Marketing refers to activities a company undertakes to promote the buying or selling of a product, service, or good. It is one of the primary components of business management and commerce. Marketers can direct their product to other businesses or directly to consumers.

Digital marketing on the other hand is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.

Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and define sales opportunities and problems. It also help generate, refine, and evaluate marketing actions; monitor its performance; and improve understanding of marketing as a process. The research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.

Types of Marketing

There are various forms of marketing applied by various actors in the market.


According to the Association of National Advertisers (ANA), influencer marketing focuses on leveraging individuals who have influence over potential buyers and orienting marketing activities around these individuals to drive a brand message to the larger market.

In this form, rather than selling directly to a large group of consumers, a brand inspires or compensates influencers (which can include celebrities, content creators, customer advocates, and employees) to get the word out on their behalf.


According to the Association of National Advertisers (ANA), RM refers to strategies and tactics for segmenting consumers to build loyalty.

This leverages database sales, behavioral advertising and analytics to target consumers precisely and create loyalty programs.


This is a marketing phenomenon that facilitates and encourages people to pass along a marketing message.

Nicknamed “viral” because the number of people exposed to a message mimics the process of passing a virus or disease from one person to another.

Green Marketing

This refers to the development and marketing of products that are presumed to be environmentally safe. (i.e., designed to minimize negative effects on the physical environment or to improve its quality).

This term may also be used to describe efforts to produce, promote, package, and reclaim products in a manner that is sensitive or responsive to ecological concerns.

Keyword Marketing

Keyword marketing involves placing a message in front of users based on the specific keywords and phrases they are using to search.

A key advantage of this method is that it gives marketers the ability to reach the right people with the right message at the right time. For many marketers, keyword marketing results in the placement of an ad when certain keywords are entered.

Note that in SEO, this term refers to achieving top placement in the search results themselves.


This describes an unconventional and creative sales strategy intended to get maximum results from minimal resources.


Outbound is a newer term for traditional sales coined when the term inbound strategy came into popular use.

In outbound sales, the marketer initiates contact with the customer through methods such as TV, radio and digital display advertising. We use this to influence consumer awareness and preference for a brand.


In this category, customers initiate contact with the marketer in response to various methods used to gain their attention. These methods include sales via email, event, content marketing and web design.

One purpose of inbound sales, which includes content sales, is to establish the business as a source for valuable information and solutions to problems. Thereby fostering customer trust and loyalty.

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