The Two Main Types of Modern Marketing

Marketing is a broad and vibrant field. Although all types of marketing have the same fundamental goal – to generate interest in a business’s products or services that leads to sales – the businesses of today have more ways to reach consumers than ever before. Companies must also be ready to adapt their marketing tactics in response to technological developments that impact the way people consume entertainment, research purchases, and shop.

Today, we will explain the two primary classifications of marketing methods and discuss how to get the related skills you need for a career in marketing or business management.

Traditional vs. Digital

Broadly speaking, modern marketing channels are classified in two major categories: traditional and digital.

“Traditional” marketing uses media to increase brand awareness or generate interest in specific products and services. Radio and television commercials, billboards, direct mail, and ads in magazines and newspapers are examples of traditional marketing. These marketing tactics have been in use for decades, which is why they are considered “traditional.” Although some traditional marketing channels have declined in importance – far fewer people read print newspapers and magazines today compared to 20 years ago, for example – traditional marketing methods can still be highly effective for many businesses depending on their budget and the type of audience they are trying to reach.

Digital marketing is a product of the Internet age. It includes using search engine optimization (SEO), content marketing, web ads, social media, and other online channels to try to connect more directly with the target audience. For example, a sporting goods company might promote its products with a series of blog posts on choosing the perfect camping gear or offer a free guide to staying safe on a wilderness adventure. Digital marketing has the advantage of allowing businesses to very precisely target their marketing to certain groups of people and can also accomplish a lot on a relatively small budget. However, it also has many “moving parts” and is constantly changing because of factors like updates to search engine algorithms and social media platform functionality.

The Importance of Marketing Knowledge for Management Jobs

Even if you don’t intend to specialize in marketing in your career, understanding the principles and types of marketing is useful for many other roles within the business world, especially managerial roles.

For example, since marketing is inextricably linked to sales, managers of sales teams need to understand the marketing tactics used to generate the leads that their sales representatives pursue. If you’re a manager in product development, you’ll need to understand the market research which has gone into defining the target audience for the new product.

Because managers need to have a holistic understanding of a business or its products and services and make smart strategic decisions, a working knowledge of marketing is essential.

Get the Skills for Marketing Jobs at IMBC

There are many dimensions to modern marketing, and that means there are many potential pathways to a marketing career. Individuals with a background in graphic design often find their niche creating logos or crafting the visual elements of advertising campaigns. People with a background in English or communications may find themselves working as advertising copywriters, creating compelling taglines and engaging content.

However, if you have set a goal for yourself of making a career in marketing, or if you want to ensure you get the marketing knowledge you’ll need for strategic planning in a managerial role, then pursuing a degree in marketing is an option worth considering. Although Bachelor’s degree programs in marketing exist, you don’t necessarily need to invest the time and expense of going through a four-year program. IMBC offers an A.S.B. (Associated in Specialized Business) in Business Administration program with an emphasis on marketing and management which can be completed in about 1.5 years. The program is offered entirely online, which makes it easier to fit into your schedule.

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