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10 types of marketing you need to know

By BBC Maestro

Marketing is an essential component of any successful business strategy. With countless marketing methods available, it can be overwhelming to decide which to use.

This guide explores ten types of marketing, providing insight into different kinds of marketing to help you make informed decisions.

Marketing has evolved significantly over the years, driven by changing consumer behaviour, technological advancements, and shifting market dynamics.

At its core, marketing is about connecting with your target audience, building relationships, and communicating the value of your product or service. However, the way businesses approach marketing can vary widely depending on their goals, audience, and industry.

From traditional advertising methods like print and broadcast media to cutting-edge digital techniques such as influencer marketing and SEO, each type offers unique advantages and challenges.

Understanding these different marketing types is crucial for creating a strategy that aligns with your business objectives and resonates with your audience.

This article aims to demystify the world of marketing by breaking it down into ten distinct categories. Whether you’re a small business owner looking to grow your brand or a marketing professional seeking fresh ideas, this guide will help you navigate the diverse landscape of marketing and choose the approaches that best suit your needs.

1. Digital marketing

Digital marketing is one of the most versatile and popular marketing categories today. It encompasses all marketing efforts conducted online, such as search engine optimisation (SEO), social media marketing, email marketing, and pay-per-click advertising. Digital marketing allows businesses to reach their target audience through various channels, making it a core method of marketing in the modern world.

  • Why choose digital marketing? It can be cost-effective, highly measurable, and offers extensive reach.
  • Best for: Businesses looking to engage with tech-savvy consumers and track campaign performance in real time.

Digital marketing also includes emerging technologies like chatbots, personalised ads, and artificial intelligence tools. For example, companies can use machine learning algorithms to analyse customer behaviour and tailor their marketing strategies accordingly. With over half the world’s population online, the potential audience for digital marketing is enormous.

2. Content marketing

Content marketing focuses on creating and sharing valuable content to attract and retain an audience. This marketing method includes blog posts, videos, infographics, and eBooks. By providing relevant and engaging information, businesses can establish themselves as industry experts.

  • Why choose content marketing? It builds trust, improves brand authority, and drives organic traffic.
  • Best for: Companies aiming to nurture long-term customer relationships.

Storytelling is a key component of content marketing. Businesses that use compelling narratives to explain their mission, products, or customer experiences can form deeper connections with their audience. A well-written blog or an insightful video tutorial can drive traffic and improve a brand’s credibility in its industry.

3. Social media marketing

Social media marketing leverages platforms like Facebook, Instagram, Twitter, and LinkedIn to promote products and services. Businesses can engage directly with their audience, fostering brand loyalty and increasing visibility.

  • Why choose social media marketing? It’s interactive, offers targeted advertising options, and provides a platform for customer engagement.
  • Best for: Brands looking to build community and interact with their customers.

Social media also allows for viral marketing campaigns and builds a community. Community marketing has gained prominence as a powerful strategy for building authentic relationships with customers. A single post or video that resonates with viewers can quickly spread, significantly increasing brand exposure. Businesses can utilise user-generated content, influencer partnerships, and social trends to amplify their reach. 

4. Email marketing

Email marketing is a direct form of marketing that involves sending personalised messages to a targeted audience. It’s a cost-effective method for nurturing leads and converting them into customers. In Trinny Woodall’s BBC Maestro course Thriving in Business, she explains how “one of the best ways of customer retention is through email.”

  • Why choose email marketing? It has a high return on investment (ROI) and allows for precise audience targeting.
  • Best for: Businesses focusing on relationship-building and customer retention.

Newsletters, promotional offers, and personalised recommendations are common email marketing strategies. By segmenting their email lists, businesses can ensure their messages are relevant to recipients, boosting open rates and conversions.

5. Influencer marketing

Influencer marketing involves partnering with individuals who have a strong online presence and a loyal following. These influencers promote products or services to their audience, lending credibility and expanding reach.

  • Why choose influencer marketing? It taps into trusted networks and boosts brand awareness.
  • Best for: Brands targeting niche markets or those wanting to build authentic communities.

Micro-influencers, who have smaller but highly engaged followings, are becoming increasingly popular in influencer marketing. Their authentic and relatable content often results in higher engagement rates compared to major celebrities. For example, a fitness influencer could promote workout gear, reaching an audience that is already interested in fitness.

6. Affiliate marketing

Affiliate marketing is a performance-based marketing method where businesses reward affiliates for driving traffic or sales through their promotional efforts. Affiliates can be bloggers, websites, or even other businesses.

  • Why choose affiliate marketing? It’s low-risk and pays only for results.
  • Best for: E-commerce businesses looking to expand their reach without upfront advertising costs.

Affiliate programmes often include a commission structure, encouraging affiliates to actively promote products.

7. Traditional marketing

Traditional marketing refers to offline marketing channels like television, radio, print media, and billboards. While digital marketing has grown in popularity, traditional methods remain effective for reaching local audiences.

  • Why choose traditional marketing? It’s tangible and often perceived as more trustworthy.
  • Best for: Companies targeting large demographics or those without internet access.

Despite the rise of digital advertising, traditional marketing still holds a place in industries like retail and entertainment. A well-placed billboard or an engaging TV commercial can leave a lasting impression on viewers and build brand recognition.

8. Event marketing

Event marketing involves promoting a brand, product, or service through live events, webinars, or trade shows. It creates opportunities for direct interaction with potential customers.

  • Why choose event marketing? It fosters personal connections and provides immediate feedback.
  • Best for: B2B companies and organisations looking to generate leads and network.

Hosting or sponsoring events can also showcase a company’s expertise and industry leadership. For example, a tech company might host a conference to demonstrate its latest innovations, attracting potential partners and customers.

9. Search engine marketing (SEM)

Search engine marketing is a paid marketing strategy that increases a website’s visibility on search engines. Through pay-per-click (PPC) campaigns and display ads, businesses can attract targeted traffic.

  • Why choose SEM? It provides instant results and allows for precise targeting.
  • Best for: Companies aiming for quick visibility and lead generation.

SEM campaigns can be tailored to specific keywords, ensuring that ads appear when users search for relevant terms. This method of marketing is particularly effective for new product launches or time-sensitive promotions.

10.Guerilla marketing

Guerrilla marketing is a creative and unconventional marketing approach designed to generate buzz and capture attention. Examples include flash mobs, street art, or viral campaigns.

  • Why choose guerrilla marketing? It’s cost-effective and when done well can leave a lasting impression.
  • Best For: Small businesses or startups with limited budgets and a desire to stand out.

This form of marketing often relies on surprise and creativity to engage audiences. A memorable guerrilla campaign can generate significant word-of-mouth publicity, amplifying its impact beyond the initial audience.

How to choose the right marketing option for your business

With so many forms of marketing available, selecting the right strategy can be challenging. Consider these factors when evaluating marketing options:

  • Target audience: Understand your audience’s preferences and behaviours to select the most effective methods of marketing.
  • Budget: Determine how much you can invest in different types of marketing campaigns.
  • Goals: Define clear objectives, such as brand awareness, lead generation, or customer retention.
  • Resources: Assess your team’s skills and available tools to implement specific marketing categories.

When integrating multiple marketing strategies, ensure they align with your overall brand message. For example, combining content marketing with social media marketing can maximise audience engagement and boost campaign effectiveness.

The future of marketing

As technology evolves, new marketing methods will continue to emerge. Businesses should stay informed about trends like artificial intelligence, augmented reality, and personalised marketing to remain competitive.

Understanding the ten types of marketing outlined above is crucial for crafting a well-rounded strategy. By exploring different kinds of marketing, you can identify the most effective ways to connect with your audience and achieve your business goals. Investing in a diverse range of marketing strategies ensures that your business can adapt to changing consumer preferences and technological advancements.

The world of marketing is ever-changing, with innovation at its core. To thrive in this dynamic environment, businesses must not only understand the current marketing landscape but also anticipate and adapt to future trends. While it’s important to stay informed about emerging technologies like artificial intelligence and augmented reality, the foundation of any successful strategy lies in knowing your audience and delivering value through meaningful connections.

The ten types of marketing discussed in this guide provide a framework to help you craft a comprehensive and flexible approach. By combining the strengths of traditional and modern marketing methods, you can create a strategy that not only reaches your target audience but also resonates with them on a deeper level.

Remember, there’s no one-size-fits-all solution. The key is to experiment, analyse results, and refine your tactics based on what works best for your business. As you implement these strategies, remain open to innovation and new opportunities that align with your brand’s vision.

Ultimately, marketing is about building trust, fostering relationships, and creating experiences that inspire loyalty. With a well-rounded and adaptive strategy, your business will be well-equipped to succeed in an ever-evolving marketplace.

Do you want to learn more about business and marketing? Trinny Woodall and Jo Malone CBE provide plenty of guidance, personal insights and key learnings in their in depth BBC Maestro courses. Explore all our business courses here.

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