Other types of marketing

This is the promotion of products or services by email. This type of marketing is one of the most effective and cost-efficient marketing strategies for small and medium businesses.

Despite the growth of social media, it remains a great way to reach people and turn them into loyal customers.

Benefits

• cost effective
• high reach
• can be personalised to tell your brands story

Challenges

• building a customer database
• emails going into Spam folders
• low click through rates, opening email but not following to website

Find out more about email marketing.

This is when a business or brand pays to advertise online.

With paid marketing, you purchase advertising that allows you to specifically target audiences, instead of waiting for them to find you organically.

Benefits

• you can target people based on their interests, demographics, and even their purchase history
• can be done with a small or unlimited budget
• ads are more easily ranked on SEO

Challenges

• some users use ad blockers, which can limit the reach of your paid ads
• can be considered less credible compared to organic searches
• requires some learning

Find out more about paid marketing.

Traditional media marketing includes using direct mail, tv advertising, posters and billboards and print advertising, such as in newspapers.

For businesses looking to reach local customers this can be a good way to do that. Local radio stations, magazines and newspapers are a good place to market your business as they’re often trusted within the community.

Benefits

• Credibility - traditional marketing can be seen as more trustworthy than digital marketing, especially for those who aren't as comfortable with online platforms.
• Effective for those not online – print media is a reliable way to reach those customers that prefer a physical read.
• Reach local audiences – it’s an easy way to raise awareness in your local area.

Challenges

• Can be costly – purchasing ad space or paying for large print runs can be expensive.
• Difficult to measure – can be difficult to monitor the direct impact of a billboard or press ad on sales or leads generated.
• Limited reach – this type of marketing can be restricted by geography.
• Hard to adapt to response – can be difficult to change once printed.