Over the past several weeks we have looked at different types of marketing: Direct Marketing, Guerilla Marketing, Positioning, Public Relations, Relationship Marketing, Viral Marketing and Word of Mouth Marketing.  But which type of marketing is right for you?

Direct Marketing is defined as a promotion, usually unsolicited, delivered directly to the potential consumer on an individual basis. This type of marketing is popular because the number of responses can be directly tracked. The problem with Direct Marketing is that it can lead to unwanted solicitations.

Guerilla Marketing uses unexpected and unconventional methods of marketing, and is found in unexpected places. This type is perfect for someone who wants to maximize their results without using all of their resources. The drawback to this type of marketing is that it requires time, effort and imagination.

The definition of Positioning is to create an image or personality of an organization, product or brand. If the process of positioning is carried out in the wrong manner, the product or service can be perceived incorrectly, tarnishing the identity that was created.

The continuance of information among the public and an organization is known as Public Relations. The use of news items and topics of public interest increases the publicity of the individual or organization involved.  Though very effective, this type of marketing requires the devotion of a considerable amount of time.

The next is Relationship Marketing. This type of marketing is the practice of developing and retaining customer satisfaction for long term relationships. This type of marketing provides stronger ties between both parties, but it isn’t a good choice if the ultimate goal is to acquire new customers.

Viral Marketing uses social networks that already exist to increase brand awareness by spreading the word. While very direct, any negative feedback could spread as quickly and as easily as the positive and the effect could be devastating.

The last form of marketing we looked at is Word of Mouth Marketing. This type of marketing is the passage of information form one person to another. This is a highly valued brand of marketing, mainly because it is considered more credible than other types of marketing.

Before deciding which type is right for you, other factors must be considered: Is the business small or large? What is the primary industry? What is the budget? What is the length of the campaign? What type of audience are you targeting? How will you measure the success of the campaign? Using any of the forms of marketing is a guarantee for results, whether good or bad, but using a well executed marketing plan that goes along with the product or service being offered is a recipe for success!