Types of marketing (19/01/21).

 

Types of marketing

 

Analogue marketing

Mostly consists of printed material, such as posters and leaflets.

(I will not use this as I am mostly targeting Millennials who are ecologically aware and digitally driven and will therefore be less attracted by leaflets). 

Digital marketing (see below)

Is advertising on the internet and online.

(I want to use this method for my film)

 

1. Paid advertising

This included traditional advertising like ads in newspapers and magazines, and TV, but also internet marketing through the internet, for example social media using paid advertising including PPC (Pay per click) – when the advertiser pays the publisher when a click is received.

(I would use social media advertising, on Facebook, Instagram, YouTube and Twitter).

2. Cause marketing

Focuses on social lives like equality and diversity. This links the services and products of a company to a social cause or issue. It is also well known as cause related marketing. It is designed to raise awareness for a cause, while selling a product. For example BAM clothing – made of bamboo – raises awareness for sustainability.

(I would use this kind of advertising as it’s about helping a cause) 

3. Relationship marketing

Focused on customer building and relationships with customers and improving customer loyalty. For example Apple products.

4. Undercover marketing

This type of marketing strategy focuses on marketing the product while customers remain unaware of the marketing strategy. It is also known as stealth marketing. For example employing actors of influencers to promote products without declaring they are being paid to advertise. Cold calling.

5. Word of mouth

It totally relies on what impression you leave on people. This is an important part of marketing – building a good reputation. Asking customers to leave feedback helps this.

6. Internet marketing

It is also known as cloud marketing. It usually happens over the internet. This type of advertising is promoted across platforms using multiple approaches.

(I would use this type of marketing as I want to market across platforms to capture a diversity of 18-30 year olds).

7. Transactional marketing

This also develops a bond between the retailers and customer, using strategies such shopping coupons, discounts and loyalty cards (e.g., Boots points card) and it increases the chances of sales and motivates the target audience to buy the promoted products. QVC channel is also a good example.

8. Diversity marketing

It covers different aspects like cultural, beliefs, attitudes, views and other specific needs. For example Coca-Cola’s advert Id like to buy the word a coke.

(I would use this type of marketing as I want to market across platforms to capture a diversity of 18-30 year olds). 

9. Synergy marketing

This is media working together, for example when McDonalds put a Disney toy in their happy meal. The Disney film is promoted as is McDonalds. 

10. Guerrilla marketing

This is advertising in a way that surprises the consumer by using energy and creativeness rather than a more standard approach to advertising. For example, Ikea using graffiti to advertise their products, or Durex putting advertising stickers on the floor men’s urinals to catch their eye. Colgate toothpaste used created a lolly stick in the same of a toothbrush with the Colgate logo, so when children finished their ice lolly they were reminded to brush their teeth.

How has advertising changed? 

100 years ago adverting relied on word of mouth and adverts in printed media like magazines and newspapers. Direct sales.

·         1930s - When radio became popular, that was used. 

·         1950s - TV became popular

·         1970s - synergy marketing started.

·         1980s – Marketing realised that building a brand and customer loyalty was important.

·         1990s- The internet arrived and digital advertising.

Advertising in the printed media, TV, radio and direct sales continued throughout the above periods. Technology, in the shape of TV and radio was really important, but once the internet arrived, digital marketing became more important as it was able to reach a wider customer base and was able to target specific types of people. 

·         2000 – social media arrived – this was really important in targeting ads to people through algorithms and personal data. Email use increased and provided another channel for advertising. 

·         2010 – People began to realise that their personal data could be used to stealth market and target their desires. Global marketing – eBay and Amazon – allowed produces to be advertised globally and sent around the world. This means that some products may be made in countries with slave labour, but this might not be known the buyer.

Data and customer protection then became useful as people were drawn to advertising that looked trustworthy. Companies want to make sure they provide a good produce as a bad review can lead to loss of sales. This is good for the customer.

 

Research into social media

Social media platforms and demographic, psychographics

Young Females

I found that Facebook and Instagram attracted more females and a younger age group.

Young Males

YouTube and Twitter attracted more young males. I would also advertise in the New Musical Express, maybe using PPC (Pay per click). As this magazine targets young males.

I would use these platforms to advertise – as I am targeting 18-30’s who are Mainstreamers, Aspirers, Reformers, Explorers. These social media platforms also target more educated people in C1 (young professionals) and E (students and Gig economy).

I might also link up with organizations that help musicians such as Help Musicians and Excluded (Cause Marketing). 

Content

As my target market is young, I want to use content that is attention grabbing.

Videos, pictures and graphs in adverts on social media platforms (see above). Social media will enable me to channel my advertising to the target groups above.

More ways to attract customers

·         I may also Lead Ads, to collect information from customers that might be interested in signing up to a newsletter about the Covid 19 and musicians situation and activism or create a blog.

·         I have a brand, but I may also use a sound jingle or catch phrase to add to the advertising “Make it Live –supporting musicians”.

·         I could also get an ‘influencer’ or pop star to promote the Live Support platform and have his or her image on the site.