64 Examples of Marketing Strategy

John Spacey, updated on April 04, 2023

Marketing is the end-to-end process of selling. This can include business development, product development, branding, promotion, place, pricing, distribution and sales. Marketing brings a brand from concept to the customer and can include management of the entire customer experience. This being said, many marketers are heavily focused on promotion. The following are examples of common marketing strategies.

Alliance Marketing Joint marketing ventures with other firms.	Authentic Marketing Building products that you really believe in.
Bliss Point Providing just the right amount of a product or service that leaves customers wanting more.	Brand Extension Using a successful brand for new product lines.
Brand Marketing Establishing an identity for products that customers recognize.	Brand Recognition Customers buy what they recognize such that advertising and promotion may do nothing more than try to build recognition of brand name, logo and trade dress.
Brand Storytelling Developing narratives that capture the emotional, social and logical appeal of your brand.	Camping Strategy Establishing physical presence close to customers such as a booth at a conference.
Channel Partners Finding partners to sell your products and services.	Choice Architecture Carefully structuring product variety and sales environments for customer choice.
Competitive Pricing Managing day-to-day pricing to ensure you’re always competitive.	Consultative Selling Tailoring things to each customer’s needs.
Convenience Marketing Making things easier for the customer with techniques such as convenient locations.	Conversion Rate Optimization Working to convert more customers to increase the ROI of advertising and promotion.
Cost Leadership Working to have a lower cost base than the competition giving you pricing and spending capabilities the competition can’t match.	Cross-selling Selling more to customers as they make a purchase.
Customer Advocacy Using customer feedback such as reviews to improve your products and services.	Customer Engagement Working to have regular interactions with the customer.
Customer Experience Focusing on the end-to-end experience of customers with the confidence that an exceptional experience brings revenue.	Customer Pain Points A value proposition based on removing things the customer really doesn’t like such as complex contracts and pricing.
Customer Retention Customer retention strategies such as bundle discounts for services that make it more difficult to cancel one thing.	Customer Segmentation Identifying multiple target markets for products and target audiences for messages.
Demand Generation Promotion and sales efforts to close more revenue now.	Design for X Designing products for X where X is valuable to customers or your goals. For example, design for quality.
Differentiated Marketing Targeting products and promotions at specific target markets.	Digital Marketing Using digital advertising and other tools to precisely reach customers with a compelling message.
Direct Marketing Messaging and selling to the customer directly.	Distribution Strategy Making products and services available in different channels and regions.
Drip Marketing Regularly reaching customers with a message without flooding them with too much.	Early Adopters Working to have a new product or feature adopted by customers who can drive further adoption.
Event Marketing Creating, sponsoring or participating in events to promote products.	Everyday Low Price Making shopping convenient by always offering a reasonable price that removes the need to price compare.
Figure of Merit A value proposition based on a number that customers care about. For example, an airline that promotes its 99% on-time rate.	Go-to-Market Strategy Strategies for launching a product, building market share and encouraging adoption.
Inbound Marketing Creating something great and waiting for the customer to come to you.	Influencer Marketing Endorsements and product placement from influencers.
Integrated Campaigns Coordinating promotional efforts across channels.	Internal Branding Making sure that every employee knows your brand inside out.
Lead Users Engaging the coolest or most advanced customers to lead in your industry.	Local Marketing Working to connect with customers and communities in the places where you sell.
Loyalty Programs Offering rewards and incentives for repeat business.	Market Expansion Scaling into new locations or markets.
Market Penetration Focusing on building market share over profitability.	Market Research Working to understand customers and competition.
Marketing Campaigns Coordinated efforts that may include advertising, promotion, promotional pricing and inventory management.	Marketing Mix Value propositions based on some combination of product, price, place and promotion.
Merchandising Designing the environments where products are sold.	Niche Marketing Targeting a relatively small target market with unique needs.
Outbound Marketing Promoting products by pushing messages out to the customer with techniques such as advertising.	Personal Selling Using sales people to establish relationships with customers to close sales.
Price Differentiation Strategies such as coupons that seek to sell at different prices to customers based on their price sensitivity.	Price Leadership Setting at the lowest price on the market. Often requires a lower cost base.
Price Skimming An initially high price for a new product that has generated much interest.	Product Culture Immersing your firm in the culture surrounding your products. For example, a snowboard firm that only hires devoted snowboarders.
Product Innovation Aiming for products and services that leap ahead in value.	Public Relations Managing communications such as press releases and social media presence.
Referral Marketing Encouraging existing customers to refer new customers.	Revenue Management Complex and dynamic pricing strategies designed to sell all inventory before it expires.
Sales Incentives Giving high power salespeople strong incentives to sell.	Sales and Operations Planning Aligning production and inventory with promotion.
Test Marketing Testing products and marketing in the real world before scaling them.	Traditional Marketing Marketing using techniques that predate the digital age such as broadcast media and person-to-person sales.
Undifferentiated Marketing A brand or product that targets everyone as a customer.	Value Proposition Developing a unique and valuable position for products that serve customer needs.

The list above includes the primary ways that firms establish a competitive advantage with marketing. For example, Design for X, may appear to be a random choice for the list but is actually one of the main ways that firms establish superior products that sell themselves. For example, you could argue that Apple's entire business model is based on Design for Usability.

64 Examples of Marketing Strategy

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