I generally find it helpful to think of digital marketing activities as embodying one or more of the following “types” of marketing:
- Brand Marketing … which demonstrates the promise of the brand in way which ensures it becomes part of the customer’s consideration set for the category. Brand marketing (especially in the form of PR activities) is often the first way in which customers gain awareness of a product/brand, and it becomes (at the other end of the customer lifecycle) the primary way through which they reference, represent, and refer the product/brand to other buyers.
- Product Marketing … which demonstrates features and benefits of the product/brand and does so in a way to drive trial or comparison.
- Promotional Marketing … which provides additional incentive or urgency to drive a conversion (typically by satisfying a customer’s pricing needs). Promotions are often driven by supply chain issues (too many of a product, a closeout, etc.) or by a recognition that different segments of customers exist — each with a different pricing tolerance.
As such, building effective brand experiences into a website is key, but so is the process of providing detailed and appropriate product information and effective promotional marketing. Covering all portions of the customer lifecycle — even if it means just hitting the basics — is the right way to drive lasting sales online.
And these rules apply not just to your website, but to your email marketing as well.
