Marketing: Target and Blast

Marketing is an umbrella term that refers to almost any activity whereby a company is creating, communicating and delivering a message to their audience. While people are probably most familiar with television, radio, newspaper and online marketing, there are a number of others that are very effective as well.

Direct Mail:

Direct mail is the most common form of direct marketing. Direct mail is often referred to as junk mail, because while it is addressed to you personally the message being delivered is a generic one. Direct mail can come in the form of paper mail or electronic mail. This kind of 'blast' is considered ineffective by many, but can actually be the complete opposite. It comes down to offering valuable content and or a promotion people won't be able to refuse. For instance, if you've just opened a new restaurant one way you might get people to come is by posting a discount coupon to everyone who lives in a ten-mile radius. If the discount is generous people are likely to try it. Another example is fashion or furniture brands who do catalogue mailings. A lot of recipients think of these as small magazines and might very well have a little flip-through. If they see something they like, they might very well order it. By making it easy and reasonable for people to try your product marketers are increasing the chance that people will.

Guerrilla Marketing:

Guerrilla marketing refers to an unconventional way of promoting a product or idea which relies more on time, location and energy more than it does money. As a result it is a form of marketing often exercised by small businesses. The idea is to capture peoples' attention in a way that they wouldn't expect. There have been many simple, yet brilliant and effective guerrilla marketing campaigns launched around the world. Some cool ones I have come across include, an extemely white strip on a crosswalk, with the Mr. Clean logo painted at the end. Another one was for a dog flee preventative, it involved a giant poster of a dog on the floor of a busy mall- when people walk on it, they look like flees from above. The list goes on. There's no limit to how creative and innovative you can be.

The internet has made marketing so accessible. There are so many social tools right now, that when working together with a guerrilla or direct mail campaign make it all the more effective.


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Adaptive Consultancy is a digital agency specialising in web development, design, ecommerce and internet marketing. Services include SEO, paid search, email and social media marketing. For more on internet marketing agency London visit http://www.adaptiveconsultancy.com/internet-marketing-agency