When you’re searching for someone to help you with your online marketing efforts, it can be a little confusing. There are a lot of industry terms and types of marketing out there. In this post, I’ll define some of those marketing terms for you and clear up the confusion. You can jump to the ones that interest you using the links below.
- Affiliate Marketing
- Agile Marketing
- Content Marketing
- Email Marketing
- Drip Marketing
- Relationship Marketing
- Inbound Marketing – Pull Marketing
- Outbound Marketing – Push Marketing
- Search Marketing
- Social Media Marketing
- Integrated Marketing
- Other Marketing Terms
This is a general term that applies to all online marketing, whether is on the Internet or on mobile devices. Digital Marketing simply means marketing and advertising in digital format. It isn’t a specialty per se. If a firm says they do digital marketing, it just means they do online, Internet, or mobile marketing.
Sometimes a firm, like ours, will offer affiliate management, where we handle all of your affiliate marketing efforts. Affiliate Marketing is performance-based marketing where you recruit people to join your affiliate program and reward them based on either the traffic they provide to your website, the leads that are generated by that traffic, or the sales made from it.
There are a couple of different definitions for Agile Marketing, sometimes also called real-time marketing. Here is the best way to describe the difference between traditional marketing and agile marketing. Traditional marketing has always been done a certain way. Campaigns are planned way in advance. Say; Over the next 6 months or one year, this will be our marketing strategy. Then the marketing plan is seen through until the end before making any changes.
Agile Marketing is a much more robust way to do marketing. Strategies are planned for a much shorter period of time and implemented quickly. Say; This is what we’re doing this month and we’ll be monitoring real-time analytics to see what adjustments need to be made immediately.
So, with Agile Marketing, you aren’t stuck with a marketing plan, that may or may not be working well, for a long period of time. The data we can gather is amazing and we analyze and react to that data quickly to get the most out of what you spend on marketing. Contact us about helping you create an agile marketing strategy here.
Content Marketing is a long term strategy for the most part and has all but replaced search engine optimization or at least it has become the primary method of SEO. Your social media marketing strategy should be built around your content marketing strategy.
Content Marketing is the creation and distribution of content. If you were a magazine publisher offline, you would create great content, print your magazines, then distribute them through newsstands and stores.
Online, you produce great content, publish it to your blog or on another platform depending on the type of content, then you use multiple distribution channels like social media websites to get it in front of your target audience.
EMAIL MARKETING AND DRIP MARKETING
Email marketing is another broad marketing term that covers a lot of different methods of marketing to customers through email. Producing a newsletter and sending it to subscribers on a regular basis is a form of email marketing.
In Drip Marketing, you produce a series of emails in advance, then automate the process of sending them out. For an example, Chapter 1, Chapter 2, Chapter 3, etc. of an ebook. Your subscribers, no matter when they sign up, automatically get Chapter 1, then after a specified amount of time, they get Chapter 2, Chapter 3 and so on.
While one subscriber is on Chapter 1, another may be on Chapter 6, but each is taken through the same step-by-step process. You can use drip marketing to create a sales funnel, then track each subscriber as to where they are at in your sales funnel.
Email marketing, social media marketing and content marketing are some of the tools used in relationship marketing. Relationship Marketing is the process of building long-term relationships with existing customers and potential customers.
INBOUND AND OUTBOUND MARKETING
Also called Pull and Push Marketing. Inbound or Pull Marketing involves finding ways to attract potential customers to your website or blog to generate leads. Outbound or Push Marketing involves advertising and even cold calling as examples. We recommend a combination of push and pull or inbound and outbound marketing for the best results.Contact us or request a callback for more on this.
Sometimes called search engine marketing, this term applies to creating paid search campaigns. Some define SEO (search engine optimization) as being part of search marketing. However, SEO is a long-term strategy, while SEM gets you immediate results, so we define SEO and SEM as two separate and distinct strategies rather than lumping them together.
Search Marketing involves creating an advertising account on Google, Bing or Yahoo, targeting specific keywords used by potential customers, creating PPC (Pay-Per-Click) ads to be shown when people type those terms into search, then sending them to landing pages to generate leads or close the sale.
However, with the popularity of social media websites, like Facebook, LinkedIn, Twitter and others and the fact they have also implemented PPC advertising models, search marketing experts can also use those channels for your PPC campaigns. The Pittman Group specializes in search marketing and we help you set up and manage all of your search marketing efforts using multiple channels. Click here to request a callback or more information.
REMARKETING OR RETARGETING
Remarketing and Retargeting are the same thing. This involves dropping a cookie on the computer or those who visit your website. Many people visit your website and do not make an immediate purchase and you want them to return. A small piece of code added to your site drops the cookie on their computer and when they visit other sites like Facebook, Twitter and others, your ads may be shown among others who are targeting the same potential customers.
Repetition is advertising 101. They visited your website, so they have some interest in what you have to offer. Then they see your ad somewhere else. They remember they were interested in you. They see it again and they think, I’ve been meaning to pay them another visit. The more they see it, the more familiar they are with you and that improves your branding efforts as well as your sales.
SOCIAL MEDIA MARKETING
If you read 10 blog posts about how to do social media marketing, you’re likely to find 10 different ways it’s “supposed” to be done. The problem is in defining the ROI of social media marketing campaigns. Quantifying the time and money spent on social media marketing can be difficult and most firms try to replace actual data with general terms like branding, improving overall web presence, building a following, etc.
While those things are important, it still doesn’t help you determine how effective social media marketing is for your company or justify the cost in terms of both time and money.
Facebook, Twitter, Google, LinkedIn and other search engines and social media websites have set the standard now. They are in business to make money. So, they limit your reach when you post on social media so you cannot reach all of your followers for free. Each post on social media reaches only about 5% of your followers.
They want you to sponsor or promote posts and buy ads. And to reach your target audience, sponsored posts and ads are way more cost-effective than building a following and hoping those followers have a real interest in what you offer.
With social media, you are able to create well-defined target groups beyond just demographics like age, gender, income and location. You can choose homeowners, target people by the type of job they have or their position within their company and since these social media sites collect massive amounts of data, you can even choose people that are already interested in your types of products and services.
Before the Internet, we had to advertise. To do business online, you will have to advertise. For a few years, online, we were able to ignore advertising and just use organic methods for getting traffic and leads. But, now, the websites and companies that control 95% of the traffic on the web have adopted paid advertising as the model of choice.
That means anything done organically, without paying, is actually going to cost more time and money than simply creating landing pages and using sponsored posts and ads to drive traffic to those landing pages. Let us help you with your social media marketing strategy. It starts with a free consultation.
I saved the best for last. Integrated Marketing is the key to running a successful online business. Typically, companies hire web designers and programmers, SEO and SEM experts, conversion experts, social media experts, content marketing experts and others to help with online marketing.
Each of these people have great ideas and their own idea of what you should be doing. Each is a professional and making recommendations based on their own experience. each is trying to help you. However, they don’t all agree on your overall strategy. Your web designer stresses the importance of the design of the site. The SEO expert wants it coded a certain way. The SEM expert stresses the importance of the landing pages.
They all have an opinion. All of their opinions may be valid, but all of those separate pieces of the puzzle don’t necessarily fit together very well. Integrated Marketing means getting everyone on the same page and creating the same message, branding, and strategy across multiple online channels and even into your offline marketing efforts.
The Pittman Group is an experienced Integrated marketing Company. We handle everything in house from content and website creation to marketing and advertising online and offline. Our team of professionals was assembled for the specific purpose of helping companies define and implement a consistent branding, marketing, and lead generation strategy across all channels. Contact us and we’ll be happy to set up a time to talk with you.
MORE MARKETING TERMS
- account-based marketing — marketing to individual, key accounts as markets of one (Wikipedia)
- algorithmic marketing — using software algorithms to execute (semi-)automated marketing (computational)
- ambush marketing — piggybacking marketing on a major event without paying for sponsorship (WSJ article)
- analytical marketing — quantitative methods and models of marketing (Carnegie Mellon program)
- B2B (business) marketing — marketing to other businesses (B2B Magazine)
- B2C (consumer) marketing — marketing to consumers (B2C Marketing Insider)
- B2P (person) marketing — marketing to persons, in business and life (New Marketing Labs post)
- behavioral marketing — targeting advertising/offers based on user behavior (ClickZ column)
More can be found here.