Business Fit Magazine January 2020 Issue 2 | Page 18

Business
Award-winning serial entrepreneur,
international speaker, philanthropist and
author, Jacqueline Camacho-Ruiz, explains
to our readers five different types of marketing
to help us make informed decisions about the
best ones to allocate our time, money and
resources.
After 11 years as head of JJR Marketing, a
Chicagoland marketing firm serving start-ups to
Fortune 500s, I still delight in helping companies
find the “right recipe” for their marketing. Like
a chef experienced with different ingredients,
I’ve found that not all marketing is the same,
or designed for the same results. For some
businesses, preparation of their marketing is
the challenge while for others, it’s how to serve it
up, or even, how to invite others to share in the
bounty.
Types of
Marketing
for Your Marketing Strategy
All marketing is not created equal, nor is it meant
to be. So in our relentless commitment to
elevating companies and their marketing savvy,
I’ve developed a brand new way of understanding
the many different types of marketing that can
help businesses gain a greater awareness of their
efforts and more confident understanding of how
to best allocate their time, money and resources.
We’ve coined this new perspective the “Five Types
of Marketing” and by understanding what each of
them do, you can work them into your marketing
strategy and set realistic goals for success. In a
way, the “Five Types” are like ingredients that you
expertly add to your marketing plan to create the
perfect, delicious result.
All marketing
is not created
equal
1: Foundational Marketing
Foundational marketing refers to the key
elements needed to create the baseline of a
marketing campaign. Almost every client needs
at least some forms of foundational marketing
to implement their plan. Newer businesses
and start-ups must prioritise their foundational
pieces before other efforts can succeed. While
these marketing activities will probably not make
the phone ring immediately, they are important
stepping-stones to every other marketing
initiative you take.
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A marketing calendar which outlines the
entire campaign, complete with launch dates
and deadlines
A website/landing page so that a URL may be
referenced in successive marketing efforts
Logos or other graphic representation of
client entities
Social media pages where successive
marketing efforts may be shared
Printed brochures or materials that serve as
connections for face to face meetings
Collateral such as business cards, letterhead,
etc.
2: Executional Marketing
Executional marketing is designed to provide
regular communication with the captive and
prospective audiences, so they ultimately begin
to anticipate it. Any effort which keeps the client
connected to their audience can be considered
executional marketing. This is a very effective
type of marketing because it continues to build
an ongoing relationship with past and/or present
customers. Out of the blue, you may hear from
a past client who just received something from
you. Examples of executional marketing items
include:
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Ongoing social media posts
Targeted Eblasts about company news or
timely offers
Monthly or quarterly newsletters
PPC, Adroll or Google Adword campaigns
SEO landing pages
Downloadable content
3: Time-Bound Marketing
Time-bound marketing is, as it sounds,
something that must be initiated and consumed
within a particular window of time to be effective.
Companies usually seek marketing help of
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