Having spent the last two decades in both the agency and client sides of the business, I have come to the conclusion that, when it comes down to it, there are only two types of marketing: sales promotion and brand marketing. Offline marketing includes conventional advertising in print, radio, and television media, as well as attending trade shows, fairs, and conferences. Word of mouth marketing is another type of offline marketing. During the 1980s, many companies providing these services reduced their workforce to such an extent that they no longer justified having their own blood donation sessions.
The Blood Transfusion Service responded by increasing the number of local sessions they organized, only to find it increasingly difficult to attract enough donors. Social marketing was born as a discipline in the 1970s when Philip Kotler and Gerald Zaltman realized that the same marketing principles used to sell products to consumers could be used to sell ideas, attitudes, and behaviors. The concept of rural marketing has evolved over time; Kashyap and Raut have divided its evolution into three distinct phases.
Phase One: Agricultural MarketingThe first period is the era of “agricultural marketing” prior to the 1960s; this is the marketing of agricultural inputs and non-agricultural rural products such as sugar cane, cotton, and food cereals.
Agriculture was carried out using primitive methods and commercialization was limited to trade in localized areas.
Phase Two: The Green RevolutionThe second wave of change was initiated by the green revolution and in the period 1960-90 there was a drastic transformation of the rural scenario. The adoption of a scientific approach to agriculture and the use of fertilizers and pesticides resulted in the “marketing of agricultural inputs”. Several companies such as Escorts, Mahindra & Mahindra, and Sriram Fertilizers and Chemicals began marketing products relevant to agriculture.
Phase Three: Liberalization PoliciesThe third phase began after the adoption of liberalization policies in the 1990s. In contrast to previous times when rural markets were considered only an adjacent market with little serious interest, in the post-90s phase companies took a considerable interest in rural markets.
Green MarketingThe concept of green marketing began in Europe in the early 1980s. As some products were found to be harmful to the Earth's atmosphere, new types of products were created that were called green products; this would cause less damage to the environment.
This movement later spread to the United States and has since spread rapidly around the world.
Digital MarketingDigital marketing is a general term for any type of promotional activity that uses the Internet as a messaging channel. Consequently, even two different marketing tactics such as SEO and PPC are considered digital marketing. With any marketing strategy, your goal is to attract and retain customers; however, each type of marketing focuses on a specific stage of the buyer's journey.
Acquisition marketing focuses on the attraction and conversion phases to turn strangers into sales-qualified leads. It is one of the main components of business management and trade. Marketers can target their product to other companies (B2B marketing) or directly to consumers (B2C marketing). Regardless of who you are being marketed to, several factors apply including market orientations which determine how marketers approach the planning stage.
Mass MarketingMass marketing is incredibly useful for large companies or big corporations that need to reach several thousand people at once. If you realize that your team doesn't have the skills to execute this kind of marketing you need, you're not alone; most inbound marketing tactics are included in digital marketing as consumers are trained to research online as they go through their own shopper's journey.
Niche MarketingNiche marketing focuses on targeting unique individuals who are often neglected in market segmentation in a B2C campaign. When used in a niche environment, this type of marketing often focuses on benefits that have to do with a specific type of product rather than a similar product.
Offline/Traditional MarketingOffline/traditional marketing may give off an impression that it's a thing of the past; however advertisements in print magazines or between television programs have not yet disappeared. Some companies may use large sales teams to promote their products and meet potential consumers face-to-face unlike other different types of marketing.
Information MarketingInformation marketing refers to messages that focus more on facts than emotions. Surprisingly enough this type of marketing uses both online and offline methods to get its job done.