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The use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic. This involves publishing great content on your social media profiles. Best applied for engaging with a younger demographic or leveraging influencers.

A form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising. Best utilized when seeking immediate visibility and targeted traffic.

A strategic communication process that builds mutually beneficial relationships between organizations and their publics. It’s best applied when managing the spread of information and maintaining a positive image or handling crisis situations.

An advertisement strategy that uses unconventional interactions and intensive energy to convey or promote a product or an idea. Best applied for small businesses or companies looking to create buzz and viral potential on a budget.

A method in which the advertiser attempts to gain attention by providing content in the context of the user's experience. It matches the form and function of the platform on which it appears. Best used when looking to promote content without disrupting the user experience.

Marketing on or with a mobile device, such as a smart phone. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services, and ideas. Best applied when reaching consumers on-the-go, especially younger demographics.

A type of marketing where the audience can interact with the marketing content, often through online tools, games, and quizzes. Best applied when you want to increase engagement and tailor the experience to individual preferences.

A form of social media marketing involving endorsements and product placements from influencers, people and organizations that have a purported expert level of knowledge or social influence in their field. Best applied when targeting specific niches or demographics.

A performance-based marketing arrangement by which an online retailer pays a commission to an external website for traffic or sales generated from its referrals. Best applied when you have a strong product and a network of content creators or promoters.

A direct marketing strategy that uses email to promote your business’s products or services. It can help make your customers aware of your latest items or offers. It is best applied for customer retention and loyalty programs.

A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. Best applied when building brand loyalty and educating your target market about a product.

A marketing strategy that directly engages consumers and invites them to participate in the evolution of a brand. It's best applied when a company wants to develop a strong emotional connection between the consumer and the brand.

The process of increasing the percentage of users who perform a desired action on a website. Best applied when trying to improve the performance of your website or landing page without increasing traffic.

A method of promoting products or services to new customers through referrals, usually word of mouth. Such referrals often happen spontaneously but businesses can influence this through appropriate strategies. Best applied when you have an existing loyal customer base.

The process of influencing and encouraging natural discussions about a product, service, or company. It is one of the most valuable forms of marketing, as it is earned rather than bought. Best applied in conjunction with excellent product quality and customer service.

A type of corporate social responsibility, in which a company's promotional campaign has the dual purpose of increasing profitability while bettering society. Best applied when the company wants to improve its image and build a relationship with a community.

Marketing phenomenon that facilitates and encourages people to pass along a marketing message. It relies heavily on word-of-mouth and social sharing. Best applied when trying to increase brand awareness rapidly, especially with a limited budget.

A form of marketing that focuses on cultivating deeper, more meaningful connections with customers to ensure long-term satisfaction and brand loyalty. Best applied when aiming to increase the lifetime value of customers and reduce churn rate.

A strategy designed to elicit a response by communicating directly with consumers. It's best applied when targeting specific customer segments with personalized messages, such as through direct mail, telemarketing, or direct response advertising.