What Is Marketing Strategy

Defining a marketing strategy is no easy task. Many doubts arise about which marketing strategies are most efficient or which are the most suitable for your type of business. This is the force that drives the big players in the market and, most importantly, that keeps them ahead of their competitors. Therefore, understanding the types of marketing and how to build a good efficient marketing strategy is vital for your company to stay in the market by  selling more,  in a sustainable and growing way .

A good marketing strategy requires constant updating and the search for best practices. So, we have a tip and an invitation that will save you 25% to learn about digital marketing at the biggest event of its kind in Latin America: click here to learn more!

In this text, I will explain how to attract customers with a good marketing strategy. I will also give tips for you to apply all marketing strategies in the day to day of your business.

What is marketing? And what is digital marketing

Marketing is an English word. 

Perhaps that is why there is so much confusion about what it is and how to use marketing. The best translation in Portuguese is marketing – the market study.

The marketing concept, according to Philip Kotler, considered as the father of this science, is:

“Marketing is the science and art of exploring, creating and delivering value to satisfy the needs of a profitable target market. Marketing identifies unfulfilled needs and wants. It defines, measures and quantifies the size of the identified market and the profit potential. He points out which segments the company is capable of serving better and which designs and promotes the appropriate products and services. ”

In short , marketing means understanding a market segment and its audience, then positioning the company and one or more products to meet the demands identified in this in-depth study.

Only then should a strategic positioning be defined. Primarily in 4 areas – known as the 4 p’s of marketing: product, price, square (availability) and promotion (which is the advertising part).

Digital marketing is very similar conceptually. It is the same strategic study of the market and the public, but on the internet.

In fact, digital also gives real advantages to companies that do not operate on the internet. After all, the behavioral reading of audiences done through Google and social networks provides useful information for any offline marketing strategy.

And the trend is that traditional marketing merges with digital. In Brazil alone, according to FGV research , there are 168 million smartphones connected to the internet And that number will reach 236 million devices by 2018, surpassing the total number of Brazilians.

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I believe that in a very short time there will be a unification in the marketing and advertising practices of companies.

Digital marketing will be synonymous with marketing.

Radio, TV, and outdoor advertising will continue. However, their content and the way to measure results must change. A good example of this is Skol’s speech in its summer advertisement.

25 ways to sell more from a marketing strategy

t is quite common to confuse marketing channels with marketing strategies.

After all, every day a new tool and perspective in advertising appears.

So, let’s define that marketing channels are mere vehicles of propagation while marketing strategies are methodologies that coordinate the use and union of channels within the marketing plan.

Most popular marketing channels

  • Television
  • Radio
  • Magazines and newspapers
  • Outdoor media (outdoor, frontlight, busdoor, and cardoor)
  • Digital Media OHH (out of home – the recent giant LED panels and screens on buses and elevators)
  • Sites
  • Podcasts
  • Facebook, Twitter and other social networks
  • YouTube
  • Sponsored links
  • SEO-optimized sites
  • Online editorials like pop culture blogs
  • E-mail marketing
  • Apps like Whatsapp, Foursquare and etc.

Don’t forget about branding and marketing strategies

It is recommended that all listed marketing strategies be implemented within a macro branding effort . That is, they must be used to add value to the brand and thus gain a space in the public’s mind and heart.

No marketing action can go against the principle of good branding (which is not just about logo and design). All chosen marketing strategies must carry the same message about your brand.

Sales Marketing Strategies

All of these formulas can be marketing strategies for small businesses. Just be creative. The internet has democratized everything – including the market.

Direct marketing

Regarded as the father of marketing strategies, every entrepreneur, even if they don’t know it, has already adopted some direct marketing practice.

It is every message sent by companies to people with no intermediaries. For example, commercial partnership between similar establishments (petshop and animal shelter), promotions and all actions that directly communicate the product and the brand such as pamphlet, telemarketing, folder, website and etc.

Indirect Marketing

Who is not seen is not remembered. This is the motto of indirect marketing – usually more used by medium and large companies. There are all the strategies for conveying the logo and a brief message (usually the slogan) in non-advertising environments. For example, you probably know the sponsors of your favorite football team. This is indirect marketing.

A good indirect marketing tip for small businesses is to organize events for your local market. For example: most beautiful dog competition in the neighborhood or talk about the future of your B2B market.

Digital marketing

It is the set of marketing strategies and actions done with a focus on the web. It differs from traditional marketing because it is much more interactive, cheap, agile and measurable. That is, you can do much more with less time and investment.

Through digital marketing it is possible to trace digital marketing techniques such as remarketing, social networks and make the most of the benefits of information technology such as marketing automation, systems that manage and prospect new customers online, etc.

Marketing of relationship

This type of relationship technique is very simple. This is all and any type of action with the objective of building customer loyalty. It is very important, as the cost of acquiring a customer is much higher than the cost of maintaining customers. Having a high churn rate is a sign of poor marketing.

Social Marketing

Social Marketing, carried out by companies on an institutional basis, is based on actions that alleviate social problems such as hygiene and public health, work, education, housing, transport and nutrition. In this type of strategy, social welfare must be prioritized.

Many companies invest in this type of marketing strategy in order to promote products. This practice invalidates any social marketing initiative, because instead of adding value to the brand, it shows a petty and profitable character in situations where people are fragile.

Data Marketing

Don’t bring an opinion to a data war. In this type of marketing, what matters is accurate and updated information. Data marketing goes beyond digital marketing, because it uses a much larger volume of information.

It collects and analyzes data from the public, companies and objects through advanced technologies such as Big Data for mining and crossing and Machine Learning for learning and support for insights.

This type of marketing is still incipient in most corporations, but soon the marketer will not only know second by second how the positioning, sales and perspective of the public are doing but at the same time will receive advice from a team of ‘robots specialized in marketing ‘about, which decision is statistically best for the corporation.

Marketing Automation

Much like Data Marketing in essence, marketing automation is the replacement of human labor in certain marketing processes. Automation differs from Data Marketing because it does not have a more robust Artificial Intelligence and works with less voluminous data.

It can be applied to marketing funnels, email automation, calls and chat bots with standardized responses. In short, marketing automation is the creation of a machine that automates the repetitive actions of the marketer.

Permission Marketing or Attention Marketing

Of all marketing strategies, this is my favorite. It is based mainly on story telling . Or ‘ permission marketing ‘  of English, is a concept coined by Seth Godin , one of the gurus of global marketing. The term was born in his  1999 Permission Marketing: Turning Strangers Into Friends and Friends Into Customers book .

The concept is quite simple. Get people to get their marketing consent.

The most precious asset that the public can give you is not money, but attention . And this is even more real with the avalanche of information and advertisements that the web and social networks bring daily. So, the key is to attract the public with something they like, so they can close a deal. This is done with Newsletter, content videos and implies taking your product out of the target of the actions and placing the audience and their desires.

Seth Godin called other media as interruption marketing. And this is real. However, they are also important as a complement to Direct Marketing to attraction marketing strategies.

It is difficult to get that permission. According to Seth Godin, it does not come with a subscription to a Newsletter. The real proof of this marketing strategy is the lack of publications. Is it ignored or does it generate fanfare among your most engaged community? In other words, are your brand and your message really important to your audience?


Much like Permission Marketing, content marketing is about producing attractive content. It is closely linked to the blogosphere and Google, as it is through this medium that Return on Investment (ROI) normally occurs.

And the content can be video, podcast, texts, digital books, tools and any type of media that the public wants – online or offline


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