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Advertising and media
Main types of marketing compared
| Type | Main goal | Typical tools | Measured by |
|---|---|---|---|
| B2C marketing | Win and keep individual buyers | Social media, ads, promotions, packaging | Sales, repeat purchase, market share |
| B2B marketing | Earn the trust of business buyers | Sales team, events, expert content, LinkedIn | Leads, pipeline, contract value |
| Brand marketing | Build memory and preference | Video, outdoor, sponsorship, design | Awareness, consideration, price premium |
| Performance marketing | Drive measurable actions | Search and social ads, retargeting, affiliates | Cost per lead or sale, return on ad spend |
| Trade marketing | Win at the point of sale | Shelf placement, displays, trade promotions | Distribution, shelf share, sell-out |
| Content marketing | Earn attention with useful material | Articles, video, guides, newsletters | Reach, engagement, subscribers, leads |
| Type | Main goal | Typical tools | Measured by |
|---|---|---|---|
| B2C marketing | Win and keep individual buyers | Social media, ads, promotions, packaging | Sales, repeat purchase, market share |
| B2B marketing | Earn the trust of business buyers | Sales team, events, expert content, LinkedIn | Leads, pipeline, contract value |
| Brand marketing | Build memory and preference | Video, outdoor, sponsorship, design | Awareness, consideration, price premium |
| Performance marketing | Drive measurable actions | Search and social ads, retargeting, affiliates | Cost per lead or sale, return on ad spend |
| Trade marketing | Win at the point of sale | Shelf placement, displays, trade promotions | Distribution, shelf share, sell-out |
| Content marketing | Earn attention with useful material | Articles, video, guides, newsletters | Reach, engagement, subscribers, leads |