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Understanding Types of Marketing and Objectives

Learn about different types of marketing, such as branding, direct response TV/print, digital/programmatic, SEO/SEM, paid social, and OOO/experiential. Discover important metrics and vocabulary in marketing, and gain insights on how to analyze data to make effective recommendations.

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Understanding Types of Marketing and Objectives

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  1. by Casey Poeschl

  2. Types of Marketing and Objectives • Branding • Direct Response

  3. TV/Print Expensive inventory Vital to branding

  4. Digital/Programmatic • Digital – • Buying by site • Relationship based • Home page take overs/ integrations • Programmatic – • Buying by audience • Algorithm/ auction based • Banner ads

  5. Email Welcome Series vs Re-engagement

  6. SEO/SEM • SEM – Paid search • Ads based on keywords • Position determined based on CPC bid and relevancy • SEO - Free • Based on keywords in the website content and tags • Most relevant website wins, changes can take weeks

  7. Paid Social

  8. Mobile/ Video/ App

  9. OOO/Experiential

  10. Recommendations • Take statistics for business. Half the battle in marketing is analyzing your results and data and being able to make recommendations • Learn excel. Pivot tables, Vlookups, etc • Do as many Internships as you can, that’s the only way to get hands on experience • Be eager to learn and don’t look down on b*tch work – that’s how you learn! • No two days are the same, but that’s why it’s exciting

  11. Vocabulary • Reach – How many unique people see your ad • Frequency – the number of times one person sees your ads • Impression – the number of times your ad is shown • GRP – gross rating points • CPM – cost per thousand impressions • CPC – cost per click • CTR – click through rate (clicks/impressions) • CVR – conversion rate (sales/clicks) • Engagement Rate • Cost Per Action

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