No man is an island and any marketer knows this. However, instead of blanket marketing strategies that are meant to target people all over the socio-economic spectrum, these are more specifically designed to operate within certain groups that are defined very clearly, specifically those who advertisers already trust to be on board with their brand. This means they target existing customers and make sure that they don’t leave by reminding them they remember who they are. Rewards for company loyalty are good examples of this type of marketing strategy.
This one is extremely relevant, especially in today’s political climate. Social justice is a trend and many people will buy products if they are quite obviously ethically sound. Marketing like this manipulates your conscious but the drawbacks are usually that it then takes a political standpoint inadvertently and so also alienates a potential target market. However, those that do then buy into the strategy are likely going to be extremely loyal to the brand.
Social Media has played an enormous role in the blossoming of Relationship marketing into one of the core strategies used by brands. This strategy is not interested in a one time sale and instead focuses their efforts onto a service that sees some degree of aftercare and planning going into the sale itself that keep the customer coming back for more so they feel connected to the brand. Those that choose this method tend to sell an experience as they know that through social media people will tell others of their good relations with the business.
Connected to Relationship Marketing, this version of strategy focus on word of mouth and the idea of a ‘buzz’ surrounding the brand, something that helps peak interest. If a brand is attempting to be all things to all people the marketing strategy utilised is probably Evangelism Marketing. The aim is to fit the product or service seamlessly into your lives and so you are more likely to tell friends and family about the ease of the experience and how it surprised you with its functions. They may pay celebrities or influential figures to endorse the brand and as such target their fan base.
These are basically any tactics that eschew traditional marketing ideas. Think of demonstrations in the street or publicity stunts of any kind. These are all tactics used by the guerrilla marketer. People who ambush you at events or advertise off the clock are guerrilla marketers. A Guerrilla Marketer is essentially anyone who knows marketing never sleeps and there is no such thing as no opportunity.