You can perform SEO on a website page by developing content to improve its ranking. You may also perform SEO off a page using links and including information users want to share.
3. E-book writing
Creating electronic copies of a printed book can also help you promote a brand. Many companies make these copies free in exchange for a prospect's contact information. E-books writing and marketing can be effective among a target audience that performs many activities with their mobile devices.
4. Word-of-mouth marketing
Word-of-mouth marketing is free advertising influenced by a customer's experiences. For example, if you provide exceptional customer service to a diner, they may promote the food establishment where you work by creating social media posts. Companies can encourage word-of-mouth marketing by providing exclusive information to customers and exceeding product or service expectations.
5. Print advertising
Print advertising is a traditional strategy that involves creating physical copies of marketing materials. For example, you may write marketing content in newspapers, magazines, journals, or brochures. You often have to pay to include marketing content in print media, and this strategy may be useful for reaching a specific target audience, such as locals.
6. Television advertising
Television advertising is another traditional strategy that involves creating television commercials. You can consider this method to reach a large target audience. Using television advertising typically requires you to research prospects and determine what periods they watch television programs.
7. Radio advertising
Radio advertising can be an effective strategy for reaching a target audience that listens to content. Brands often use voice-over artists and interesting sound effects to keep prospects engaged with their message. Radio advertising typically targets individuals while they perform other activities, such as driving or cleaning.
8. Guerilla marketing
Guerilla marketing involves unconventional interactions to promote a product or service. For example, a marketing agency might create brand awareness by hiring people to get a target audience's attention in public spaces, such as buses and shopping centres. Whether you use guerilla marketing as an indoor or outdoor strategy, it's essential you choose a suitable time and place to conduct your campaign.
9. Influencer marketing
Influencer marketing involves promoting a product or service by collaborating with individuals or groups with large social followings called influencers. They may be micro-influencers, who typically have 1,000 to 100,000 followers, or macro-influencers, who often have at least 100,000 followers. Working with an influencer can help you increase brand awareness and gain a target audience's trust.
10. Free sampling
Offering free samples is another way to market a brand and its offerings. For example, a ridesharing company may offer free rides to prospects. Free sampling can be a strategic promotion, especially when launching a new product or service.
11. Cold calling
Cold calling is any unrequested communication between you and a prospect who typically had no previous interaction with you. It typically involves persuading prospects to purchase a product or service by calling them or visiting in person. Cold calling can be effective if you conduct extensive research on a target audience.
12. Transactional marketing
Transactional marketing focuses on convincing customers to make immediate purchases. For example, you may use coupons, promotions, and discount codes to encourage prospects to increase their purchase volume. You can implement this strategy by explaining the money a target audience may save by making immediate product or service purchases.
13. Multichannel marketing
Multichannel marketing involves using various platforms to reach prospects. For example, a brand may target an audience with radio jingles and television commercials. Combining marketing channels and campaigns can make your marketing efforts more compelling.
14. Relationship marketing
Relationship marketing focuses on building professional relationships with prospects and customers to encourage repeat business. For example, a company may offer a lifetime warranty on their products as an incentive to customers. Implementing relationship marketing can help you create loyal customers.
Email marketing can be a valuable way to build connections with potential customers. Many brands offer newsletters to share interesting content with their email list. You can also use drip campaigns to send emails based on a user's recent activities.
16. Event hosting
Companies can host sponsored events to increase an audience's interest in a product or service. For example, you can organize seminars, lectures, charity events, and parties. These events may happen online or in person.
17. Catalogue marketing
Catalogue marketing is a strategy that involves grouping items for sale and sending printed or digital fliers to customers. For example, a local store may use this strategy to create hampers containing food items. Catalogue marketing can help retailers who produce new merchandise regularly.
18. Scarcity marketing
Scarcity marketing is a strategy brands use to encourage quick purchases before a product or discount expires. Using this strategy often creates a sense of urgency and may involve including timers on sales, limiting items in stock, or creating seasonal items. Scarcity marketing typically targets customers who already show interest in products or discounts.
19. Storefront designing
Visually pleasing storefront designs can help attract customers to a brand and its offerings. You can also place promotion signs to encourage visits. Consider various storefront designs to determine which one can help you enhance your marketing efforts.
20. Thought leadership marketing
This strategy involves personal branding. By creating relevant content to inform and educate readers, you can establish yourself as an expert and market suitable products or services. There're various ways to implement thought leadership marketing. For example, you may use online channels or in-person interactions to show others you're an industry authority and help increase a business's engagement.
21. Packaging and customization
Unique packaging can attract a customer's attention to a store product. Using graphics and compelling marketing content can also make a prospect curious about a business offering. You can also market a brand by creating personalized products or services.
22. Viral marketing
Viral marketing is a strategy that encourages users to share marketing content that is memorable or impactful. For example, you may create an engaging video or organize competitions. Viral marketing typically involves promotions on multiple social media platforms.
23. Affiliate marketing
Affiliate marketing is a strategy that involves collaborating with an individual, called an affiliate, to market a company's product or services. Affiliates typically find brands that they connect with and offer to promote products or services for a commission. Businesses may use affiliate marketing to build a brand and increase the number of prospects it turns into customers.
24. Niche marketing
Niche marketing is the strategy of promoting a product or service to a specific market segment. It involves targeting customers based on their preferences and needs. For example, a natural deodorant brand may use niche marketing to target individuals with sensitive skin.
25. Cause marketing
Cause marketing connects a product or service to a social cause or issue. For example, you may market a product by explaining its environmentally friendly production process. Cause marketing may entail collaborating with a nonprofit organization for this business partner to benefit from increased awareness. It can help enhance a brand's reputation.
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