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  1. 1. Different Types of Marketing Strategies Available Marketing strategies refer to the different measures a company takes to enhance brand awareness, product acceptance or to create new markets. Marketing strategies are not the same as advertising or PR efforts. Marketing strategies focus on gathering customer information, measuring customer satisfaction, and analyzing customer behavior. Marketing strategies allow companies to focus their limited resources on those areas where they have the most potential for growth. A few common marketing strategies include direct marketing, internet marketing, and cause marketing. Direct marketing, also known as direct mail, brochure, or mailing piece is a very effective way to garner customer attention and obtain feedback. Internet marketing strategies such as search engine optimization (SEO) and pay-per-click (PPC) are also popular ways to generate traffic and gain new customers. Podcasting, on the other hand, is considered one of the newer marketing strategies. Podcasting involves releasing recordings of audio content in the form of a podcast, so that the listening audience can listen to the content anywhere they have an internet connection. Podcasts can be downloaded free from the internet or can be purchased at a low cost through websites and businesses that distribute audio content. Many people view podcasts as an effective way to get information without paying for a long cord. Cause marketing strategies are typically used by businesses who want to establish an association with a specific niche market. For example, auto enthusiasts are a potential target population because of the passionate nature of the industry. A car dealership may choose to create one of several podcasts that address issues that car owners are concerned about. The podcast could address safety concerns or practical issues such as how to keep a vehicle maintained. The dealership would then gain access to a target population of people who are interested in cars and interested in owning or maintaining their own vehicles. Online marketing strategies include pay per click advertising and e-mail marketing. Pay per click ads are ads that are displayed on search engines for visitors to click on. When a visitor to your website clicks on one of the advertisements, you will be charged for the ad. E-mail marketing campaigns are sent to a targeted list of subscribers who have chosen to opt-in to receive marketing messages from your company. Google's AdWords and Yahoo! Search Marketing are two of the most popular pay per click and e- mail marketing strategies for gaining website traffic. Google's AdWords is a pay per click program where you only pay when someone clicks on your advertisement. It is important to note that this program costs money, however, you do not have to pay for every click, or every impression, which can generate substantial savings over time. Yahoo! Search Marketing is an e-mail marketing campaign that targets a specific group of people who are likely to be interested in your products or services by providing a list of relevant and prequalified online users who have requested more information. Other marketing strategies include search engine optimization, web banner advertising, online classifieds, e-mail marketing, viral marketing, and social media marketing. Search engine optimization (SEO) involves making your website and your web pages appear highly in natural or organic search results for specific keywords that will be used by potential customers to find you. This strategy will help to bring your targeted audience to your website. Web banner advertising is
  2. 2. used to attract people to your website, and can help to increase traffic, but it must be designed carefully to avoid appearing spam to your targeted audience. Social media marketing strategies can include blogging, video marketing, podcasting, and social networking. While these marketing strategies are not specifically tailored towards your product, they can be effective in drawing a crowd to your website. A carefully thought out marketing strategy can generate the type of results your business needs in order to grow and establish itself as an authority in its field. To learn more about the different types of marketing strategies available, as well as how to implement them into your business, contact a marketing mentor today.

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