There are several types of marketing, depending on the demand for the product and the reach of the sales market. Let’s consider the main types in more detail:
Conversion – marketing activities that help to stimulate consumer demand. This type is relevant in cases of sagging buying activity of the audience. That is, analytics captures the negative demand. One of the techniques of conversion surge is known to many – promotions, discounts, bonuses. They also use PR channels to promote products, for example, invite a famous person for advertising.
Demarketing. We remember from the beginning of this article, that marketing is (definition) activity, aimed at increasing demand. So, de-marketing does exactly the opposite, that is, it reduces demand. Why? It’s simple, the supply is limited and there are many times more people who want the product. The company deliberately uses tools to contain the CA – increasing product prices, reducing promotional activity.
Incentive marketing – the direct opposite of demarketing phenomenon. The supply is there, but the demand is not. It is the marketer’s job to develop activities that will increase demand for products. Before anything can be done, it is necessary to establish why there are no customers. There is no demand if the product is not relevant in the market; it loses its value; the consumer knows nothing about the new product. Once you understand the reason, you can use various techniques to stimulate demand. For example, reducing prices, increasing promotional activity and others.
Remarketing serves to revive demand for goods or services.
Marketing specialist should understand the reason of the decrease of product popularity and then, by means of point measures, restore the demand. The first thing to do in such a situation is to thoroughly study the features of the product/service, to find a product’s selling point or to divide the product into several areas. This was the case with shampoos from a well-known brand. Sales did not go well. Marketers divided the shampoo into two branches – for men and for women. Demand was not long in coming.
Developmental marketing. The company understands that the product has good prospects for development. Marketers need to turn potential demand into actual sales. For this purpose all tools and functions of marketing are used: analytics of CA and niche, study of competitors, promotion in advertising channels and other.
Mass marketing works more on the coverage of the target audience than on demand. That is, products are designed for all market segments, no differentiation of goods is made, pricing policy – the cheaper, the more sales.
Target marketing is the opposite of mass demand. Goods are strictly segmented to specific groups of the target audience.
Direct marketing is an unconcealed offer to buy a product (sales on the head). That is marketer does not think how to lure the customer, so that he suddenly did not guess that this is advertising. All the forces are thrown into showing the benefits of the product/service to the potential customer.
Guerrilla marketing – its goal is to tell the target audience about yourself, your product and brand in low-cost ways. Social networks, selling websites and other promotion channels are used for this purpose. The basis of guerrilla marketing is interesting content.