17 Types of Marketing You May Consider for Your Career

By Indeed Editorial Team

Updated 2 December 2022

Published 27 April 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Within the marketing industry, there are a variety of different marketing types or strategies you may pursue a career in, such as digital marketing. Marketers may specialise in one area, or they can become experts in a few different strategies or services, such as email marketing and social media marketing. If you're interested in this field, researching the different forms of marketing can help you understand which specialisation is right for you. In this article, we discuss 17 common marketing types you may consider for your career.

Related: 12 Marketing Careers With Salary and Job Duty Expectations

17 types of marketing

Here are 17 types of marketing you can specialise in:

1. Digital marketing

Digital marketing involves the use of online technology channels to reach audiences. Professionals in this field can use their writing or designing skills to help them reach their intended consumers. They may also apply research skills to get more information about customers' preferences, ratings and reviews. Digital marketers can use the following platforms to promote their products:

  • blogs

  • emails

  • analytics tools

  • search engine optimised crawling

  • social media sites

  • websites


  • What Is a Digital Marketer and What Do They Do?

  • What Does a Digital Marketing Manager Do? (With Steps)

2. Traditional marketing

Traditional marketing uses advertising methods that promoters used before the Internet. Organisations can captivate their audience and expand their reach by using marketing channels such as print, radio, telecommerce and telemarketing. These media can be effective in the following ways:

  • Television: Telemarketing can help businesses advertise to an audience based on the programmes their targeted consumers are likely to watch.

  • Radio: Marketers can use radio adverts to reach listeners based on time and language.

  • Print: Print marketing can establish a company's credibility and consumers are likely to engage with marketers.


  • What Is an Infomercial? (With Pros, Cons and Examples)

  • Traits of Telemarketers (Plus Salary and Qualifications)

3. Content marketing

Content marketing is a business model that involves creating and distributing articles, videos and podcasts containing relevant product information. These marketers may have narration and creative skills that they can use to attract, engage and keep their audience. The following roles may represent the daily tasks of a content marketer:

  • help clients with their purchase process

  • review a product's frequently asked questions

  • assess ratings and comments about their products and medium of marketing

  • research, write and publish valuable content

  • maintain the company's website

  • research latest trends and incorporate them into marketing

4. Search engine marketing

Search engine marketing uses strategies that enable a company's website content to appear higher on search engine pages. The higher the website's rank on search engines, the easier it may be for the target audience to find a relevant article. Marketers in this field can use the following strategies to ensure that search engines prioritise their content:

  • focus on keywords

  • pay for keyword adverts

  • research seasonality

  • use organic growth strategies to improve search engine rank

  • encourage comments and reviews on the brand's site

Related: Guide on How to Become an SEO Expert (With Salary)

5. Social media marketing

Social media platforms can help organisations promote their brands and engage with their customers personally. Marketers in this field create and publish social media posts relating to the company. They may also do additional research to understand their audience's behaviour based on their interaction with product posts. Data they gain from research may help select message-tone graphics that effectively reach target individuals.

6. Influencer marketing

Influencer marketing involves working with current public figures, digital creators and celebrities to promote a company's brand on its social media pages. Influencers might have substantial following and interactions with an audience that has similar characteristics to a company's target clientele. If an influencer's followers trust their opinions, they may also trust the brands that they recommend and this certainty can increase the chances of the followers purchasing the endorsed product.

7. Email marketing

Email marketers create electronic mail campaigns targeting current or potential customers. These campaigns can happen at various stages of a customer's purchase process. An email marketer can request their consumer to provide their email, analyse the campaign results and personalise content for each client. They can send marketing messages such as:

  • special offers

  • product launches

  • company newsletters

  • featured snippets

  • holiday messages

  • giveaways

Related: What Does an Email Marketing Specialist Do? Role and Duties

8. Brand marketing

Brand marketing might involve connecting with the target audience through storytelling, humour or inspiration. The primary role of a brand marketer may be to create the image and voice that consumers associate products with to ensure the company's positive representation. Other roles for an individual in this field to guarantee success may include:

  • researching on audience's interests

  • creating and executing a brand strategy that aligns with their consumer's preferences

  • determining product flaws and making changes

  • monitoring current trends

  • adjusting their marketing strategies to the latest trends

Related: Marketing Skill Examples: With Definitions and Steps to Develop

9. Affiliate marketing

In affiliate marketing, a business rewards an affiliate partner with a commission for a purchase made through this associate's promotion. Website owners with a successful sale of products may opt to do affiliate marketing for other brands. Such marketers might typically choose a brand that doesn't compete with the services they're providing.

10. Campus marketing

Businesses may employ this technique to target students and increase their consumer reach. This marketing strategy can involve creating awareness of products or services to students on their school grounds. Campus marketers may select learners in an institution, called campus ambassadors, to help them promote their products. They may also apply the following techniques to ensure success:

  • offering trials and samples

  • providing discounts

  • personalising flyers and brochures

  • hosting school competitions

  • using campus media

  • engaging the parents of students

11. Personalised marketing

Personalised marketing tries to create a custom experience for every user who interacts with a promoted brand. Personalised marketers may work with researchers who collect and analyse data to understand customer behaviour. The data can give insight into the individual preferences of customers. Personal marketing may include:

  • adding a customer's name to products

  • using a customer's name in messages

  • recommending items based on previous purchases

  • sending customers birthday messages

12. Product marketing

Product marketing may involve developing the image of a product, designing pricing strategies and launching marketing campaigns. Marketers in this field can collaborate with sales teams to align their promotion efforts with the target audience's interests. This strategy aims to increase the demand for a product and encourage more people to adopt it. Product marketers can also accomplish their goals by doing thorough market research, positioning the products at an optimal location and sending promotional messages to potential customers.

Related: What Does a Marketing Manager Do? (And How to Be One)

13. Acquisition marketing

Acquisition marketing aims to attract customers and convert them to company salespersons. Successful acquisition marketing might involve working together with customer service and the consumer success teams. Satisfied customers can become promoters. Acquisition marketing strategies may include:

  • offering free education related to the company's domain

  • giving out of freemium services or products

  • optimising a website's visitor conversion rate

14. Experiential marketing

Experiential marketing is an engagement marketing scheme that may include inviting an audience to interact with their brand physically. The marketing technique may involve planning events and creating emotional connections between a brand and the audience. Companies that use engagement marketing may require their promoters to perform the following tasks:

  • create innovative marketing strategies

  • conduct market research on events

  • manage the occasion's logistics

  • design products the audience can take home

  • organise entertainment activities

15. Organic marketing

Organic marketing is a strategy that companies can use to grow their clientele base gradually and naturally. The primary purpose of this technique is to bring clients to the website rather than directly advertising to them. Businesses can use organic marketing to save money and create permanent traffic for their products and services.

16. Seasonal marketing

Seasonal marketing refers to any form of advertising that corporations execute during specific times of the year or particular sales seasons. This promotion approach may have significant advantages for both new and existing firms. It can be an opportunity to engage customers with unique offerings and offer brand awareness.

17. Referral marketing

Referral marketing is a type of marketing that uses references and reviews to expand a business's customer base. Creating a positive experience for clients can be crucial to the success of this marketing initiative. The programme can be more effective if the marketers incorporate the following ideas:

  • researching on how the business gains new consumers

  • creating referral templates

  • identifying brand incentives

  • following up of reviews and references

Also read: 14 Digital Marketer Skills for Professionals

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