Marketing Strategies Part 2 of 2

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

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

Marketing Strategies:
Geo-marketing:
This is not a short-term
marketing strategy, nor is it a
campaign by itself
It is a tool marketers use to
determine strategies and
create campaigns—a method
of handling data that creates
insights into the market
environment
Uses location knowledge to
frame marketing efforts, using
digital mapping to organize
and display data for review
and decision-making
The digital map allows
marketers to analyze data by
geographic region or specific
physical location
Compiled By Author from: marketing-schools.org
Definition:

Digital technology,
with location data
available through
social media and
mobile devices, will
only help this
continue to increase
power and capability
Spatial analysis of
data gathered
through this can
promote multiple
goals
Maps need to be
regularly updated,
customer data needs
to be kept current,
and quality-control
measures need to be
employed to ensure
accurate data
Many companies
contract out map
maintenance to
groups that
specialize in geo-
marketing software
and development
Geo-marketing: Facts

Geo-marketing
Shows:
Customer locations
How different
customer segments
are distributed in a
region
What distribution
routes are working at
capacity
What kind of market
share a company has
versus its
competitors
Geo-marketing: How to

An Effective Campaign will Apply the Information
to Multiple Levels, Including:
Identifying New
Markets, and
Establishing/Dividing
SalesTerritories
Logistic
Organization, Such
as Plotting Delivery
and Distribution
Zones
Planning Locations
for New Stores,
Billboard
Advertising,WiFi
Towers, ATMs

Geo-marketing
and data
collection should
be integrated
with online media
Geo-listing on
search engines
may include
offers, coupons,
consumer
reviews, photos
and videos
A company needs
to manage and
maintain each of
these
components
The same
integration should
take place with
mobile devices,
including mobile
versions of the
company website,
and other
applications
Providing value to
these services
increases the
subscription base
and the database
for future analysis

Cell phone companies and other
mobile-service providers are best
suited for using this
Geo-marketing can still be used
by virtually any business, since
digital technology has made it
affordable for even small
companies to implement
Geographic Information Software
(GIS) can be purchased for
analysis and data to feed this
software can be collected through
business activity
Geo-marketing: Users

Local
Customers:
Geo-marketing can identify the
customers within an hour’s drive for the
purposes of sending flyers
It can tell you what areas show the
most demand for your business’s
products or services
It can determine the best places for
purchasing billboard advertisements,
based upon the residences and traffic
patterns of their customer base
Geo-marketing: Customers

Example:
Geo-marketing is used by an array of different
customers and used by many companies
Local business listings—on search engines may include
offers, coupons, consumer reviews, photos and videos
Large firms use database marketing and can apply most
of their existing data to geo-marketing
Geo-marketing:

Influencer Marketing:
Involves marketing products
and services to those who
have a sway over the things
others buy
This market influence
typically stems from an
individual's expertise,
popularity, or reputation
Marketing to an audience of
influencers is similar to word
of mouth marketing, but it
doesn’t rely strictly on
explicit recommendations
Influence can come from a
wide range of places
Any person, group, brand,
or place could potentially be
an influencer
Definition:

Bloggers have
become
important
influencers
because they
are seen as
authentic and
have loyal
followings
By using
influencers,
companies can
avoid much of
the cynicism
and skepticism
that is
directed at
straight
forward
marketing
messages
This form of
marketing is
unique
because it
appeals to the
needs of the
influencer
rather than
the customer
Companies
must give
influencers
respect and
form open and
organic
relationships
for the
influencer to
endorse a
product
The only
major
drawback of
influencer
marketing is
that it isn't as
controllable as
traditional
marketing
Influencers
who
encounter
legal trouble
or fall out of
the public
light might
negatively
impact a
product's
chance of
success
Marketers
must prepare
to deal with
negative
fallout if the
influencers
they use
misrepresent
or rejects their
products
Influencer Marketing: Facts

• Digital tools like SocMetrics make it easy for companies to analyze the most
influential social media profiles based on demographic data
Identify the Most Relevant
Influencers:
• Try to develop a relationship with an influencer before asking them to advocate
for a product or company
Form a Relationship with
Influencers:
• Deliver content and advertising material to influencers in the format that is
more convenient for themFind your Influencers Preferences:
• The FTC requires that any and all material connections be disclosedAbide by Regulations:
• Influencers are more likely to share content with their followers if it is easy for
them to integrate into their blogs, Facebook pages, and other portalsMake it Easy to Access Content:
• There is the tendency to think only of Facebook,YouTube, andTwitter when
thinking about social media
Don't Neglect Minor Social
Networking Sites
Influencer Marketing: Strategies

Set up goals that are
less about increasing
sales and more about
increasing buzz and
public awareness
Goals must be defined
in measurable terms,
spelling them out helps
them be accomplished
Then identify the
influencers you want to
contact by researching
demographics and
target markets
Simple searches of
Google and Facebook
can reveal who has
influence over
consumers
Influencer Marketing: How to

Carefully studying the influencer's
preference makes them easier to reach
out to them
When the company is ready to contact
the influencer, they will communicate
through social media or some other
informal means
The goal is to form a relationship that is
not based entirely on endorsing and
selling
Influencers who are treated with respect
become genuine advocates for the
companies they write about
Companies analyze the
influencers habits
Influencer Marketing: How to

Any business, regardless of the
industry they are in, can benefit
from creating a conversation
around their products
Small businesses might use
inexpensive online strategies to
connect with influencers
Larger companies develop
comprehensive influencer
marketing strategies that stretch
across platforms
Influencer Marketing: Users

Example:
Redwood CreekWine created a social platform called Blaze
the trail to help position the brand as sustainable & natural
La Canse Beef set up a website to educate consumers
about benefits of grass fed beef
General Motors made an exclusive web site for consumers
with a deep knowledge of the brand
Influencer Marketing:

Neuromarketing:
It is the formal study of the brain's responses to advertising
and branding, and the adjustment of those messages based
on feedback to elicit even better responses
Researchers use technologies such as functional magnetic resonance
imaging (fMRI) and electroencephalography (EEG) to measure specific
types of brain activity in response to advertising messages
With this information, companies learn why
consumers make the decisions they do, and what
parts of the brain are motivating them to do so
Definition:

The technology
involved in
neuromarketing is
highly sophisticated,
the premise is simple:
consumers can lie;
statistics don’t
Even if consumers
aren’t lying, they very
often may not
properly articulate
what they’re thinking
It’s estimated that
95% of all thought
occurs in our
subconscious minds—
which traditional
research methods
can’t measure
Neuromarketing:

Nucleus
Accumbens:
Creates the
expectation of
pleasure
Prefrontal
Cortex:
Controls higher
thinking
Hippocampus:
Assists with
memory
Insula:
Anticipates
(and avoids)
painful stimuli
Mesial
Prefrontal
Cortex:
Registers
disappointment
when a hoped-
for reward
doesn’t
materialize
Neuromarketing: Parts of the Brain to Stimulate or not

BeVisual:
Don’t just
tell
consumers
about a
product;
show it
Close
Strong:
People pay
the most
attention at
the
beginning
and end of
an ad and
this will help
ensure
memory
storage
Don’t Use
“we,” orTalk
About your
Corporation:
Focus on
your
customers’
pain point,
not yours
Get to the
Point:
Your
message is
competing
with about
10,000 other
messages
sent to the
brain daily
Keep it
Concrete:
Ads with
facial
expressions,
which help
decode
people’s
intentions,
are one
example
Use
Emotion:
Surprise,
laughter,
fear, and
anger all
cause
disruption—
and thus,
trigger
memory
Neuromarketing: Principals

Their work heavily affects the
visible part of advertising,
but they focus primarily on
the “back end” work
They are more concerned
with studying the emotions
and memories triggered by
marketing messages
It focuses on individual
marketing test subjects—
usually no more than a few
dozen, and over an extended
period of time
MRI and EEG machines are
used to monitor participants’
brain activity before, during,
and after exposure to
neuromarketing techniques
Neuromarketing: How to

It depends on a process known as priming—an electrochemical
reaction set off whenever a topic is first introduced
Priming allows the brain to recall everything it knows about the specific topic
Even before the conscious mind becomes aware of a stimulus, the subconscious mind
has already begun to process it and respond—all in the course of a single second
Neuromarketing is concerned with the second when a response is first formed

Once a consumer's brain is primed, new
information/stimuli is introduced to allow the brain to
compare this new information with what it already knows
Then it forms and
expresses conscious
opinions about the product
itself
This information is
compared to the
information already
compiled in the priming
stage
Once all the data has been
collected, the marketing
campaign itself becomes
more like any “traditional”
marketing campaign
Based on neural and
sensory data collected, the
marketing team will
develop and adjust the
campaign in order to create
maximum engagement,
and memory retention

Neuromarketing is very
expensive so it is
primarily used by large
(or at least heavily
subsidized) companies
and organizations
Even with it skeptics
and detractors
neuromarketing has
already captured the
market’s imagination
As researchers conduct
more studies in the
field, further
refinements—and
possibly legislation will
further enhance and
define neuromarketing
strategies in the future
Neuromarketing: Users

It’s a flexible method to determine customer preferences
and brand loyalty
It can be applied to nearly anyone who has developed an
opinion about a product or company
Neuromarketing measures positive and memorable
impacts in the minds of customers
Sensory devices that create or evoke memories, are
effective ways companies can attract consumers
Neuromarketing: Customers

Example:
Google and MediaVest partnered with biometrics researcher
NeuroFocus
Gauged how users responded to their InVideo advertisements
(the semi-transparent overlay ads onYouTube)
Forty participants’ sensory responses were scored along:
attention, emotional engagement, and effectiveness
Neuromarketing:

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>.

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

Marketing Strategies Part 2 of 2

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Marketing Strategies Part 2 of 2