Are you looking for different ways to market to your consumers? In this new series we cover different strategies that marketers can use. Covered in this first part is: affinity, behavioral and ethical marketing.

1. An introduction to different strategies
that marketers can use in their
marketing efforts. From definitions to
facts as well as to examples of usage.

2. Table of Contents:
PageTitle: Page Number:
Affinity Marketing 3
Behavioral Marketing 11
Brick & Mortar Marketing 18
Business to Business Marketing 28
Business to Consumer Marketing 38
Cause Marketing 49
Celebrity Marketing 59
Consumer Generated Marketing 69
Content Marketing 78
Direct Marketing 88
E-commerce Marketing 98
Email Marketing 112
Ethical Marketing 125
Geo-marketing 135
PageTitle: Page Number:
Inbound Marketing 148
Influencer Marketing 158
Interactive Marketing 167
Mobile Marketing 177
Neuromarketing 186
Niche Marketing 197
Outbound Marketing 205
Personalized Marketing 214
Relationship Marketing 222
Search Marketing 230
Viral Marketing 239
Word-of-Mouth Marketing 246
Work Cited 253

3. Marketing Strategies:
Affinity
Marketing:
Create strategic partnerships
that are mutually beneficial
Form alliances with
complementary brands
Known as partnership
marketing
With this strategy, one brand generates sales while the
other creates new customers & builds brand awareness
Compiled By Author from: cultbranding.com
Definition:

4. Marketing Strategies:
One of the
major strength
is how
customizable it
is
There are many
groups and
target markets
that can lead to
success
Members of
organizations
are always
looking for
more
incentives,
making them
one of the most
successful
affinity groups
Simply reaching
out to a new
group or
organization
isn't enough to
develop a
strong
relationship
Successful
campaigns take
teams of
marketing
strategists and
business
negotiators to
leverage strong
partnership
Communication
is one of the
most important
elements of a
successful
affinity
marketing
campaign
Compiled By Author from: marketing-schools.org
Affinity Marketing: Facts

5. Marketing Strategies:
Why Use Affinity Marketing:
Establish client
referral
policies and
procedures
Develop
ambassadors
within your
community to
promote your
services
Negotiate
mutually
beneficial
marketing
relationships
Solicit
endorsements
from
associations
with many
members
Group
marketing
effort to
individual
niches
Cross-selling
products to
existing
members
Compiled By Author from: marketing-schools.org

6. Marketing Strategies:
Steps to Follow:
Choose the right business partner
Establish clearly defined goals, objectives,
and responsibilities
Ensure that the partner's goals are aligned
with yours
Compiled By Author from: marketing-schools.org
Affinity Marketing:

7. Marketing Strategies:
There are two parties
involved in an affinity
marketing campaign:
Affinity group
Business
providing the
group with a new
product or service
Affinity groups typically
include:
• Membership organizations or
associations
• Nonprofits & charities
• Companies that cater to specific
demographics
Compiled By Author from: marketing-schools.org
Affinity Marketing:

8. Marketing Strategies:
Businesses
typically involved
in affinity
marketing
campaigns
include:
Airlines
Banks
Gas Stations
Hotels
Large
Clothing
Outlets
Real Estate
Companies
Supermarkets
Compiled By Author from: marketing-schools.org
Affinity Marketing:

9. Marketing Strategies:
Example:
J.P. Morgan Chase Bank partnered with Amazon.com
They began to offer an Amazon.com RewardsVisa Card
The main reason to create the partnership was because they
understood the online shopping market was expanding
Compiled By Author from: marketing-schools.org
Affinity Marketing:

10. Marketing Strategies:
Behavioral Marketing:
Known as behavioral
targeting: profiles prior
behavior of online users to
determine which ads they see
next
It allows for a deeper level of
ad customization, giving
businesses insight into the
habits and desires of
consumers
Uses web analytics, computer
applications and cookies,
browsing and search history,
and IP addresses, to create
user profiles
With the collected
information, the website’s ad
server will generate relevant
and targeted content or
advertisements that appeals
to their interests
Compiled By Author from: marketing-schools.org
Definition:

11. Marketing Strategies:
It takes online
information and
uses it to tailor
the message to
the user
Targeted
advertisements
are more likely to
seem interesting
to users
They take into
account their
individual
preferences to
display relevant
content
Understanding
how to
implement these
campaigns allows
marketers to
reach a more
receptive
audience
It can be used to
further pinpoint
each user’s
preferences but
isn’t only used to
sell items
Compiled By Author from: marketing-schools.org
Behavioral Marketing: Facts

12. Marketing Strategies:
Onsite Behavioral
Targeting:
Network
Behavioral
Targeting:
• Focuses on individual users
• Analysis user responses and
demographics, ads can be
targeting to each person’s
needs and interests
• Focuses more on user types
• For example, a visitor to a
fantasy-football site is likely
male, thus advertising will be
geared to a male audience
Behavioral Marketing: Types
Compiled By Author from: marketing-schools.org

13. Marketing Strategies:
Strategies are typically
enacted by companies who
have access to the
technology needed
Companies use automated
platforms & capture data:
website visits, CRM, and
email analytics
With that information,
businesses create
behavioral profiles of
customers that includes:
website and social media
usage
By quickly creating
messages that target
consumers, consumer
response rate will increase
over time
As customers interact more
with a website, companies
are better able to
personalize the website
experience to their past
behaviors
Businesses can build
content blocks on their
websites that serve up ads,
text, and videos, based on
each visitor’s past actions
Compiled By Author from: marketing-schools.org
Behavioral Marketing: How to

14. Marketing Strategies:
Large online retailers and social-media sites already use behavioral marketing techniques—
as do companies that purchase ads from those sites
By targeting ads to specific needs, companies can also provide goods and services that will
not only fill consumer closets, but improve their quality of life
This is an extremely targeted strategy, that doesn’t work as well with products that appeal
to a more general audience
Additionally, because of the data being used, privacy issues—and legislation to address those
issues—will affect the approaches used by marketers going forward
When used properly, behavioral targeting can be a very effective way to reach the right
customers with the right products and services
Compiled By Author from: marketing-schools.org
Behavioral Marketing: Users

15. Marketing Strategies:
Example:
By looking at information on sites, consumers will start to see ads
about the things they have searched
The ads targeted at consumers watchingYouTube videos are
often the result of behavioral marketing
A consumer's past likes, IP location, and comments are taken into
consideration when presenting ads for their tastes and location
Compiled By Author from: marketing-schools.org
Behavioral Marketing:

16. Marketing Strategies:
Ethical
Marketing:
Ethical marketing is less of a marketing strategy and
more of a philosophy that informs all marketing efforts
It seeks to promote honesty, fairness,
and responsibility in all advertising
Ethics is a notoriously difficult subject because everyone has
subjective judgments about what is “right” and what is “wrong”
This is not a hard and fast list of rules, but a general set of guidelines
to assist companies as they evaluate new marketing strategies
Compiled By Author from: marketing-schools.org
Definition:

17. Marketing Strategies:
Compiled By Author from: marketing-schools.org
Unethical advertising
is not against the law,
there are companies
who use this to gain a
competitive
advantage but
customers do not
want to feel
manipulated
Companies can use
ethical marketing as a
way to develop a
sense of trust among
their customers
If a product lives up to
the claims made in its
advertising, it reflects
positively on the
entire company
It can make the
consumer feel like the
company is invested in
the quality of the
products and the value
they provide
customers
Ethical Marketing: Facts

18. Marketing Strategies:
Compiled By Author from: marketing-schools.org
• When an advertiser relies on subjective rather than
objective claims, they are puffing up their productsPuffery
• Women in advertising have often been portrayed as sex
objects or domestic servantsStereotyping Women
• Surrogate advertising finds ways to remind consumers of
these products without referencing them directlySurrogate Advertising
• Many products promise to deliver results without
providing any scientific evidenceUnverified Claims
Ethical Marketing: Types of Unethical Marketing

19. Marketing Strategies:
Compiled By Author from: marketing-schools.org
This offers tools for companies to
evaluate the marketing strategies
they use
If a company decides that an ethical
marketing strategy can increase their
profits or advance their public image,
they can take steps to revise their
existing marketing
Any ethical marketing effort will
begin with a careful analysis of the
company, its customers, and the
markets it operate within
A company will then decide which
features of their advertising to
perform in ethical ways
An agreement about how they want
to deliver their campaigns must be
reached
Any effort at ethical marketing has to
balance a company’s self interest with
their social responsibility
Ethical Marketing: How to

20. Marketing Strategies:
Compiled By Author from: marketing-schools.org
Any business, from the smallest mom and pop
store to the biggest multinational corporation
can choose to be open, honest, and fair when
they advertise to their customers
When done in a thoughtful way, ethical
marketing can be an economical and effective
form of advertising
Corporate responsibility can be a major selling
point to consumers who are interested in more
than just price and quality
Companies that are known for treating workers
fairly, sourcing sustainable materials,
environmental stewardship, and charitable
donation have to reflect these principles in
their marketing efforts
Users:
Ethical Marketing: Users

21. Marketing Strategies:
Example:
Companies that claim to practice ethical advertising
must feature it in their marketing process
Dove soap, ran a widely seen ad campaign featuring
“real” models
The ad was meant to promote realistic body images
and encourage girls to love the way they looked
Compiled By Author from: marketing-schools.org
Ethical Marketing:

22. Work Cited:
• "11 Examples of B2C CampaignsThat B2B Marketers Can Learn From." HubSpot Blog Homepage. N.p.,
n.d.Web. 30 Jan. 2017. <https://blog.hubspot.com/agency/b2c-campaigns-b2b-marketers-
learn#sm.00001xegrjmb6hf6ewd8obblv44c6>.
• "52Types of Marketing Strategies." Cultbrandingcom RSS. N.p., n.d.Web. 30 Jan. 2017.
<http://cultbranding.com/ceo/52-types-of-marketing-strategies>.
• "Definition of a Brick and Mortar Retailer." Chron.com. N.p., n.d.Web. 30 Jan. 2017.
<http://smallbusiness.chron.com/definition-brick-mortar-retailer-13628.html>.
• "Examples of Direct Marketing Campaigns." Chron.com. N.p., n.d.Web. 30 Jan. 2017.
<http://smallbusiness.chron.com/examples-direct-marketing-campaigns-24087.html>.
• Orfao,Tyler. "5 Examples of 'Permissive' Outbound MarketingTechniques." HubSpot Blog Homepage.
N.p., n.d.Web. 30 Jan. 2017. <https://blog.hubspot.com/blog/tabid/6307/bid/21706/5-Examples-of-
Permissive-Outbound-Marketing-Techniques.aspx#sm.00001xegrjmb6hf6ewd8obblv44c6>.
• "Types of Marketing | Explore the various types of marketing strategies used by professionals." Types
of Marketing . N.p., n.d.Web. 30 Jan. 2017. <http://www.marketing-schools.org/types-of-
marketing.html>.

23. Contact Us for the Full Presentation:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com