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Which Form of Marketing Are You Using?

Categories: B2B, Marketing, Nonprofits
Author: Rachel Durkan
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There are two basic types of marketing strategies. Although the avenues of marketing and communication being used will differ industry to industry and brand to brand, the overall type of marketing strategy has the same goal.

The first type of marketing strategy is INFORMATIVE marketing.

An informative marketing strategy is set in place when a brand is not well known in their industry and to their potential consumers. This type of marketing might occur when a brand is re-branding to say “hello, world here we are!”, or it is used when a new product or service is introduced. By using informative marketing you are explaining to your target market “who you are” and “what you do.”

Here is an example of an informative marketing strategy:

GM introducing a new line of Fuel Efficient vehicles. 

The second type of marketing strategy is DESCRIPTIVE marketing.

A descriptive marketing strategy is utilized when a business for example is in a highly saturated marketplace. The descriptive marketing approach focuses on value propositions and differentiators, “how is your brand better from the rest ?” and “what value do you bring to your customers ?” Being in a competitive market might seem like a disadvantage, but that just means that your products/services are in high demand. With a strong descriptive marketing strategy in place, there is no limit to the possibility of greater success.

Here is an example of a descriptive marketing strategy:

Bounty – 25% thicker quilt

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About the Author

Rachel is the Founder and President of Paradigm Marketing and Design. Blending data, creativity, and strategic marketing expertise, Rachel and her team help organizations with a complex sale shorten sales cycles, increase the number of quality meetings sales teams conduct, and boost ROI. A recipient of several coveted industry awards, Rachel is a highly regarded figure in the marketing realm, widely recognized for her exceptional business, sales, and marketing acumen. 

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