A Series of Strategy Meetings

A SERIES

OF STRATEGY

MEETINGS

KINGSTON STRATIS

Published in the Federal Republic of Nigeria by Book Brothers, an imprint of Tribemen Print, a division of Cavemen Agency, Lagos Nigeria.

All rights reserved. Except as permitted under Nigerian Copyright Act, no part of this publication may be reproduced, distributed, or transmitted in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

Cover Art Designed – Creator Ope (Orpheez, Design Experience Agency)

Marketing is a journey not a destination.

Strategy is the medium of transportation in which Marketing goes on that journey.

Sales as it turns out isn’t a destination either but just a bus stop on that trip.

Branding on the other hand is just a lively travel buddy that keeps the fun.

What then is the destination?

- Kingston Stratis (2020)

DEDICATION:

This book is dedicated to strategists, copywriters, designers, developers who didn't remember to save their work before the computer went off.

I feel thy pain!

Love

- Kingston

ACKNOWLEDGEMENT:

This book wouldn’t have been possible without the corporate organizations—large and small—that allowed me to develop and test insight-related ideas in projects, workshops, and consulting engagements over the last six-plus years.

I owe an enormous debt of gratitude to those who have worked at any of my failed businesses and on any of my failed idea trials over the years.

I’m also immensely grateful to Gbolahan, Opeyemi, Medli and Elphemo who through their expert knowledge helped craft the perfect strategy tool in ‘Series of Strategy Meeting’ from design, to storytelling and conceptualization.

To Arewa, favourite gift! Keep representing your name.

I want to acknowledge The Boss Hub Africa team, the Strategy Cartel team, the Cavemen Africa team, The Kingston Stratis Corp. team, the WetFire team, and every organization that have made my professional life such a pleasure.

CHAPTER ONE – SOLD TO.

How people purchase is naturally categorized under two sub- sector of purchase-marketing –

You have the first group regarded as ‘the impulse’ buyer; those who buy things like detergents, foods, drinks and co and you have the other group known as ‘the considered’ buyers, folks who buy things like cars and houses.

A marketing strategist must first, decide on the goal for the brand. If purchase is usually a thought-out decision that is not repeated often, like cars and houses, messaging should focus on conscious values. If it’s something that tends to just happen, or is frequent, like food and groceries, then focus messaging on unconscious values. But as a strategist, you should always keep both in mind because they are always, in some combination, play. This leads to a win/win: Always target both.

Mostly, market researchers can discover the conscious values that govern their category. But research is rarely directed at the unconscious. The failure of New Coke is an example of a market disaster that resulted from a failure to assess unconscious associations and emotions of an impulse purchase brand. All the taste tests, focus groups and surveys

indicated that people were ready, even eager, for a change in Coke. However, no one thought to look at people’s associations and automatic emotional reactions to the brand and how a change would be perceived from that perspective. The New Coke debacle could have been avoided by measuring unconscious reactions.

Nike’s “Just Do It”… or WetFire’s “Try Again”

One unmitigated success is WetFire’s, “Try Again!” What does this have to do with businesses owning a website? Nothing. The slogan completely targets the unconscious. And think of the associations it triggers –success, perseverance, optimism, power– all in one two-word phrase. And the emotions generated by this phrase are unequivocally positive.

Now look at the tag “Impossible is Nothing,” by Adidas. It’s not nearly as powerful. Why? What do you associate with “impossible?” What do you associate with “nothing?” Both are negatives. Getting to the positive here requires conscious thought. By being completely positive, the Nike slogan outperforms the Adidas line. “Just Do It” recently celebrated its 25th anniversary, while “Impossible is Nothing” has been replaced after a nine-year run. Which one do you think will be remembered in 50 years?

If you’re having trouble thinking of a good example that targets both conscious and unconscious, think Geico’s “Fifteen minutes can save you 15% or more.” Savings is there for our

conscious processing but it is stated associatively, making the connection between time and money. “Just a few minutes of your time can result in meaningful savings” would not have worked nearly as well at the unconscious level.

And just what does insurance have to do with a lizard? Nothing! But associatively the word ‘gecko’ helps you think of the name ‘Geico’ and by creating a lovable mascot leads to positive feelings. Now the soulless insurance company has a soul (albeit a cold-blooded one).

All one needs to know to market effectively are the conscious and unconscious attributes associated with the product/brand, as well as the unconscious emotions it generates. And, happily, both are measurable using implicit association methodologies. So how do we do it? Researchers can use reaction time measures to get at unconscious associations and even lay those associations out from strongest to weakest. We can use rapid presentation of stimulation to get at automatic emotional reactions and tell you how positively and negatively your potential customer is feeling toward your product/brand.

Over the years, humans have been the end game of a long sales-con. We’re being sold to in every way possible, sales or pushy messages doesn’t only come to us through social media ads, TV commercial or that annoying YouTube ad that won’t let you watch the tutorial.

Marketing strategies and sales strategies also start from the brand name, brand colour, icon, and taglines and so on.

This is the part of brand development that most SMEs have failed to take serious, SME business owners want to choose brand colours because it’s their favourites, rejects icons because they can’t connect with it and decide what font type, they want their logo to have. My friend, Creator Ope of Orpheez would categorize these group of design clients as the ‘I just can’t use the software group’, these groups of clients have zero idea what brand strategy means or what marketing strategies to use but would spend several hours arguing with a qualified agency or expert like they just can’t use the softwares but they know everything else.

Understanding that an average person whether an expert or not is being sold to everyday through different conscious and unconscious means might be the hail-mary your marketing efforts needs to work out. Ask the obvious but often skipped questions and you’re on your way to being marketing strategy genius; ask why airplanes brand the bottom of the plane if only 0.7 in every 10 purchase-able persons will ever look up to check out a flying airplane. Dare to find out why Coke and Pepsi are always at competition when they have a different cut of the market respectively, if they don’t show competition, how would you as an average buyer think you have a choice in what you drink?

Unconscious marketing was the most amazing thing to happen to marketing in decades, and now, the tech industry has had a bite of the Apple and now they want the whole tree!

We are being sold to everyday, and the list of marketing strategies you’re about to be exposed to should hopefully influence your next marketing decision.

CHAPTER TWO – THE 100 EXPOSED.

Affinity Marketing – As a Nigerian, it is almost highly impossible for you to not have experienced Affinity Marketing also called Alliance Marketing at one point either by coming in contact with a local bread hawker who sets up with a beans seller or a beans seller who sets up with a bakery. The big brands have been doing this for several years and that’s why you can’t get any Pepsi products at a Chicken Republic outlet or get any Coca Cola product at a KFC outlet. At Chicken Republic and some other restaurant, exclusively Coca Cola products are the only types of drinks you’d find, and likewise at KFC you’d only find exclusively Pepsi products.

Affinity Marketing is one of the most amazing ways you can put your brand in front of the 100% right customers, no need wondering if the customers are right or not, if you pick your affinity partner right, your WIN is sure.

Affinity Marketing doesn’t have to be exclusive or permanent either. You love drinking alcohol and you also love music; how much would you be willing to pay for ticket if your favourite alcohol brand decides to throw a music concert in partnership with the artist label? Well, for this it’s unlike the usual process

where the artist is booked and paid for prior to the event, this is dependent on you showing up, buying drinks and having fun, then everybody gets their cut and move on. You’ve seen it happened severally at local restaurants and bars, you just didn’t know what it’s called or how it’s done.

Affiliate Marketing – A couple of years back I joined the GNLD Marketing program, it took me 5 years after I had left the company to realise that the products wasn’t drugs and supplements, the products was something that never runs out, something they don’t even have to produce themselves, something that takes more than 50 years to expire and something that is never scars.

I wasn’t successful as a GNLD affiliate marketer because I had thought what I was marketing was drugs and supplements.

In Robert Kiyosaki’s book; The Business of the 21st Century, I realized the power of Affiliate Marketing and why several people are never successful at it.

Affiliate Marketing, if you asked me is the most powerful form of marketing, it’s word of mouth marketing with incentives.

To be successful either as an Affiliate Marketer or a brand running an Affiliate Marketing system, you need to understand that the product is neither the brand or whatever it is they think they’re selling, the product is the people!

Above the Line [ATL] Marketing – Above the line marketing is using mass media to market to a wide audience.

It’s the opposite of below the line marketing, which is more specific and targeted marketing. The strength of above the line marketing is potential reach; the downside is often relevancy.

The clearest example of above the line marketing is a Super Bowl TV commercial or an Olympic Game TV commercial. A 30-second advert at half-time can cost upwards of $5million. Obviously viewing figures will be enormous, but will that pay off? Most people that will see the advert will probably not have interest in what you have to say and just can’t wait to get back to the game.

Ask yourself a simple question, how many times have you stopped while driving top speed on a highway just to admire a billboard ad, or to properly read a building ad?

ATL is majorly noisemaking and hoping your own audience will hear your voice and come to you!

Account-Based Marketing – Account-based marketing is an alternative B2B (Business to Business) marketing strategy that targets customers who have a particular type of account. It’s a form of segmentation (and in marketing, specificity is always a good thing).

If they wanted to upsell a product to their customers, it makes sense to tailor their messaging according to which version of the software they have.

The way Hotjar will speak to someone on the basic package could [and probably should] be very different to the way it will communicate with someone on the business deal.

Another major way to explain this is WetFire pricing plan, having different pricing packages for different customer types and communicating with the customer based on their package type is an example of account-based marketing.

Why send Luxury Apartment emails to a client struggling to meet up with a studio apartment rental?

Acquisition Marketing – This is a marketing tactic that's sole purpose is to bring new customers or clients to a business.

The ultimate aim is to create an acquisition marketing strategy that runs on autopilot.

SEO is an example of acquisition marketing. It's also something that works in the background. It’s not something you have to manually repeat every day, but yet its sole purpose is to bring in users or customers.

Agile Marketing – Agile marketing is about being open, receptive and responsive to change with your marketing strategy. As the name suggest, it’s about being flexible and not sticking to a rigid plan.

You could say, then, that agile marketing is more of an attitude than a strategy. Inspiration for the term comes from the techie world of agile development, where iterations to software would be steady and incremental.

Football fans might remember that in 2013, Chelsea’s Eden Hazard made the headlines by kicking out at a time-wasting ball boy. Specsavers wasted no time in sending out an amusing spoof ad that referenced the bizarre incident. Or do you remember when Obama did the Drop Mic thing after a speech? Remember how many brands jumped on that on Twitter?

Ambush Marketing - A business that uses ambush marketing will attempt to associate its products or services with an event that already has official sponsors. As the name suggests, companies use this low-cost tactic to ambush events and compete for exposure against competitors.

For those who are avid attendees of The Experience Lagos annual concerts, you’d remember a couple of years ago at a particular Experience Lagos concert edition.

The nonalcoholic drink Origin Zero just came to market, and the brand brought more than 1,000,000 cans of the drink to the concert ground to share for free.

It was the largest ambush marketing of the year that year as the over 500,000 concert attendees all had a taste of the drink making everyone experience what the brand has to offer.

Now, the drink is one of the most successful products from Guinness Nigeria.

Article Marketing - Article marketing is a type of advertising in which businesses write articles and then strategically placed on the internet. Articles need to be about relevant topics.

Once written, they’re distributed to news outlets, article banks, forums, PR sites and article submission sites.

In a sense, article marketing is similar to content marketing, but the articles don’t exist on a company’s own website. As such, the value of article marketing is questionable.

Augmented Marketing - Augmented marketing is the idea of adding value to a proposition via an additional, innovative offer.

The word ‘augmented’ means “having been made greater in size or value”. So, by laying on extra benefits, augmented marketing increases the chances of a sale.

You’ll find stacks of examples in the pizza industry, where you find lots of 'buy one, get one free' offers. Dominos Pizza and Cold Stone Creamery are kings in this type of marketing strategy.

Behavioural Marketing - Behavioral marketing is marketing to consumers that’s automated, but nonetheless based on their behavior. It is an online marketing strategy.

Typically, behaviors that trigger a certain marketing message would be when someone:

Clicks on a link. Visits a certain web page.

Downloads a PDF. Buys something. Shares or likes a post on social media

If you buy a bottle of ketchup and scan a QR code, you’ll get a specific marketing message. In this case, by doing that, your behavior tells Heinz something.

If nothing else, it reveals that you’re prepared to engage with their product and brand.

Below the Line [BTL] Marketing - Below the line marketing is targeted marketing that doesn't use mass media [so not things like TV, radio, billboard, newspapers, social media and similar things that are widely consumed].

It’s the opposite of above the line marketing. Below the line marketing is more personal and, as a result, often more successful than above the line marketing.

Network marketers throw intimate product parties.

They often find that being able to physically put a product in someone’s hands and being able to talk to them face-to-face is powerful.

Black Hat Marketing - Black hat marketing refers to unethical SEO tactics.

Google analyzes websites against certain criteria before deciding what to rank where. There are ways of cheating the

system, but doing so would be gambling with your business. It’s just not worth it.

Any gains are likely to be short-term; if Google catches on, you can expect your website to incur a penalty.

In 2013, Google penalized global florist Interflora for using back hat SEO tactics.

The penalty was severe. The Interflora website was effectively wiped off the internet for several months until the company resolved all their unethical search issues.

Brand Marketing - Brand marketing is the concept of marketing an identity (and not a product or service).

Most businesses know that they have to work out their brand positioning. They need to understand what they stand for, what their USPs are and what the perception of their company is.

Sometimes, certainly over the long-term, it pays off to communicate values over items because it’s more conducive to encouraging customer engagement and loyalty.

Sky makes a point of consistently marketing it's promised to deliver an exceptional TV service:

And Guaranty Trust Bank spends time talking about its innovative approach to banking than marketing it’s actual product and this has made several millennials open and operate accounts with the institution.

Brick and Mortar Marketing - Quite simply, brick and mortar marketing is any form of marketing that exists in a retail shop.

Most stores market special promotions on every shelf. You’ve entered a ShopRite store and see a shelf with the products on sales? That’s it.

Business to Business [B2B] Marketing - Quite simply, B2B marketing happens when one business markets a product or service to another.

WetFire is a perfect example of a brand that runs B2B Marketing campaigns, they direct all their visual content, messaging and communications towards other businesses.

Business to Consumer [B2C] Marketing - B2C marketing refers to any marketing that’s specifically dedicated to consumers.

Obviously, consumers are marketed to everywhere, all day and all night. Clothes outlet, Next, publish adverts that speak to a certain carefully thought-out persona.

Coca Cola targets the people who drink their products not the retailers who sell it.

Nike, Adidas and other targets people who wear the products not retailers that sell them.

Business To People [B2P] Marketing - Business to people marketing is a B2B marketing strategy which recognizes that, in

reality, it's not the businesses [as entities] that are buying what you're trying to sell.

It's actually still people that are doing the purchasing [in the form of decision makers].

This shift in perspective results in bespoke, personal marketing [which is always more effective]. If an insurance company was trying to sell cover to a shop, there's little point in just popping a flyer through the door or ringing any old person on the phone.

They'd be better off doing some research and finding out who would be in charge of making this sort of decision. From there, the insurance company can build up a persona and communicate a more meaningful message.

Buzz Marketing - Buzz marketing is marketing that seeks to induce drama, excitement and anticipation about a product. When it works, buzz marketing is amazing.

The trouble is, if you get a campaign wrong, everything can fall flat. A poor result can even wreak havoc with your brand image.

Apple is great at buzz marketing. They sell great gadgets, but have nevertheless mastered the art of building excitement without saying much.

The fear of not buying the next Apple product is caused by the results of the buzz around the so-called product.

Call Centre Marketing - Call centre marketing happens when a business authorizes a specialist company [a call centre or contact centre] to cold call people [and market a product or service].

Let’s suppose an accountancy firm wanted to advertise their services. And let’s also imagine that they wanted to market their brand to small businesses.

If they felt that cold calling was their best play, they face a couple of problems.

Firstly, there’s the logistical issue of making the calls. How long is it going to take to get the phone numbers and make the calls? Who is going to do it?

Secondly, what constitutes a good cold call? Not everyone can do it; there’s obviously a knack to marketing to strangers over the phone. One solution is to use a call centre to cold call people for you.

Call to Action [CTA] Marketing - This is the name given to any online marketing collateral that prompts someone to take a specific action. So, we're talking about any banners, buttons, copy or graphics that ask users to do something [like download a PDF, subscribe to a newsletter or click a link].

Typically, this action would lead to the user entering some sort of sales funnel.

You can see call-to-action marketing on the majority of websites. That’s where you see things like; ‘slots are filling out, reserve you space!!!’

Catalogue Marketing - Catalogue marketing is the act of using a catalogue to showcase products or services. It’s a type of direct marketing that’s most popular with mail order retailers.

Catalogue marketing might seem like a slightly old-fashioned form of marketing, but, perhaps surprisingly, research indicates the people still like being able to thumb through a catalogue.

There’s something about physical marketing that works.

Cause Marketing - Cause marketing is attaching some sort of charitable or inspirational angle to a product, service or brand. Crucially, cause marketing only works when you find a cause that both the business and its customers care about.

Reebok teamed up with Avon 39. The Avon 39 Walk to End Breast Cancer is a 39-mile walk to raise awareness and funding for breast cancer.

Reebok is a national sponsor. Avon 39 gets significant visibility and cash, whilst being associated with such a worthy cause enhances Reebok’s brand.

Celebrity/Influencer Marketing - Celebrity marketing means getting a celebrity to endorse a product or service.

The logic is that celebrity endorsements increase sales because consumers can connect and identify with someone. In

other words, to them, it feels like they’re buying from the celebrity and not a faceless business.

Interestingly, although this tactic is known as celebrity marketing, a product doesn’t need an endorsement from a famous superstar. The ‘celebrity’ just needs to be a person who is well known to the target audience.

Sky Sports used David Beckham in their ads for a long time and Nigeria’s Pamilerin has been a Jumia friend for a long time:

Channel marketing - Channel marketing is any marketing strategy that helps a product or service reach the consumer in a quicker, more efficient way.

In business, a ‘channel’ is all the activities and people involved in taking something from production to consumption. That’s stuff like manufacturers, wholesalers, distributors, retailers, marketing collateral and suchlike.

Advertising at a trade show or exhibition is a form of channel marketing, since the result of partnering with a retailer would result in an item reaching customers quicker.

Close Range Marketing [CRM] - Brands who like close range marketing use WiFi or Bluetooth to send promotional messages to customers’ smartphones or tablets. This is usually an in- store experience, because the customer’s device must be within range of the shop’s transmitter or beacon.

Also known as proximity marketing, close range marketing is a very modern strategy.

If you find yourself wandering near a KFC and receiving an advert for a burrito, you now know the type of marketing you’ve seen.

Closed Loop Marketing - Closed loop marketing is the act of using information and performance data to produce more effective marketing strategies.

By analysing what’s working with a campaign and what isn’t, a business can eliminate a degree of guesswork from their next project. As the phrase goes, this reduces uncertainty and ‘closes the loop’.

Suppose a business had 10 blog posts lined up in their editorial calendar, all on different subjects.

They could post them and go into their Google Analytics account to see how they each performed. This data is valuable because it can reveal which issues a company’s audience is more interested in.

In turn, that can fine tune sales strategies going forward.

Cloud Marketing - Cloud marketing is simply using all the modern tools on the internet to continually connect with and market to customers.

Today, businesses are able to surface the same marketing message in multiple places. So, you might see one ad advert in an email, on a website, on Twitter, on YouTube, or in your Facebook feed.

Dunkin’ Donuts often serve up tempting messages in a variety of mediums.

Communal Marketing - Communal marketing happens when a business uses customers’ stories about a product or service in a promotional campaign. It’s marketing that aims to create a deeper bond between a business and its customers. It’s very effective because the people are real.

When they talk about their experiences, it helps non-customers identify with the product easier. They can see themselves feeling and experiencing the same things.

Content tool Buzzsumo has some great testimonials on their website and they do a great job of selling their product.

Community Marketing - Community marketing is any marketing that concentrates on an existing customer [as opposed to new customers].

Sometimes known as loyalty marketing, community marketing is useful because the cost of maintaining a customer will always be cheaper than the cost of acquiring a new one.

O2 does a good job or rewarding customer loyalty. It frequently hands over multiple perks to all their customers, both new and old.

Computational Marketing - Computational marketing uses computer technology to make marketing more efficient. Businesses that hold information about customers can

use computers to match up the right people with the right marketing campaign.

In theory, it sounds great. Trouble is, companies often find themselves holding inconsistent levels of profile data. They can access lots of information about some people, but hold nothing but a name for others.

That reduces the success of the algorithm substantially.

Say someone manages a supermarket and they want to promote a range of shower gels. If they have a database with details of 10,000 customers, they could use computer software to analyze their buying habits.

If it shows them 1,000 people who have bought shower gels in the past 6 months, they could market only to them [and expect more higher success].

That’s computational marketing.

Concentrated Marketing - Concentrated marketing happens when a company has developed a product specifically for a very well-defined market.

Being one of the first car manufacturers to enter the hybrid market, Toyota used concentrated marketing strategies back in 2000. The Prius was advertised to people who cared about green issues because it was a highly relevant angle at the time.

Consumer Marketing - Consumer marketing is straightforward: it’s marketing directly to consumers. Quite simply, it’s the most common type of marketing.

Take a look around. Consumer marketing is everywhere. It's online and offline. It’s in shops, in the street… even in public toilets.

Content Marketing - Content marketing means creating and distributing content with the aim of driving positive action.

It’s a long-term strategy. Rather than focus on selling, content marketing must deliver value to the target audience first. This enhances the brand perception and nourishes the relationship between the business and the consumer.

The company Whole Foods Market made a clever move by creating an article on how to save money on a weekly shop. It doesn't advertise any of their products, but it was a useful and popular piece of content:

Likewise, the brand WetFire publishes lot of business-related articles, most often without talking about its own products or features.

Contextual Marketing - Contextual marketing is the strategy of personalizing the online marketing content that a user sees, based on who they are and what they’re doing.

Two such contextual marketing techniques are SEO and retargeting.

The whole premise of search engine optimization is based on context. If a user fires up Google and enters a term, they should see relevant search results [and adverts].

Meanwhile, business that retarget people can follow users around the internet [and surface ads to them] without any direct contact. For instance, suppose I’m looking to buy a new sofa and I go to a website that sells sofas.

If that company has retargeting set up, when I leave their site and go somewhere else, they can continue to show me sofa ads. Contextual marketing allows brands to sell the right product to the right person at the right time.

Conversational Marketing - Conversational marketing revolves around talking to people. Smart brands know that selling is easier when a business has a good relationship with their target audience.

Ultimately, when we feel that we can talk directly with a brand, that’s a good thing. Conversational marketing lends itself well to the modern business because of the two-way nature of the internet.

Feel-good conversations can be very simple:

Conversion Rate Marketing - Conversion rate marketing is any form of marketing that’s judged by how much money it makes [it’s conversion rate]. The advantage of conversion rate marketing is that it’s very honest.

The success of any PPC strategy depends on the conversion rate of the campaign in question. Let's take a random PPC campaign. Suppose it costs us $1 every time someone clicks on our link and that the price of our product is $100.

If our conversion rate is 5%, then for every $500 we spend, we know that we're going to make $2,500 [a profit of $2,000]. But if the conversion rate is 1%, we make $500 and only break even.

Conversion rate marketing revolves around numbers and making sure that every campaign is as good as it can be so that you’re generating the possible best ROI.

Cooperative Marketing - Cooperative marketing happens when 2 or more companies’ team up to sell a product or service. That collaboration could happen in a number of ways.

Of course, multiple businesses may come up with an agreement to sell a product.

But also, cooperative marketing could be as simple as pooling resources [such as time, money, knowledge or expertise].

Shopper marketing can sometimes be considered to be a type of cooperative marketing.

Manufacturers know more about the products they make than the retailers who sell the item. So, if they team up, a retailer may be able to market products more effectively.

Corporate Marketing - Corporate marketing is about marketing [and managing] brand perception. Corporate

marketing is more about a high-level interpretation of a brand than it is about how an individual product or service is marketed.

WetFire's tagline 'Try again.' is an extremely impressionable and inspirational phrase that represents what WetFire is about without explicitly describing it.

Cross Media Marketing - Quite simply, cross media marketing refers to putting a marketing message in front of a customer in a variety of forms. Usually, that means print, email, mobile and online.

The challenge for marketers is that we’re all inundated with advertising every day.

People tune out to the majority of ads.

Cross media marketing aims is to continually catch customers and put a company’s name or product in front of them [without being annoying or invasive.]

Suppose you want to order a pizza.

You see a flyer with a QR code. If you scan the QR code, you’re probably going to be taken to a particular landing page. If you register, expect an offer of some sort.

After that, you’ll most likely be invited to join some sort of community [maybe a Facebook group], where you’ll receive more discounts.

Cultural Marketing - Cultural marketing is marketing that’s specifically geared towards a particular culture or demographic.

This is the most effective type of marketing segmentation. Cultural marketing is also known as diversity marketing, ethnic marketing or multicultural marketing.

As a make-up business, L’Oreal’s range of products lends itself very well to cultural marketing.

Data Marketing - Data marketing is using large sets of data to improve the accuracy and effectiveness of marketing campaigns. It’s similar to database marketing [see number 43], but data marketing puts a greater emphasis on behavioral patterns and trends.

Macy’s has real-time pricing on its website. It uses big data to adjust the prices of almost 73 million products. The adjustments are made according to user behavior.

Database Marketing - Database marketing is the process of collecting and analyzing customer information to implement marketing strategies that make money. A business can use a database of customers [or potential customers] to segment their audience and create personalized marketing messages.

It’s a form of direct marketing that can be executed with any method.

Suppose that you have a DSTV subscription. More specifically, a Sky Sports subscription. If Sky was to communicate with you,

there’s no point in them trying to get you to watch Sky One shows.

The information that they hold about you in whatever database they use should show them that I like sport.

That means they can show me more relevant ads, such as for sports programs or an upsell for a sports box office event [such as a boxing match].

De-Marketing - As strange as it might sound, businesses sometimes market certain offers and promotions to reduce demand or limit growth. Normally, this happens in a retail environment.

[And there is a tactical reason why this happens; it’s not complete madness.] A supermarket might heavily advertise an offer that’s only available on Saturdays, so as to avoid overcrowding on Sundays.

Clothing company Patagonia made a short film called ‘Worn Wear’ that encouraged customers to fix their clothes rather than buy new ones. On the surface, this would appear counterproductive. However, the beauty of this video is that it had the opposite effect.

Aside from showing integrity, the film differentiated and strengthened the Patagonia brand by highlighting how durable and long-lasting Patagonia clothes can be.

During the Covid-19 Global Pandemic, food brand Burger King did the same thing by advising customers to buy from their

competitions instead, which in reality gave them more customers.

Defensive Marketing - Defensive marketing is any form of marketing that is designed to protect a company's position in a market.

Maybe a start-up needs to grow. Or an innovative business has developed an amazing product with a brilliant USP. Perhaps a company has seen a new rival emerge.

For a long time, Sky TV had a monopoly on English football, but when it was forced to hand over a selection of games to a rival broadcaster, it became necessary to tailor some of their marketing accordingly.

Instead of just talking about football, they had to start talking about rugby, tennis and so on. This is defensive marketing at its best. Campaigns began to focus on the breadth of Sky’s sports coverage.

Differential Marketing - Differential marketing is any marketing strategy that is tweaked to target more than one audience.

The variable could be price, customer experience or even the product itself.

A sports company might bring out a running shoe with a cushioned heel to lessen impact for long-distance runners. It might also bring out a lighter version with less cushioning for those who are more focused on speed.

Digital Marketing - Digital marketing is marketing that uses digital technology, such as websites, social media, TVs, smartphones, tablets, billboards and display advertising.

Take a look around the next time you take a train, walk through a busy city or drive down the motorway - there are billboards and digital signage examples everywhere.

Direct marketing - Direct marketing is using a range of mediums to sell products or services directly to consumers [as opposed to selling via a retailer].

Direct marketing takes place when you’re able to communicate one-to-one with a customer. Typically, that might mean using one of the following techniques:

Cold-calling Mail order catalogues Text messages TV and radio ads Fliers Newspaper and magazine adverts

Direct Mail Marketing - Direct mail marketing is communicating with audiences via flyers and letters through the post. Companies will usually send marketing collateral to a particular demographic.

We're sure you don't need an example of annoying direct mail. We're all pretty sick of the rubbish that constantly gets pushed through our letterbox.

Recently DMM has evolved into Email Marketing.

Disruptive Marketing - Disruptive marketing is all about finding a new and better angle for a product, either from adapting a marketing strategy, altering a product or creating something innovative that completely changes a while industry.

Apple is the perfect example of a company spotting a problem within an industry, adapting and disrupting the status quo.

With iTunes, Apple created an infrastructure when consumers could buy music from them, not from shops. It singlehandedly killed CDs [as well as provided the final nail in the coffin for cassettes and vinyl records].

Diversity Marketing - Diversity marketing is more commonly known as cultural marketing, ethnic marketing or multicultural marketing.

It refers to acknowledging that consumers have diverse backgrounds and that by tailoring messaging, businesses can potentially make more sales.

Because they deal with a lot of different skin types, L'Oreal market their makeup products effectively to people of various backgrounds.

Door-To-Door Marketing - Door-to-door marketing is the technique of going from one house to another, pitching a product or service.

Double-glazing is one of the commodities most commonly associated with door-to-door marketing.

Drip Marketing - Drip marketing is sending out a scheduled set of promotional emails to a mailing list [advertising a product or service]. It’s basically automated email marketing.

A drip marketing campaign is associated with a lead magnet.

You see something you're interested in, download a guide and get a series of emails that are set up to be automatically sent out to that person every day for the next few weeks.

The aim is to sell a high-end product or service off the back of the emails.

Ecommerce Marketing - Ecommerce marketing is all about increasing awareness of an online store’s brand and inventory. Ecommerce marketing can take place online and offline.

When one customer ordered bedding from online store Laura Ashley, they received an additional gift 2 days later through the post.

Email Marketing - Email marketing is when you communicate and advertise to customers via email.

Businesses normally accumulate a mailing list of clients and potential leads over time which they can deliver content and pitch things to.

Alternatively, they could choose to email specific targets cold. If you're taking this route, then something like hunter.io will help you find just about any email address you want.

Plus, you can even use this free tool to track who opens your emails on Gmail.

Emails help establish and maintain relationships so that deals can be made.

Lots of different websites have a newsletter, lead magnet or some sort of subscription option that readers can use to submit their email address.

Employee Marketing - Businesses shouldn't just focus on external comms. Employees are potential customers and brand ambassadors, which is why many companies have staff discounts and benefits packages.

Entrepreneurial Marketing - Entrepreneurial marketing is about sole individuals executing mainstream marketing strategies. Entrepreneurial marketing is more about having a particular mindset than execute any particular strategy.

Starting a business is tough, so entrepreneurs need to try and get as much mileage out of their marketing as possible. The need for entrepreneurial marketing is usually born out of necessity.

Entrepreneurs don’t have the luxury of large marketing teams or huge budgets. Instead, they must try to get the results they need with more innovative methods.

Some of the most inspirational entrepreneurs haven't always had easy, glamorous starts to their business lives.

Valued at around $82.5billion, Google is one of the most valuable companies around.

Nevertheless, founders Larry Page and Sergey Brin created and grew Google from a garage.

In the early days, Page and Brin were entrepreneurs who needed to market their idea well. As such, they used entrepreneurial marketing.

Ethnic Marketing - Ethnic marketing stems from understanding that we’re not all the same. In other words, we’re all individuals and marketing messages will work well with some people and communities, but not others [and vice versa].

But if a business can segment their audience, they can create bespoke marketing messages that are more effective.

It’s also known as cultural marketing, diversity marketing or multicultural marketing.

In 2014, Coke ran a patriotic ad during the Super Bowl showcasing America's cultural diversity:

Evangelism Marketing - If a business can create customers who will voluntarily become brand advocates, it can execute evangelism marketing. Getting a happy customer to talk about

a brand is going to be extremely effective in establishing trust with prospective consumers.

Apple has a seemingly endless supply of brand evangelists.

Whether we’re talking about iPads, iPhone or IPods, Apple has loads of fans that adore their gadgets and subsequently help market all their products.

Event Marketing - Event marketing is when a business leverages an event to increase brand awareness and drive sales.

The annual Thanksgiving Day Parade in New York City is the second-oldest Thanksgiving parade in the USA. It’s been going since 1924 and US department store Macy’s have always presented it.

Expeditionary Marketing - Expeditionary marketing describes the concept of marketing for growth. It’s a form of risk taking. If a business wants to move into a new market, it should use expeditionary marketing to achieve its goals.

BT always used to be known as a specialist telephony company.

Nowadays, it’s involved in the broadband and TV markets too. It used expeditionary marketing when it started bidding for Barclays Premier League and UEFA Champions League TV rights.

Experiential Marketing - Experiential marketing is marketing a brand, product or service through some sort of immersive experience. It’s a powerful and highly effective type of marketing because experiential events directly engage with people. Good experiences are memorable.

Red Bull is famous for pulling off amazing experiential marketing campaigns. They enjoyed huge exposure with the ‘Red Bull Stratus’, a supersonic parachute jump made from space: It was the world’s highest parachute jump and daredevil Felix Baumgartner passed the speed of sound. Now that's newsworthy.

Field Marketing - Field marketing is marketing face-to-face with prospective customers at a particular place. It’s a direct marketing discipline.

It could mean distributing flyers to the general public at a shopping mall. But it might also be liaising with regular business clients at their head office.

Field marketing professionals will often find themselves specializing in a certain area [or ‘field’].

If you hand out flyers in the street, you’re field marketing.

Flanking Marketing - Flanking marketing is marketing that aims to capture market segments that aren’t being well served by the existing competition.

The idea is that a business will spot an area of a marketing that seems to be of little importance to a rival. It’ll then market itself to try and displace the competition.

Flanking strategies are particularly useful if your business is struggling to compete against bigger companies.

Stewarts Garden Centre doesn’t just sell plants; they also have a café where you can grab a cup of Coffee or have a full-on lunch.

By creating the café, Stewarts is executing a form of flanking marketing. They feel that there is a need for food and drink in that environment that is being underserved.

Free Sample Marketing - Free sample marketing revolves around giving away part of a service product at zero cost, with the aim of selling more of it at a later date. Typically, free sample marketing is executed with food items.

Free sample marketing often takes place in supermarkets, because it's the perfect place to hand out grub - there's a steady influx of customers in a food shopping environment.

Samples are usually handed out near the shop entrance so that customers have time to react after tasting something they like.

Freebie Marketing - Freebie marketing is similar to free sample marketing but it's less about food and more tactical.

We could be talking about ebooks, strategy sessions over the phone, low-priced products, trial memberships and all sorts of

similar stuff, so long as the agenda is to eventually sell something else.

WetFire offer new members free 14 days to test everything out.

Geographic Marketing - Geographic marketing [or geo- marketing] involves incorporating geographical intelligence within a marketing campaign. If a business knows through collecting data that the majority of the customers live in a particular city, it can market directly to them.

Because it’s based on facts and statistics, geo-marketing helps lower the risk of campaigns failing.

If I ran a business that sold jet skis, geographical data will play a big part in the success of any digital campaign. There's no point in advertising a range of jet skis to people with no access to a beach or a stretch of water.

Global Marketing - Global marketing is simply marketing something internationally.

And now, thanks to the wide reach of the internet, global marketing is no longer reserved for big corporations. It’s something you can do from the comfort of your home.

Cars are advertised all over the world.

Goods Marketing - Businesses use goods marketing to increase the sales of a physical product [not a service]. Marketing can generally be divided into 2 areas:

Goods marketing and services marketing. Companies either sell products or services. As such, their marketing strategies change accordingly.

Goods are marketed to us everywhere we go. Some of the best examples are in supermarkets, where products are pushed and promoted constantly. Green Marketing - Green marketing is using an environmentally friendly angle to promote a brand or product.

Today, if a product is deemed to be ‘green’, it gives the product owner a significant selling advantage. But green marketing doesn’t just concern highlighting which products are eco- friendly and which aren’t.

Green marketing is also about brand positioning. By being an environmentally friendly business, a company is display certain values that may influence consumers.

Sky was one of the first companies in the UK to be completely carbon-free and it used this fact for positive effect for many years.

Guerrilla Marketing - Guerrilla marketing is marketing a brand, product or service in a creative and unconventional manner. A successful guerrilla marketing campaign will be interesting, surprising and memorable.

In 2013, the film Carrie was re-released. For those who aren’t aware of the film, it’s based on a book by Stephen King and is about a girl with scary telekinetic powers.

In a frightening, but effective piece of marketing to promote the film, this guerrilla marketing stunt caused one heck of a stir in a coffee shop:

Horizontal Marketing - Horizontal marketing happens when a business teams up with another company that operates in a related niche to market a product or service. By collaborating and pooling resources, the idea is to appeal to a wide audience and maximize earning potential.

I offer copywriting services and many web designers have trouble getting their clients to create content for their new sites. I could team up with a designer and market a more complete product: a new website, complete with copy.

Website design is a related niche, so that would be horizontal marketing:

Humanistic Marketing - Humanistic marketing is marketing that appeals to the typical human needs for certain values and feelings. In other words, marketing that targets our desire for love, altruism, knowledge, compassion, honesty, integrity, empathy, respect, trust and justice.

Marmite has a consistent brand message that we’ll either love their product or hate it. This is a company that demands we take up a position.

Inbound Marketing - Inbound marketing is a strategy that focuses on getting customers to find and connect with you, not the other way round.

It's the opposite of outbound marketing.

The main inbound marketing strategy is search engine optimization [SEO]. If you rank highly in a search result for a commercially valuable keyword, you'll attract relevant traffic [and potential leads] to your website on autopilot even while you sleep.

And these people have found you all by themselves.

Take in as much as possible from inbound.org

Industrial Marketing - Industrial marketing happens when one business tries to sell industrial products or services to another. And for clarity, an industrial product or service is anything that helps produce an end product from raw materials.

It’s a form of B2B marketing, but because of the nature of what’s being sold, an industrial marketing campaign requires a high level of product knowledge.

Look at any old school advert from the 50s and 60s. These products have a heavy focus on industrial elements.

Influencer Marketing - Influencer marketing is the concept of marketing something to a specific person, someone who has a degree of influence over a certain audience.

An influencer could be a celebrity, a person with a strong track record in sales, a well-known author or someone with a large social media following.

Regardless, by establishing a relationship with an influencer, it’s possible to leverage their position and grow your brand quickly.

It happens a lot with gamers on YouTube. If a company is bringing out a new game or console, they might send a copy to a well-known YouTuber so that they can test it and expose it to his or her subscribers.

Informational Marketing - Informational marketing explains exactly what a product or service is. From what the benefits are and why it should be chosen over something else through to where you can buy it, informational marketing leaves no stone unturned.

Informational marketing means understanding that a target audience may have to be educated about a product or service if they are to buy it.

The telephony industry needs to use a lot of informational marketing, since smartphones are always evolving. From the processor to the battery, it's a technical world.

In-Game Marketing - In-game marketing is the tactic of advertising something inside a game. Games consoles and apps are all the rage these days, so businesses can get pretty creative with where they place ads and videos.

If you have a smartphone or tablet, pretty much any free app will have some sort of in-game marketing going on.

In-Store Marketing - In-store marketing is any kind of marketing that takes place in a retail shop. It’s also another name for shopper marketing.

Step inside pretty much any shop and you'll see in-store marketing. From discounts to bargain bins, there are examples everywhere you look.

Integrated Marketing - Integrated marketing is the strategy of trying to create a seamless experience for a consumer, no matter how they’re interacting with a brand.

In other words, no business should have a website that looks a certain way and a marketing campaign that feels like it belongs somewhere else.

To that end, integrated marketing is more of a philosophy than a tactic.

Google is a company that offers a very integrated experience.

When you think about it, Google has several different features. There’s gmail, Google docs, Google Analytics and suchlike, but when you try to log in to Google, their message is clear:

Interactive Marketing - Interactive marketing is any form of marketing that can be triggered when someone performs a particular action.

Search engine optimisation is a form of interactive marketing in action. SEO is all done in real-time. Someone enters a keyword and gets a string of results.

When someone uses a search engine to look for a copywriter, that triggers a reaction in the form of websites showing in the search results. My SEO work means that the Splash Copywriters website ranks highly and I use that opportunity to advertise what I do.

International Marketing - International marketing is, as you’d imagine, marketing a product or service in multiple countries. Some products or services are only designed to be sold locally, but others can be marketed anywhere.

It’s another name for global marketing.

Red Bull do such an amazing job with their international marketing, that it’s easy to forget that they’re an Austrian company.

Internet Marketing - Commonplace in today's world, internet marketing is any kind of marketing that takes place online. It’s the opposite of offline marketing. It’s quite a broad term, since it covers a wide range of marketing practices, such as content marketing, SEO, PPC and email marketing.

For clarity, internet marketing is the same thing as online marketing.

Check out the John Lewis website.

The home page doesn't mess around. It knows full well what it wants to sell… and how.

Left-Brain Marketing - Left-brain marketing is marketing that appeals to a practical audience. Science tells us that right- brained people are creative, whilst left-brainers are more methodical.

Left-brain marketing values organization over creativity.

Over the years, Ronseal’s no-nonsense adverts have always appealed to the straight-talking consumer. Their ‘does what it says on the tin’ tagline is the stuff of marketing legend.

Local Marketing - Quite simply, local marketing is the strategy of marketing something to a nearby audience.

It’s an approach that’s most commonly used by a bricks and mortar shop or restaurant.

When a local restaurant posts a leaflet through your letter box, that’s local marketing.

Long Tail Marketing - Long tail marketing refers to the strategy of targeting a large number of niche markets with a product or service.

It’s mainly used by businesses that are dominated by a huge market leader.

Facing a battle to grow, a company can shift their focus to multiple niche markets that have less demand.

That might sound counterintuitive, since those low demand markets won’t be as lucrative individually, but they might be when their total reach is combined.

Most of us have shopped on Amazon, I’m sure. And you will have been recommended products.

That’s long tail marketing and an example of Amazon attacking multiple niches.

Loyalty Marketing - Loyalty marketing is marketing that concentrates on retaining customers through offering various incentives. The logic of loyalty marketing hinges on the belief that the cost of acquiring new customers is far more than the price of keeping an existing one.

Just check out all the loyalty cards out there. By giving out their clubcards, Spa can tempt customers back in by offering relevant discounts.

Mass Marketing - Mass marketing is marketing with the intention of selling something to as many people as possible. There’s no requirement for building relationships or bespoke messaging; the focus is on volume sales.

Some companies are able to execute marketing strategies that are relevant to a wide audience. In reality, for most businesses, mass marketing will only serve to generate lots of low-quality leads.

Another name for mass marketing is shotgun marketing.

Walmart is probably the most successful mass-market retailer in the world. Yet their marketing often feels more personal than it really is.

Mobile Marketing - Mobile marketing is any marketing that’s specifically designed for mobile consumption. Mobile advertising is incredibly important in today’s world, since we carry and use our smartphones constantly.

Potential customers have never been so accessible.

According to research, 70% of the entire population of the world owns a smartphone and 70% of those people choose to access the internet on their mobile rather than by using a laptop or desktop computer.

Just fire up your own device and you'll see plenty of examples soon enough.

Multicultural Marketing - Multicultural marketing is another name for cultural marketing, diversity marketing or ethnic marketing. It's the idea that businesses will have more success if they create alternative campaigns for different cultures.

McDonald's create separate messaging for their worldwide audience.

Multi-Level Marketing [MLM] - Multi-level marketing is a way of making money through selling products to consumers and by recruiting other people to do the same. Also called network marketing, multi-level marketing is more of a business model than a strategy.

The aim is to create two revenue streams. Ideally, profits are generated through straightforward product sales, but also via a network of people in your team that are doing the same. [Team members get a different % of the revenue depending on which level they’re at, but they can create their own teams too.]

Arbonne, Herbal Life, Avon and Mary Kay are all MLM companies.

Native Marketing - Usually found online, native marketing is any kind of advert that matches the look and feel of the media format they're found on.

Basically, native ads aren't supposed to look like ads.

The paid ads that sit at the top of most Google searches are examples of native advertising. They're pretty subtle - only a small green box identifies the result as an ad.

Network Marketing - Network marketing is a marketing strategy that aims to generate revenue from selling goods to customers, but also by building a team of people under you who will do the same.

Network marketing is another name for multi-level marketing.

Forever Living and Juice Plus are well-known network marketing companies.

Neuromarketing - Neuromarketing is the study of how our brains react to different forms of marketing and this embracing this kind of marketing strategy can be pretty effective.

As a marketing strategist, I know first-hand how important it is to understand what makes us tick.

In winning the US Presidential election, Donald Trump surprised many people.

But in reality, should we be that shocked? After all, he did a masterful job of manipulating the emotions of the American votes, particularly by scaremongering about their economic futures.

New Media Marketing - New media marketing is marketing through the latest mediums. Whether we’re talking about online trends, social media or digital advertising, new media marketing embraces technology.

Many businesses are using innovative things like virtual reality to increase brand awareness.

Newsletter Marketing - Newsletter marketing is promoting your company through emails.

Many websites will offer you the chance to sign up to a daily, weekly or monthly newsletter and it's a great way of nurturing a relationship with a potential customer.

Next-Best-Action Marketing - Next-best-action marketing is about being able to offer a relevant product or service to a customer if they’ve already said no to something else.

The point is, we’ve all passed up on a deal only to be offered something identical further down the line. If we’ve said no once, has something changed now? No, probably not.

So, businesses that repeatedly advertise the same things in the same way are wasting everyone’s time.

Next-best-action marketing aims to resolve this issue. By intelligently building on the information available, some companies can offer something more apt.

Imagine you’ve just bought a new washing machine. The retailer offers you insurance, but you say no. It’s too expensive and if anything does go wrong, it’s the same price to buy a replacement.

If that shop contacts you in 6 months’ time and asks if you’d like to buy insurance, the answer would still be no. But suppose they offered a cheap tune-up service?

That’s completely different. It’s the next best thing… and the retailer still makes money.

Niche Marketing - Companies use niche marketing when they spot a gap in the market for a product or service that would only apply to a particular audience. A good product in a niche market can often make more money than an average one in a mass market.

By specialising in selling clothes for large men, Jacamo have identified a niche market

Non-Traditional Marketing - Non-traditional marketing is about being daring to be different with your marketing strategies. This approach is risky, but can pay off.

To illustrate the difference that Nivea products can make to your skin, Nivea created a very unique sofa and put it in a variety of shopping centres:

Offensive Marketing - Often unethical, offensive marketing happens when a brand attacks the weaknesses of a competitor whilst highlighting their own strengths. Of course, companies can’t really call out specific rivals, so they usually do it in a roundabout way [where it’s still pretty obvious who they’re referring to].

The easiest and most common form of offensive marketing would be companies that leave fake negative reviews of their competitors.

Offline Marketing - Offline marketing is marketing that happens away from the internet, like television commercials, billboards, radio ads, flyers or newspaper pullouts.

Walk down the street and you'll see posters at bus stops or in shop windows.

One-To-One Marketing - One-to-one marketing is marketing that interacts directly and independently with a customer.

Businesses who use one-to-one marketing believe that bespoke, personalized marketing messages are more likely to foster greater customer loyalty.

Those of us who have a supermarket loyalty card will get offers and vouchers through the post.

But they’re not just any old offers - they’re offers that are related to the things we usually buy from that store [they know what we buy because they collect the data].

That’s personal, one-to-one marketing.

Organization Marketing - This marketing discipline exists to create, maintain or change a public opinion of an organization.

The Salvation Army in South Africa was behind some brilliant organization marketing.

A while back, you may remember a photo of a lady in a dress that went viral.

An optical illusion, people saw the dress in 2 ways: it was either gold and white or black and blue.

During the hysteria, the Salvation Army used the photo and added a clever twist to raise awareness of domestic violence against women.

Outbound Marketing - Outbound marketing promotes a product or service to people who weren’t looking to buy anything.

Outbound marketing is the opposite of inbound marketing.

A billboard is a good example of outbound marketing.

If you're driving walking around and see a sign advertising food or drink of some sort, that often makes you feel hungry or thirsty [regardless of whether you genuinely are].

Outdoor Marketing - Outdoor marketing is any kind of marketing that takes place outside.

A lot of marketing takes place outdoors. There’s billboards, bus stop posters, car stickers, digital advertising, shop signs and much more.

Out-Of-Home Marketing - Out-of-home marketing is advertising that’s specifically designed to reach customers when they’re not at home. It’s another name for outdoor marketing.

KitKat came up with a really cool idea for a bench. The slats were made to look like chocolate fingers, whilst half the bench displayed the wrapping.

Partnership Marketing - Partnership marketing is about collaborating with a person or business because they have a relationship with an area of a market that you’re interested in selling to.

By partnering with somebody, you’re able to introduce your brand to a new audience. It's also known as affinity marketing.

A while ago, Apple hooked up with Starbucks.

The deal is pretty simple. Starbucks offer free Wi-Fi to their customers. Apple has iTunes. So, what do they do? Apple gives Starbucks customers free access to iTunes music.

Pay-Per-Click [PPC] Marketing - This is any kind of digital advertising that charges a business every time someone clicks on their ad [irrespective of what subsequent action is taken].

Google Ads is a PPC strategy. A business would create an ad, set a budget and be charged for every click.

Performance Marketing - Performance marketing is digital marketing that only costs businesses money when it delivers a tangible result. Depending on what a company wants to measure, performance marketing is judged on the number of sales, leads, clicks and impressions.

PPC advertising is the very personification of performance marketing. Businesses place adverts on the internet. The more clicks the ad gets, the more they pay.

Permission Marketing - Permission marketing is selling goods and services to someone who has specifically agreed [in advance] to receive marketing information. Businesses will clearly be able to sell more things to people who are open to be

sold to, but the issue with permission marketing is one of scalability.

Many digital businesses today use lead magnets.

They offer something of value in return for a prospect’s email address. Prospects know that handing over an email address means that they’re opting in to receive marketing information.

Person Marketing - The goal of person marketing is to create, maintain or change a public opinion of someone. In particular, this strategy is used to promote celebrities, politicians and sports personalities.

Barack Obama and his PR team showed a lot of creativity and shrewdness when campaigning for his election.

In politics, it's impossible to please everyone, but Obama came pretty close.

Personalized Marketing - Just as it sounds, personalized marketing revolves around creating bespoke messages for customers.

The logic being, the more relevant a business can be to a person, the greater the chance of selling.

There’s no doubt that personalized marketing is incredibly effective. When people ask me for advice, one of the techniques I recommend is to focus in on one person.

Facebook uses personalized marketing.

From our activities, Facebook learns about the stuff we like and the things we’re interested in. They're able to surface relevant ads for each of their 1.79 billion active users.

Persuasion Marketing - Persuasion marketing happens when content creators use what we know about human psychology in order to manipulate how we feel about stuff.

And it's really powerful.

When I'm teaching people how to become copywriters, I always stress that understanding how and why we behave the way we do is more important than having a strong knowledge of grammar and punctuation.

It’s very easy for businesses to churn out marketing schtick without any real appreciation of selling.

Ultimately, no matter what the industry, people buy from people. Marketing that accurately grasps how humans think is more likely to work.

A company that prices something at $9.99 is using persuasion marketing. The perception is that a product at this price costs under £10, so we’re more likely to buy it on impulse. In reality, it's only a penny less.

Philanthropic Marketing - Many businesses give charitably and philanthropic marketing is using this commitment to essentially raise its profile and standing amongst current and prospective customers.

Kellogg's offered to donate meals in exchange for retweets, but they suffered a backlash and the cereal giants were accused of having a self-serving agenda. That just proves how charitable gestures need to be well thought through.

Place Marketing - Place marketing to create, maintain or change a public opinion of a place.

For obvious reasons, place marketing is particularly prevalent in the travel industry.

Point-Of-Sale Marketing - Point-of-sale marketing is the strategy of increasing sales at the precise time that someone buys something. It takes place by or near a till and requires signage, merchandise displays and a good offer.

The products offered at the point-of-sale are usually things that shop owners will hope would be an impulse buy. Just head into any supermarket, walk up to the till and you'll see stuff to buy.

Post-Click Marketing - Post-click marketing is marketing that engages website visitors after they’ve clicked on an online advertisement. Digital marketers are obsessed with how many clicks they can generate. It’s the metric that even the top advertisers love to measure.

But because everyone puts so much emphasis on how to generate traffic, many businesses fail to make the most of their leads once they get them.

Post-click marketing aims to put that right. To put it bluntly, the goal of post-click marketing is to maximize ROI.

Post-click marketing lives or dies by a company’s ability to understand its audience.

By creating an accurate customer persona, a business will make it far easier to turn a browser into a buyer. With knowledge comes power. All the elements will fall into place: copy, design, offers… everything.

PR Marketing - PR marketing is working with the media in order to increase brand or product awareness.

Apple always makes a big deal out of every product launch.

Product Marketing - Product marketing is a type of marketing that tries to drive demand and usage of a product.

It’s quite a broad term. For some people, it means marketing product features effectively. Equally, for others, product marketing is also about analyzing the competitive landscape in a market.

Of course, if you’re clever, it’s possible to communicate product features and industry USPs simultaneously.

Once again, look no further than Apple and how they market the iPhone.

Promotional Marketing - Promotional marketing aims to give customers an extra reason for purchasing a product or

service. Typical promotional marketing strategies would include contests, giveaways, discounts and samples.

Black Friday is a global example of promotional marketing.

Proximity Marketing - Proximity marketing takes place when businesses are able to communicate with consumers when they’re on the go. It utilizes location technology [like Bluetooth or WiFi] and allows companies to connect with the public if they have a portable device [like a smartphone].

Proximity marketing is often effective because it helps businesses deliver more relevant advertising.

Macy’s deliver personalized deals, recommendations and rewards to customers when they’re in a store [assuming they’ve opted in and agreed to this].

Pull Marketing - Pull marketing is any form of marketing that generates leads in a non-intrusive way. It’s the opposite of push marketing.

Creating a Facebook group and delivering useful content to that community for free is a form of pull marketing.

Push Marketing - Push marketing is an aggressive, intrusive marketing strategy that pushes a product or service onto an audience who may not have been aware of it previously. It’s the opposite of pull marketing.

You’ll see push marketing campaigns whenever a brand has created a new product line.

Real-Time Marketing - Real-time marketing is any marketing strategy that uses up-to-date information. You can’t plan real- time marketing. Instead, a real-time marketing strategy must be focused on current trends.

An exit intent pop-up on a website is a good example. Pop-ups exist to capture information about a prospective customer, such as a phone number or email address.

Businesses then use that information to market stuff.

An exit intent pop-up is a pop-up that surfaces when a website visitor appears to be leaving a website [maybe their cursor is hovering near a close button].

Something of value is marketed to a user because of their behavior on a website. They’re just about to leave so, in real- time, one more marketing effort is made.

Referral Marketing - Referral marketing is using an existing customer to bring in new customers. Also known as word-of-mouth marketing, referral marketing is extremely powerful, but success hard to predict.

Yesware is a SaaS company and there are 2 reasons why this is a great example of referral marketing.

Firstly, the reward for the person doing the referring is both relevant and valuable.

Secondly, the referral message is pre-populated, meaning that all the hard work has been done. Yesware make it as easy as possible to refer them.

Relationship Marketing - Relationship marketing is about establishing, maintaining and nurturing relationships with consumers. It’s a long-term play that focuses on customer loyalty and engagement, rather than acquisition.

The logic behind relationship marketing is that it will deliver repeat customers who will generate more revenue than a one- off sale. It also works because common sense dictates that it costs more to acquire new customers than it does to keep the ones you’ve got happy.

Do you get vouchers from your local supermarket? Or emails from a company on your birthday? That’s relationship marketing.

Remarketing - Remarketing helps businesses communicate with people who have previously visited a website. It’s powerful because if someone has been on a website before, they’re predisposed to that brand. In other words, they’re warm prospects.

When you’re running a Facebook ad campaign, you can choose to show ads to people who have visited your website in the last 180 days.

Reply Marketing - Reply marketing is marketing that prompts people to respond quickly if they want to take advantage of an offer.

How many times have you been asked to ‘buy soon’, ‘download now’ or ‘hurry up’?

Retail Marketing - Retail marketing is the promotion of goods and services in a retail environment. It’s a very broad term that covers branding, pricing, packaging and promotions.

Retail marketing is another name for shopper marketing.

When you’re offered 2 items for the price of 1, that’s retail marketing.

Reverse Marketing - Rather than actively promoting a specific brand, product or service, reverse marketing aims to encourage people to seek out a business, product or service of their own accord.

In other words, reverse marketing doesn’t exist to convince someone to buy something. Instead, it causes intrigue and attracts interest.

Clothing company Patagonia created a clever reverse marketing strategy in 2011. Their collateral carried the headline 'Don't buy this jacket'. Intriguing, certainly.

Scarcity Marketing - Scarcity marketing is marketing that capitalizes on a customer’s fear of missing out on something. It’s based on the psychological principle that people want what is difficult to acquire.

Stores always have sales that are ‘ending soon’. Or they offer discounts that expire on a certain date. Some only create a limited range of products. Have you ever seen a sign saying ‘hurry while stocks last’?

When you’re booking a train ticket from Bournemouth to London, you can see how many tickets are left:

This is scarcity marketing. Noticed how the copy is in red – it really stands out. Plus, red stands for danger. This is a warning: if I don’t book soon, I may miss out…

Scientific Marketing - Scientific marketing is the discipline of improving ROI by analyzing and testing market data and statistics.

Market research is a form of scientific marketing.

Suppose a business was launching a new drink. If it conducted market research, then the more information is gathered, the more likely it is to create a marketing strategy that resonates with my target audience.

CHAPTER THREE – CONCLUSION

Marketing is fun, drafting strategies that work is fun but takes a boat-load of work. You need to understand the objectives of the brand and how they want to be perceived by the audience before deciding what strategies to go with.

I’ve seen brands reject strategies that will definitely work for them simply because it doesn’t fall in line with their brand tone and messaging.

So, as a marketing strategist you need to be very careful in selecting what strategy to use, else you’d waste good strategy on the wrong brand.

How then do you know what strategy to chose and for what type of brand?

It boils down to two things:

1. Current Messaging Tone and Customer Types – Who are the current customers, what data do you have on them to know what category they fall into? When you have these information on what’s currently going on with the brand marketing and communication, you’d easily know what strategy to go with.

2. What is the brand goal and objective when it comes to marketing. Some brands just want to engage the customers and strike a form of conversation, some just want to make money, others might just want to be emotionally available to their

customers which is the case of Nike and Coca Cola’s emotional marketing campaigns.

Figure out the objective of the brand, coupled with the current state of their communication, you’d easily come up with the perfect marketing strategy.

Marketing is an ever-evolving subject just like technology, that’s why the strategies laid out in this book might be fun and interesting but overtime might become obsolete, so, a constant yearning for knowledge in marketing should be an habit for you.

ABOUT THE AUTHOR

Kingston Badejoko Stratis is a Marketing Strategist with over 7 years’ experience in the digital marketing, social media management, growth and digital strategy space working at digital and creative agencies and managing accounts of brands spanning several industries.

Over the years, Kingston have also spoken about and taught digital marketing, social media management and digital strategy at over 15 events and Masterclasses hosted by brands including Facebook, Google, Microsoft amongst others.

A self-starter who is also a senior level graphic designer, content writer, web designer and product photographer.

Kingston’s career started back in 2015 when he started his first digital agency. Over the years, he has managed campaigns for multinationals like Union Bank, Harvesters International Christian Centre, TechBoss amongst several others.

A two times nominee for SME100 Nigeria 25Under25 Awards (2017, 2018), nominee for Union Bank and Connect Nigeria Top100 SMEs In Nigeria (2019), Nominee for the DotNet Awards (2018) and the winner of the Babra Awards for Outstanding Young Entrepreneur of The Year, Ogun State (2018) and finally won the Union Bank and Connect Nigeria Top100 SMEs in Nigeria 2020.

The Founder and Lead Strategist at Cavemen Agency, a creative agency with expertise in social media management, digital marketing, branding, web design and creative strategy. He is also

the Co-Founder and CEO of WetFire, an AI startup that helps SMEs and very small enterprises to go online. Unlike typical do-it- yourself website builders, WetFire is a complete “do it for me” solution that takes business fully online in minutes.

He is also the brain behind The Boss Hub Africa, a community of entrepreneurs learning, growing and nurturing each other, head of the Strategy Cartel, a group of marketing strategist, digital entrepreneurs and social media influencers and the host of G5 Festival and The Strategy Frog Podcast (Formerly The Bootstrapping Frog Podcast).

I'm always interested in teaching and learning from like-minded people. Connect with me across digital platforms @KingstonStratis and for business and partnerships, please send an email to [email protected] and I’ll respond as soon a possible.

THANK YOU!