Marketing is a broad concept and perhaps mere words can never define what it truly means. While it doesn’t involve the processing of humongous information as is required when it comes to studying aeronautical engineering or developing a vaccine, it is not a cakewalk. Gone are the days when you could use a standard one-size-fits-all approach- If you market to everyone, you are basically marketing to no one.


Before we begin, let’s define what strategies and tactics are. ‘Goals, strategies, tactics’ are often used terms in marketing. In simple terms, say if a particular goal of a brand is reaching 5000 Instagram followers, one of the strategies that it could deploy is to have influencer marketing. The tactic would be to organise giveaways through them.


Bear in mind that the more precise you’re with your words, the better is your team and search engine going to understand. Why search engine? That’s where the optimisation comes into the picture.


While digital marketing, social media marketing, content marketing and else can be described to be the various categories under marketing, this article focuses on the types of marketing: digital, B2C, C2B, C2C and H2H.


Business-to-Business (digital):


To put it simply, any marketing strategy by a business that is aimed at developing a business. We are all aware of how crucial marketing something effectively is, keeping in mind the budget, resources and channels while catering to the task requirements. The most important part here is your target audience. As a digital, it means that as an enterprise, you can sell things to other enterprises.


Instances of digital are: Coworking spaces where other companies, artists, self-employed professionals are businesses.


Take software such as Hubspot and other CMS/ CRM that allow businesses to function and deliver the best results.


In the commercial world, only a business knows the know-how of other businesses. Like in any business, the goal is to maximise profit. Hence, Return on Investment (ROI) is considered to be more important than anything else.


Often, the needs of a digital are to fulfil long-term professional requirements.


Business-to-Customer (B2C):


This is by far the most common marketing category known. This is what happens around us, all the time. 


Instances are you as a customer buying products off a store. Shopping at Penney’s, watching a movie, buying books off Eason’s are examples of B2C.


Here, customer values matter and hence the concept of customer experience came into the picture.


Customer-to-Business (C2B):


A rather nouvelle and what can be described to be coming-of-the-age marketing, C2B is a reverse marketing type in which the business acts as a customer and buys stuff from the original customer.


Instances are blogs or interactive forums. This can also be attributed to the fact of how the internet has accelerated workings, with data driving the way and acting like a powerhouse of resources.


Instances: Aggregator sites. What are aggregator sites? Like LadBible where the data is collected and stored in one place so that customers can access them easily. Affiliate marketing is another commonplace example where you can earn on your personal blog (if it fulfils the requirements) by making customers link back to a company’s e-commerce site.


Customer-to-Customer (C2C):


Again, thanks to the genius of the internet and the massive pleasures of digitalisation that customers these days have become e-commerce specialists.


Instances can be eBay, Amazon, Depop, Craigslist, Etsy. Got some DIY stuff or something that you want to sell off at a second-hand rate? C2C has got you covered.


Human-to-Human (H2H):


We have heard how behind every successful man is a woman. Who is behind a woman then? A man? An organisation? What makes up an organisation? Humans. No matter what, humans are at the centre of this. All of these processes and types lead to H2H marketing. 


How can you market under H2H?


  1. Communicate: Communication is the key. The way you sell tells is all. Or the better you tell, the more it’ll sell.
  2. Personalise: Even if you use bots, give them a personal touch. Sure, nobody would want to have monotonous reverts. The best marketing strategy: Care. The more input you invest in customising your customer experiences, the greater the output would be.
  3. UGC: User-Generated content. Social media is exploding because every single person seems to be on it. Instagram is bustling with bouquets and brickbats, with customers being at the centre of this new fad. Excellent customer service translates into involving your audiences in your work, which in turn stands for retention. If you can retain, your customers will advocate for you. New way of word-of-mouth, isn’t it?


They say marketing is like a first date- The way you fabricate stories is the deciding factor of whether or not the customer is going to come back to you. If they do, retain them in the best possible ways. If they don’t, improve your customer experience or pen these stories in better ways. 


Remember, the best marketing shouldn’t feel like marketing.


This post is about the different types of marketing. To know more in-depth about the different tips and tricks, have a read at our previous posts and keep an eye on the upcoming ones.

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