Different Classifications of Inbound Marketing

Inbound marketing is a child of permission marketing that has aggregated other strategies and brought them together into one unique marketing methodology.

The term came up in Brian Halligan and Dharmesh Shah’s book “Inbound Marketing: Get Found Using Google, Social Media and Blogging.”

This marketing strategy assumes that the public should find the company, not the other way around. The methodology occurs in 4 steps:

  • Attract audience through content and paid digital media ;
  • Convert this audience into Leads;
  • Sell ​​through a sales funnel ;
  • Enchant with relationship and after-sales actions to generate brand promoters.

Outbound Marketing

Similar to Interruption Marketing, this term was born to counteract inbound marketing. These are all traditional direct marketing actions where the messages are essentially to promote product and price.

Trade marketing

It is the globalization of products for thousands of consumers. Trade marketing is a set of POS (point of sale) marketing tactics. Therefore, it includes distributors, wholesalers and retailers. This tactic involves 2 p’s of Marketing which is Praça (distribution) and Promotion.

Within Trade Marketing there are hundreds of techniques like merchandising that are all about answering: What is the most lucrative way to get products inside a store?

Promotional Marketing

Promotional marketing is one of the most traditional direct marketing strategies. It consists of product or service promotions that add immediate brand value and drive sales, loyalty, or a new brand experience.

This marketing strategy can be executed with product distribution, monetary offers such as discounts or non-monetary offers such as buy 2 and take 3, promotional events and so on.

Activation Marketing

As the name implies, it is to take actions that activate the brand to the target audience such as events, creative advertisements and so on.

The strongest word for Activation Marketing is  Experience . Everything must be designed to generate an excellent experience and thus a positive reminder in the consumer’s mind regarding the brand.

Guerrilla Marketing or Creativity Marketing

It’s about being great, spending little. It’s one of the most beloved marketing strategies among marketers and advertisers who don’t lead their markets. It basically consists of bringing as much impact as possible with little money.

The term was coined by American publicist Jay Conrad Levinson who, inspired by the Vietnam War in the 1970s, brought insights from the Vietnamese. They managed to overcome limitations using guerrilla tactics and thus outnumbered many opponents.

Viral Marketing

If we were talking about music, that would be the part of the summer hit. Every year we know that a song will be released and you, whether you like it or not, can sing its chorus.

Viral marketing is advertising made to stick and infect people. Creativity is essential in this marketing strategy.

Viral marketing can be used in conjunction with various direct or indirect marketing strategies, online or offline.

Growth Hacking or Accelerated Growth Marketing

According to Sean Ellis , creator of the term that led startups like Dropbox to the top of the market:

Growth Hacking is experiment-oriented marketing.

Growth Hacking tactics were born in the digital medium and are therefore highly dynamic. The great marker of these marketing experiments is Conversion Rate . There are hundreds of growth hacking marketing strategies in this global growth hacking community .

Niche Marketing

Niche marketing is a business or product positioning strategy. He is very simple. It consists in identifying market opportunities targeted to a medium or small audience.

Because it is more segmented, competition is lower and the cost to execute other marketing strategies is relatively lower.

Response Marketing

Among marketing strategies, this is patience. Instead of going to the market by applying mind-boggling formulas, the entrepreneur patiently waits for signals from his macro-environment.

It is not fully reactive as these signals can be facilitated with research or anticipation of trends. That’s right, making sure where your main business threats and critical issues lie.


Businesses are made of people – and keeping them informed and engaged is one of the secrets to your business success.

That’s what endomarketing is all about. Communicate company goals internally and ensure teams are united and in tune to meet goals and objectives together.

In endomarketing, it is also possible to do promotional actions such as events, draw for top teams and other benefits.

Exclusive Marketing

Everything that is unique, rare, has greater value. This is a basic law of supply and demand . This is what explains the greatest value of all limited editions.

In addition to this tactic, it is possible to apply the same logic in other ways such as a high quality solution that only invited people can consume.

Many carriers and social networks have already taken advantage of exclusive marketing by providing a very limited number of invitations to some people. And all the new guests could also invite a few more exclusive customers.

Public Relations Marketing or Digital PR Marketing

It is one of the marketing strategies that most adds value and credibility to the brand. The summary of this tactic is to make efforts to get the company’s main events published by major media outlets such as newspapers or blogs.

Credibility comes associatively by joining trusted information brands and also because a journalist has ascertained and certified the veracity of his business.

That’s why it’s common to spread this news on your closing pages and social networks. For sure, the user will have higher esteem for your business.

To win publications, you need two things:

  • Good stories that yield interesting news;
  • A good competent press office.

Loyalty Marketing

According to Philip Kotler, the father of marketing, gaining a new customer costs 5-7 times more than maintaining a customer.

According to a survey by Sebrae, 20% of loyal customers account for 80% of a company’s revenue. So forget the myth that a good company is that utopian sales machine figure.

Healthy company is one that has loyal customers.

After all, it is the returning customers who will indicate your solution. Therefore, the satisfaction and delight of your customers must come first. My tip is that you learn how to calculate churn and understand why you are losing customers.

Your customer turnover means a direct loss to the competition. Never allow any case of complaint to lengthen without satisfactory solutions. How Kotler preaches:

A satisfied customer counts 3 people from you, while a dissatisfied customer counts 11 people.

Cross-selling or bundle

It is one of the most classic sales marketing strategies. Cross selling can lead to immediate revenue increases. After all, you are impacted by this technique every day when you buy bread next to the coffee supply counter.

To begin cross-selling, map your products and define the ones that have the most synergy to offer together, at a discount if purchased together.


Similar to cross-selling, this marketing strategy works by encouraging new purchases from repeat customers with up-selling tactics. Customer discounts, promotions, new forms of payments, any facilitator must be considered for a new sale to be made.

Cross media

It is a combination of strategies and media to make a successful marketing action. In cross media, there are no media boundaries. An action can start with a television commercial, unfold into a smartphone game and end up at your POS with some trade marketing interaction.

Seasonal Marketing

The world and behavior is oriented according to the seasons and cultural milestones of society. Not basing their actions on mass behavioral change is a big mistake.

Because of this, it is common for summer consumer style companies to have special campaigns for each season. You have to be like water to adapt to all kinds of foreseeable behavioral changes in your audience.

Multi-level marketing

Beloved or hated, multilevel marketing is a phenomenon in Malaysia. It consists of the same logic as standard business representation where you sell branded products and earn commissions for it.

Applying this technique to your business can be a great idea. Imagine having thousands of salespeople in various regions. It is an attractive idea. But beware, because the name of this type of marketing is quite ‘burnt’ due to the pyramid schemes built on top of it.

To know the difference from a pyramid to a multi-level marketing direct selling system is in the form of making a profit. If all your earnings depend heavily on evangelizing new salespeople and not selling solutions, you may be in a pyramid.

Usually, in this kind of business, the world is promised, but the real creators of the scheme are the ones who make money.

However, companies such as Submarino, Avon, Jequiti, Mercado Livre and Hotmart apply the multilevel marketing strategy and have gained sales through the market’s large presence through thousands of vendors.

Community Marketing

Money is worth more than audience and community is worth much more than money. Remember loyalty marketing? Here the essence is similar.

However, we need to go a step further. Imagine ways to create a sense of belonging through your brand actions and solutions. People who use your product should identify with your brand and almost perceive a lifestyle in it.

This happens perfectly with Harley Davidson and more moderately with Apple .