Marketing is an exciting opportunity for people who like to stay at the forefront of technology. It is a career that is ever-changing and is always looking for new ways to reach potential customers. The power of social media is put to great use by people within the industry. Being able to do something different than the competition and ‘win’ a customer is the overriding battle a marketing executive delves into each day.

Here are the three leading types of marketing:

Digital Marketing

Marketing online and via electronic devices has transformed the industry over the past 20 years. There are a number of ways brands can use digital marketing to benefit their marketing efforts. The use of digital marketing in the digital era not only allows for brands to market their products and services, but also allows for online customer support through 24/7 services to make customers feel supported and valued. The use of social media interaction allows brands to receive both positive and negative feedback from their customers as well as determining what media platforms work well for them. As such, digital marketing has become an increased advantage for brands and businesses. It is now common for consumers to post feedback online through social media sources, blogs and websites on their experience with a product or brand. It has become increasingly popular for businesses to use and encourage these conversations through their social media channels to have direct contact with the customers and manage the feedback they receive appropriately.

Content Marketing

This is a form of marketing focused on creating, publishing and distributing content for a targeted audience online. Content marketing means attracting and transforming prospects into customers by creating and sharing valuable free content. The purpose of content marketing is to help companies create sustainable brand loyalty and provide valuable information to consumers, as well as create a willingness to purchase products from the company in the future. This relatively new form of marketing does not involve direct sales. Instead, it builds trust and relationships with its audience.

Brand marketing

Branding is a set of marketing and communication methods that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers. The name, logo and slogan of a brand are designed to compete with other companies selling the same product, and forming an identity and culture. For example, ‘Nike’ are a leading sports brand that have developed a culture of endorsing the most successful athletes and therefore providing the best sportswear. The key components that form a brand’s toolbox include a brand’s identity and brand communication. It also focuses on brand awareness and brand loyalty. Many companies believe that there is often little to differentiate between several types of products in the modern-day market with everybody following the same trends, and therefore branding is one of a few remaining forms of product differentiation and separation from its competitors.

Although there are many specific strands of marketing, many fall under these three categories. The importance of marketing in a modern business is clear, and is usually well-funded by companies in order to generate an audience and consumer attention for their product or service.

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