matt higgins

There are some marketing disciplines or philosophies that are simply hot right now. Which one is right for your brand and product and what do these terms even mean?

360 Marketing: with the goal of creating the widest possible reach, a 360 approach uses every marketing channel. It’s all inclusive. So, instead of launching a product via only a digital ad campaign, numerous methods are used such as TV, radio, print, OOH (billboards), live events, influencers, digital ads, email, SMS, content, paid and organic social, and more.

Community Marketing: this is a long-term approach that recognizes the value of the customer and sees them as part of a collective community. This fits extremely well with lifestyle brands.

Content Marketing: content marketing includes websites, video, emails, social media posts, e-newsletters, and more. Content is your voice. Content is also how people find you. Content allows a brand to control and deliver its message. Content marketing is not a discipline to consider trying. It simply isn’t optional. Content is king. See more here.

Growth Marketing: as the name implies, the focus is on growth and specifically rapid and measurable growth. Driven by data and less focused on brand building, growth marketing consists of shorter campaigns that experiment and shift as needed. Growth marketing frequently implements A/B testing and relies on being agile enough to shift appropriately. Growth marketing also uses data to focus on CRO. All marketing is about growth. Whether it’s as direct as growing revenue or less metric-focused like growing brand affinity, it’s all about growth. The key with growth marketing is it’s specifically data driven.

Influencer and Affiliate Marketing: this is collaborating with content creators who have an audience, typically on social media. Affiliate marketing is a related model where creators, or even everyday users, earn a commission on sales tied to their content or link. Affiliates are often influencers but can also be media sites, bloggers, or loyal customers

Integrated Marketing: integrated marketing uses multiple channels, but unlike 360 marketing it doesn’t use every single possible channel. Like omnichannel marketing, the messaging is designed to be consistent across all channels.

Omnichannel Marketing: with omni meaning all, this customer-centric approach aims to deliver continuity of experience across all channels. This cohesive-focused approach doesn’t really need to be a discipline in itself but more of a best practice. Proper branding and position should, by default, be the same across all channels.

Performance Marketing: this approach focuses on strictly measurable results. Typically, this is exclusively digital marketing efforts that only pay based on results (e.g., clicks, leads, views). Making sure money is only spent on results, performance marketing reduces budget risk but can limit overall awareness growth.

Progressive Marketing: as opposed to a hard-sell approach, this is a customer-centric focus on long-term brand building and making brands and products top of mind. The term progressive marketing is used somewhat inconsistently. It is also sometimes used to allude to a focus on employing the latest marketing technology and trends. It’s about being agile and adapting quickly to new trends in technology and consumer preferences. What the two approaches under the same name have in common is they are indicating a departure from traditional marketing.

There’s a lot to learn by studying the different marketing disciplines. Each has a lot of solid strategies and tactics, but the reality is good marketing uses elements from each discipline. Strictly adhering to one approach will not yield strong, long-term results. Trick plays might win a game, but solid fundamentals win seasons and build dynasties.