NEW MARKETING CONCEPTS
Setting off for your online marketing journey can be daunting, especially if you don’t have the necessary basics and when there are hundreds of buzzwords that don’t make any sense. This is why I have put together this list of new marketing concepts: to demystify Internet Marketing and make your work easier.
NEW MARKETING CONCEPTS AND NEW COMMUNICATION TECHNIQUES
This post introduces abstract concepts of digital marketing in a simple and practical way. It enables the readers to “speak” the online language of marketing and start finding their way in the whole new and ever-changing web marketing system.
Affiliate Marketing refers to a way for a company to sell its products or services through a network of affiliates (individuals or companies, also called “publishers”) who operate as a virtual sales force and market the company’s products or services for a commission.
Big Data Marketing
Big Data Marketing refers to the ever-increasing volume, velocity, variety, variability and complexity of information. The term Big Data doesn’t just refer to the data itself but to the challenges and competencies associated with storing, processing and analyzing huge volumes of data to support accurate decisions and processes. By integrating big data in their marketing management strategy, digital marketers are able to optimize communication campaigns for more customer engagement, retention and loyalty.
Content Marketing refers to providing leads, prospects and customers with relevant and useful information before, during and after purchase, in order to build trust and credibility for the company. Subset of Inbound Marketing, the overall goal of Content Marketing is to acquire more leads, prospects and customers by providing helpful and value content for them. Content is a form of “owned marketing“.
Digital Marketing refers to using digital devices to distribute a marketing message, regardless of whether they are online or offline. In other words, it is a broad term referring to any form of marketing products or services whose distribution involves electronic devices both on and off internet.
Drip Marketing refers to sending scheduled promotional materials (email messages, newsletters or SMS) over a period of time. The sending of these messages can be automatically triggered by an action of the recipients, and the content can be adapted to the behavior of these recipients.
Experiential Marketing refers to the entire experience a consumer has with a product or service. Whereas traditional marketing sells by pointing out the benefits and key features, Experiential Marketing entices the consumers to try the product or service so that they can make their own judgment about it.
Growth HackingCoined by Sean Ellis in 2010, Growth Hacking refers to the rapid experimentation of innovative and inexpensive tactics to grow a business. Growth Hacking is usually used in relation to startups (and SMEs with fast and exponential growth potential) that are able to perform creative strategies to acquire and retain users in a short time and on small budgets.
Guerrilla Marketing refers to advertising with low-cost unconventional marketing tactics that yield maximum results. The original term was coined by Jay Conrad Levinson in his 1983 book (updated version “Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business“). It is about taking the people by surprise, striking them at a more personal and memorable level and, hopefully, creating some kind of social buzz.
Inbound Marketing refers to attracting potential customers through content and non-interruptive but compelling interactions in order to build trust and credibility. In other words, it refers to drawing potential customers to products or services (via content marketing, social media and search engine optimization) and nurturing them all the way through their buying cycle with relevant and helpful contents that address their problems and their needs. Originally coined in 2005 by Brian Halligan, co-founder of HubSpot, Inbound Marketing derives from the concept of Permission Marketing and is positioned as the opposite of Outbound and Interruption Marketing.
Internet Marketing (also known as “Web Marketing” or “Online Marketing”) refers to using the internet to distribute a marketing message. Subset of Digital Marketing, Internet Marketing includes having a company website and using email marketing, social media, SEM techniques, online advertising and public relations, to increase the internet presence of a brand.
Interruption Marketing or Interruptive Marketing refers to the traditional model of promotion that “interrupts” to get people’s attention (people have to stop what they are doing to pay attention to the marketing message). Some common forms of Interruptive Marketing include TV and radio ads, print advertising and telemarketing.
Marketing Automation refers to technologies that help automate marketing processes and repetitive tasks in order to more effectively market on multiple online channels such as email, social media, websites, etc. By automating marketing workflows and repetitive processes, digital marketers are able to better focus on strategies for driving more web traffic, engagement, retention and loyalty.
A Marketing Funnel refers to taking potential customers through the whole buyer journey: from discovering a need to be satisfied and considering a brand, all the way to purchasing the products or services on a regular basis and recommending them to other potential customers.
Mobile Marketing refers to the practice of optimizing marketing for mobile devices in order to connect and engage with audiences in an interactive manner through any mobile device. Mobile Marketing promotes goods or services through personalized, time and location sensitive information.
Native Advertising refers to a paid form of marketing with a promotional goal where the advertisement appears to be a seamless and integral part of the host media’s structure and content.
Online Marketing (also known as “Internet Marketing” or “Web Marketing”) refers to using the internet to distribute a marketing message. Subset of Digital Marketing, Online Marketing includes having a company website and using email marketing, social media, SEM techniques, web advertising and public relations, to increase the online presence of a brand.
Outbound Marketing refers to the traditional form of marketing in which a company promotes and sells by pushing far and wide (as opposite to Inbound Marketing that “targets and attracts”) marketing messages and products or services through various channels. Examples of Outbound Marketing methods include cold-calling, TV/radio/print ads, etc.
Permission Marketing refers to sending marketing information only upon the permission or request of the recipient. Popularized by Seth Godin’s book “Permission Marketing: Turning Strangers into Friends and Friends into Customers“, Permission Marketing is about building an ongoing relationship of increasing depth with leads and prospects. This concept argues that, in a world of information overload, non-intrusive techniques are both more effective (because the recipients are more receptive to a message that they have requested in advance) and more cost-effective (because the recipients have already been identified and targeted). Permission Marketing is often positioned as the opposite of traditional Interruption Marketing where promotional materials are sent out to wide lists of potential customers without their prior consent.
Search Engine Marketing
Search Engine Marketing (SEM) refers to all activities related to marketing a website and content on search engines. It is made up of both Search Engine Advertising (SEA that includes the paid search techniques) and Search Engine Optimization (SEO that includes the organic search techniques).
Viral Marketing refers to marketing techniques where the users help spread the word. It facilitates and encourages people to pass along information from person to person, especially by using online means such as the social media and email.
Web Marketing (also known as “Internet Marketing” or “Online Marketing”) refers to using the internet to distribute a marketing message. Subset of Digital Marketing, Web Marketing includes having a company website and using email marketing, social media, SEM techniques, internet advertising and public relations, to increase the web presence of a brand.
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