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What are the types of digital marketing?

Since the advance of technology, marketing has never been the same. Today, businesses and marketers have utilised technology to create digital marketing. Digital marketing is a form of marketing that uses online media to spread brand messages and content. Digital marketing distributes brand messages and content through search engines, social media platforms, applications, email campaigns, and websites. This form of marketing functions to reach the target audience with conversion-oriented messages to make more sales and grow brand loyalty. Marketers know that being innovative is a part of their job description, and this is why there are many different types of digital marketing. The most popular types of digital marketing are:

  • Search Engine Optimisation (SEO)
    SEO is one of the most popular, and important, types of digital marketing. SEO functions to ensure that the brand’s website, articles, and/or products land at the top of the search results on Google when specific keywords and phrases are searched for. This process requires marketers to emphasise certain keywords and phrases, but it should be noted that they should not be overly emphasised. If marketers fill up a website or article with SEO keywords and phrases, it will seem unnatural and of low quality.

Search Engine Optimisation

  • Pay Per Click (PPC) Advertising
    This form of digital marketing, as the name implies, sees marketers paying the publisher of the ad whenever someone clicks on the ad to increase website traffic. Google Ads is one of the most common forms of PPC advertising, while other examples are paid ads on Facebook, Twitter, and sponsored messages on LinkedIn. This is considered a short-term form of digital marketing because once the marketer stops paying the publisher, the ad is taken down.
  • Content Marketing
    This form of digital marketing aims to create and promote a range of content to get website clicks, generate leads, and ultimately make sales. The created content can be blog posts, social media posts, videos, podcasts, and more. It is important the created content is SEO rich while still being natural to grab the attention of potential customers. Besides this, the interests, needs, and wants of the target audience need to be focused on when creating the content to make sales and build the desired brand loyalty. If this does not happen, it is likely that the content marketing will be unsuccessful.

Content Marketing

  • Search Engine Marketing (SEM)
    SEM can be described as the paid form of SEO. This form of digital marketing sees businesses buy advertising space on Search Engine Results Pages (SERP). With SEM advertisers pay for the impressions that lead to website clicks, and this also assists in a higher ranking for the website in organic search results. It is recommended to combine SEO and SEM to gain optimal traffic to a website.
  • Influencer Marketing
    This form of digital marketing uses the services of individuals and businesses on social media platforms that have large followings. The aim of this form of marketing is to reach wider audiences and gain more customers. The ‘influencer’, once recruited, will become a brand ambassador of sorts and will be paid to post content such as photos, videos, or features on their website. It has to be noted that the influencers with the largest followings aren’t always the best choice. If the marketing is done well with a smaller scale influencer, the impact can be enormous.

Influencer Marketing

  • Email Marketing
    This form of digital marketing sees marketers send emails to their subscribed clients. This stimulates engagement, reinforces brand loyalty, and aims to drive sales. A popular form of email marketing is curating a newsletter for subscribers. Newsletters would contain information about the business, announcements, and even special discounts. Marketers should strive to keep email marketing exciting and informative, without overwhelming their subscribers’ email inboxes. This will ensure that the subscribers stay subscribed.

The do’s and don’ts of Social Media Marketing

Social media is mainly used to post an occasional selfie, keep up with friends and family, and follow your favourite celebrities’ daily lives. But for businesses and brands, social media has become a valuable tool. Business owners can use the various platforms to promote businesses and brands, direct consumers to websites, and build a connection with customers and potential customers. Besides this, social media marketing is also able to collect consumer data which marketers can use to improve the marketing, it can offer more information about industry competitors, and it can even increase market share. To do social media marketing in the correct way, business owners and marketers need to know the do’s and don’ts of social media marketing.

The do’s of social media marketing

  • Make use of a posting schedule.
    Many business owners choose to do their social media themselves and make the mistake of over-posting in the beginning. This is understandable as they are likely excited to get started and get their brand’s name out there. But this technique often leads to burnout or depletion of content to share. To prevent this, business owners and social media marketers should make use of a posting schedule. There is a range of applications, such as Buffer and Hootsuite, which you can use to curate a posting schedule.
  • Determine a posting frequency.
    Business owners and social media marketers should create a posting frequency which works for the business or brand. Many believe that posting once a day is the golden rule, but this doesn’t apply to every business or brand. Many businesses operate seven days a week, and this creates a challenge for business owners as they may not have the time to create content and post daily. If this is the case, business owners or social media marketers should determine a frequency which fits in their schedule and which is sustainable.
  • Be fun and relatable.
    Seeing that social media is flooded with content, businesses and brands need to stand out from the crowd to catch the attention of people. Business owners and social media marketers should strive to be creative and original with their content. Creating an interesting and fun brand identity will increase engagement which is sure to increase sales.

The do’s of social media marketing

The don’ts of social media marketing

  • Don’t come across as unprofessional.
    One way to ensure that your social media content is professional is to not make spelling or grammar mistakes. This is an unspoken rule, but many people make these mistakes if they are rushing to complete a deadline or if they want to take shortcuts when creating content. Before posting content, ensure that another person has reviewed it or even run it through a proofreader online. An example of an application that would be useful is Grammarly.
  • Don’t forget that your stories are important.
    Stories are a good way to keep and heighten engagement with the social media accounts’ followers. They are also useful if the posting schedule doesn’t schedule posts for every day. Besides this, stories can be used to celebrate little milestones and make announcements that are not important enough to be a post on the social media account.
  • Don’t forget about the followers.
    Many business owners focus on posting content about the business’s products and services that they forget to cater to their target audience. When creating social media content, business owners and social media marketers should ensure to create the content to be geared towards the interests of their target market. Business owners and social media marketers should also make it worthwhile to follow their social media accounts by providing incentives, such as giveaways or special discounts only available to their followers.

The don’ts of social media marketing

The best customer retention strategies

Customer retention is one of the key objectives of marketers as it keeps a brand afloat. Customer retention is the ability of a brand to keep its customers returning after making purchases. Marketers aim to achieve the ‘customer loyalty loop’, which is a cycle where customers continue to choose the products and/or services of a brand. To achieve high customer retention, marketers have to put certain strategies in place. These strategies will have a range of functions being to distract them from competitors and to heighten engagement. If you aren’t sure which customer retention strategies work best, we’ve got you covered:

Build a relationship with the customer

Once a brand has been able to build a relationship with a customer, the customer is likely to continuously support the brand as they feel a level of loyalty towards them. To build a relationship with the customer, the brand needs to focus on the customer experience. Ways to improve the customer experience are:

  • Be transparent with the customer about the product or service they plan to buy
  • Ensure to attend to all their needs, questions, and queries as fast as possible through multiple service channels
  • Keep engagement high by consistently communicating with the customers via communication channels
  • Offer the customer benefits like free shipping

Start a customer loyalty program

Many brands have started customer loyalty programs by now. If your brand hasn’t, it’s time to jump on board. Customer loyalty programs will differ depending on the type of brand, but all customer loyalty programs should contain:

  • The rewards should work towards achieving the brand’s goals. For example, if the brand wants more visits, the rewards should be in the form of discounts or special offers.
  • The rewards program should be tiered. Customers who show more loyalty than others should be the opportunity to receive more rewards than others.
  • The rewards should be optimised to peak the interests and preferences of the customer base.

customer loyalty program

Utilise customer data

To improve the customer experience, a brand needs to know the needs, wants, and motivations of their customers. To determine this, brands can draw up surveys for their customers. Brands can also determine this by studying customer data. Examples of customer data are transaction histories, how the customers interact with the staff, and how well the customer loyalty program is received and utilised. This will shed light on which areas brands need to focus on to improve the customer experience.

Focus on personalisation

After the customer data has been collected and studied, marketers will be able to formulate offers and campaigns that the brand’s customers will find interesting and relevant. To ensure that the personalisation of the marketing is done correctly, marketers need to follow these steps:

  1. Focus on macro segmentation. This technique offers marketers the opportunity to market to the customer base in large segments. These segments are dividable by customer demographics.
  2. Focus on micro segmentation. This technique offers marketers the opportunity to market to the customer base in smaller segments. These segments are created by using customer demographic data as well as behavioural data.
  3. Focus on personalisation. This technique offers marketers the opportunity to create marketing content that is individually personalised to a specific customer.

Focus on personalisation

Use games in marketing

Entice the inner child in each customer by introducing gamification into marketing campaigns. This has proven to be an effective customer retention strategy as it offers rewards, which everyone loves. Examples of gamification that marketers can incorporate are points, badges, progress tracking, and leaderboards. The gamification needs to be well-thought-out so that it achieves the business’ goals.

By implementing these customer retention strategies, brands are sure to see higher levels of customer retention. The key is to focus on the customer’s experience and to ensure that they leave the business with a smile on their face.

Marketing to women: It’s time to get it right

Marketing geared towards women has dramatically evolved over the years. Before, marketers seemed to see women as caricatures of themselves who needed beauty products, clothing, and cleaning products to survive. But in today’s society, many have recognised that women change societies and are often the driving force behind societies. Today, women have much more representation which has improved marketing towards them, but some marketers still haven’t gotten it right. If marketers fail at representing women properly, and respectfully, the brand loses money and customers. To have effective marketing campaigns geared towards women, marketers need to take note of a few key tips.

Make it interesting

This is an important skill and technique to use in all forms of marketing, as marketing campaigns need to be attention-grabbing. But when creating a marketing campaign geared towards women, using a story to make the campaign peak their interest is a very good trick to use. Women, more so than men, will form an emotional connection to a brand if the marketing campaign conveys a message or highlights things they are passionate about. For example, women with strong motherly instincts will most likely be drawn to marketing campaigns that include babies. But marketers need to remember that not all women are motherly and like soft, cuddly things. Knowing which stories would work best for your target audience requires you to know your audience.

Marketers should know their target audience

In this past, and still today in some cases, marketers have made the mistake of marketing to all women as if they share a single personality or interest. Using one marketing technique or campaign on an entire gender has been proven to be ineffective seeing that women, being human beings, do not have the same personality or interests as all other women. To create a successful marketing campaign geared towards women, marketers need to understand the type of women in their target audience. To do so, marketers could set up meetings, focus groups, and create questionnaires to determine their interests, their dislikes, how they receive content online, and their decision-making processes when purchasing a product or service.

Marketers should know their target audience

Represent women

To create a successful marketing campaign, marketers need to represent women in the campaigns. If the campaign uses models, it should be diverse women. By doing so, the target audience will feel seen and build trust with the brand. Having the target audience trust the brand is important as this makes them more likely to support a brand that ‘sees’ them. Women should not only be represented in the campaigns, but also behind the scenes. This means employing women in the marketing teams and valuing their input as they likely share similar experiences, personality traits, and interests as the target audience.

Represent women

Challenge topics that are usually avoided

Marketers tend to avoid topics that affect women such as menstrual cycles, menopause, breastfeeding, contraceptives, and more. These topics are normal parts of the lives of women and shouldn’t be avoided. To cover and challenge these topics, without making women feel exposed or awkward, marketers should aim to focus on the positive aspects and the answers to the questions women may have regarding these topics. This will ensure that there is a safe space around touchy topics and will build trust between the brand and the target audience.

Pink is not the new black

The colour pink is largely associated with girls and women. Although society has made the colour pink feminine, using the colour in marketing campaigns has been done for decades. It’s an overused trend and is not effective anymore as women recognise the intention behind the colour. Using pink, and other soft pastel colours, carry the connotation that women are soft, girly, and fragile. Some women are attracted to this marketing technique, but many have moved on from this stereotype and do not want to be placed in that box.

Marketing to women is not as difficult as it may seem. Marketers need to remember that women, the same as men, as diverse and cannot be targeted with blanket marketing campaigns. To create a successful campaign geared towards women, markets should ensure to know and understand their target audience while making sure to avoid stereotypes and clichés.

How “buy now, pay later” marketing is turning the finance sector upside down

Financial marketing has followed specific trends and norms over the years. For example, think of popular banks and insurance companies, many of their logos and campaigns contain the colour blue. The colour blue in the finance sector has been dubbed the colour of trust and is used extensively in finance marketing. But “buy now, pay later” marketers have thrown this norm out the window and introduced a new trend in financial marketing.

What is “buy now, pay later”?

“Buy now, pay later” is a revolutionary form of short-term financing which allows consumers to make a purchase and pay for it over a period of time or at a future date. This form of short-term financing is often interest-free. “Buy now, pay later” financing, which is also known as “point of sale instalment loans”, have become wildly popular, especially when doing online shopping. To use this form of financing, consumers can select this form of payment at checkout. If they are approved to use it, they will be required to make a small payment which is usually 25% of the total checkout amount. They will then make a series of interest-free repayments over a specified amount of time. These repayments can be made through a bank transfer, but they can also be deducted as debit orders.

Goodbye blue!

Goodbuy Blue

Many “buy now, pay later” brands have chosen to steer away from the colour blue when branding, and have chosen bolder, brighter colours. Klarna is one of the “buy now, pay later” leaders and is a good example of this. According to Klarna, the old banking system is flawed which makes the colour blue untrustworthy. AJ Coyne, the head of Klarna’s global brand, said, “The old blue that used to mean ’trusted’ but the sector hasn’t kept up with the times and now it stands for lack of mobility”. Klarna has chosen to use millennial pink in their marketing in the “sea of boring blue”. Another example of this would be AfterPay. AfterPay is another popular “buy now, pay later” brand and develop a custom colour which has been named Bondi Mint which they say is “bold, fresh, and confident”.

This marketing innovation has been the result of constraints

This form of financing may seem too good to be true to many consumers and has been met with distrust initially. Besides this, “buy now, pay later” marketing has had difficulty finding a footing on social media platforms. According to Emma Greenway, who works for creative agency Cult, “The brands are quite stifled from all of the big social channels – they can’t use influencers”. These constraints have forced “buy now, pay later” marketers to be creative and innovate to catch the attention of consumers.

“Buy now, pay later” marketing has forced the finance sector to update

HSBC

These innovations in financial marketing have caused a large portion of the finance sector to update and change their marketing strategies to keep up. An example of this would be how HSBC has changed the way they roll out their campaigns. HSBC, which is a British multinational banking and financial services organisation, has focused on using the bright red colour in their recent campaigns to stand out from the crowd. Dionysis Livanis, a creative director at the branding agency Redhouse, says this change is necessary. Livanis said, “Traditional banks like HSBC, Barclays and Lloyds will need to update their brands and their systems to be able not just to compete with the challengers but to adapt to a changing banking landscape and to their customers’ new habits and expectations”.

If banks and other financial institutions do not update and change to keep up with the competition, they will simply fade away. By continuing to use dated financial marketing techniques and trends, banks will lose customers and be seen as dated.

B2B marketing trends you should know about in 2022

Due to social and cultural shifts, the decision-making processes of B2B customers have shifted as well. B2B marketing is when one business markets itself to another business. This takes place when the products or services of one company are needed for the other company to operate or improve. B2B marketing has become extremely lucrative, with the global B2B marketing size being valued at $7.72 trillion according to a Grand View Research report. Within the next 5 years, the global marketing size is estimated to be worth over $25 trillion. To take advantage of this and ensure that the B2B marketing is successful, marketers should know and consider following these B2B marketing trends:

Brand Personalisation

This trend, which is not a new trend, is vital for a brand to stand out from the crowd. To personalise a brand, B2B marketers should aim to mirror the voice of their target audience. B2B brands need to explore and understand their target audience’s brand persona and voice. Once this has been determined, the brand voice has to be visible in all marketing areas. When the target audience views the sales, website, social media, and further marketing channels, the brand voice needs to be present and clear. By doing so, their target audience will formulate trust towards the brand, they will be able to relate to the brand, and will feel seen.

Video Marketing

Video Marketing

Due to the excess of content available online, the attention spans of audiences have shortened. To grab the attention of a target audience, B2B brands should consider investing in video marketing. There are different types of video marketing that a brand can use, and each serves a different purpose. If a B2B brand aims to showcase its company culture and show its uniqueness, it should create corporate videos. Corporate videos can be shared on business social media accounts, the business’ website, or even over email campaigns. If a B2B brand aims to gain local support, it should invest in TV or radio commercials. If a B2B brand aims to showcase its product or services offered, it should create collateral videos. Collateral videos can be effective when being available on the business’ website, being shared via email campaigns, and even when being a part of sales pitches. One of the most popular video marketing forms now is animated videos. Animated videos are useful to explain complex products or services without boring the target audience.

Intentional Content Marketing

When B2B brands practice content marketing, it is important to make sure the focus of the content is geared towards the customers. By doing this, their target audience will be able to find the solution that suits their needs and wants. This form of B2B marketing should be implemented in all spheres of the brand. The content on the brand’s website should be geared towards the target audience by mirroring their voice and offering products or services that piques their interest. The content and ads on the brand’s social media accounts should serve the same purpose to ensure high engagement across social media.

Improving the customer experience

Enhancing the customer experience improves customer retention and makes it more likely to make sales. There is a range of ways to improve customer experience:

  • Determine the reason customers leave the business’ digital platforms
    By determining why customers leave a business’ digital platforms, marketers would be able to fix these issues and increase engagement and retention. Customers may leave a platform due to engaging with irrelevant content, content not optimised for a mobile device, a lack of calls to action, and slow loading speed on a website.
  • Invest in a chatbot
    Although many websites are equipped with chatbot’s, some are more advanced than others. Chatbot’s offers users navigation assistance, immediate answers to questions and queries, as well as fast payment options. To ensure an enhanced customer experience, the chatbot a brand uses has to be updated to keep up with the competition.

Invest in a chatbot

B2B marketing trends are sure to evolve and adapt to the changing needs of society, but the customer needs to be the focus at all times. By ensuring that the B2B marketing is geared to the customer’s needs and wants, B2B marketers are sure to reach success.

The top marketing fails of all time

Marketing fails to learn from

The success of a marketing campaign largely depends on the concept and the quality of the initial idea. But without proper execution or planning, that good idea could flop badly. In today’s marketing climate, competition is rife and originality is one of the most valuable resources. Unfortunately, many brands have made some big marketing mistakes in pursuit of success and originality, resulting in major consequences. Here are three top marketing fails that we can all learn from.

1. Kendall Jenner’s Pepsi Ad

In 2017, political activism was one of the biggest movements across the globe. Pepsi noticed this and tried to hop onto the trend. But, the idea and execution were agonisingly off-centre.

The ad depicts a group of protestors in a street holding signs covering a range of social issues which are unclear. We then see Kendall Jenner leave a photo shoot to join the protest. Jenner hands a Pepsi to a police officer, who had been blocking the protestors. After taking a sip, the police officer eases off, and the crowd cheers.

People across the globe were outraged. Elle Hearns, the executive director of the Marsha P. Johnson Institute and an organizer for Black Lives Matter, said that “That’s just not the reality of our lives. That’s not what it looks like to take bold action.” Bernice King, Martin Luther King Jr’s daughter, tweeted “If only Daddy would have known about the power of #Pepsi”.

To avoid making this same mistake, marketers should avoid trying to capitalize on social issues. Creating campaigns in support of a topic or issue is not a bad idea, as long as you have done enough research and are sure that the marketing campaign will not trivialize the topic or issue.

Marketing fails to learn from

2. Dove’s racist campaign

2017 was clearly not a good year for marketers. Dove had tried to promote racial diversity and inclusivity by promoting a body wash for all women. The concept was good, but the execution missed the mark by a long shot. As seen in the three-second long video posted on the Dove Facebook page, a black woman is seen taking off her brown t-shirt and transforming into a white woman wearing a white t-shirt.

The ad conveys the perception that the black woman used the body wash and then transformed into a white woman, meaning she was less clean than the white woman post-wash. People across the globe recognised the racism in the ad and started boycotting Dove. The brand removed the video after the outrage and tweeted an apology saying that they “missed the mark in representing women of colour thoughtfully.”

To avoid making this same mistake, marketers need to ensure that they are well-informed and educated. If you want to base a campaign around diversity, inclusivity, or anti-racism, the campaign has to celebrate and promote these topics to be successful and socially appropriate.

Dove’s racist campaign

3. Audi’s wedding ad

Also in 2017, Audi had the idea to create an ad that conveyed the message that it’s important to thoroughly check out a car before making a purchase. Although this is a good idea, the execution missed the mark. In the ad, a wedding is taking place. The mother of the groom then walks up to the bride and intrusively examines her. She opens her mouth, pinches her nose, and pulls her ears before nodding her approval to her son. The text then appears which says “An important decision must be made carefully.”

The ad, which was meant to offer advice on buying a car, objectified women and compared marriage to buying a car. People across the globe were deeply bothered by the ad, as they noticed the objectification of women. The ad was withdrawn by Audi after they stated their deep regret.

To avoid making this same mistake, marketers should avoid using controversial topics in marketing campaigns in pursuit of originality, shock factor, or laughs.

Audi’s wedding ad

The Takeaway

Going viral is everything a marketer could ask for, except if you’ve gone viral for the wrong reasons. To ensure that you don’t go viral for the wrong reasons, marketers need to ensure that their concepts and execution of marketing campaigns have been reviewed and discussed by a diverse team. By focusing on the details and avoiding controversial topics, marketing campaigns should be safe from failure.

Is remote working good for marketing teams?

Due to the COVID-19 pandemic, most businesses that do not have front-line workers have had to conduct business remotely. As lockdown restrictions have lightened, some businesses have gone back to the office, but many have chosen to keep remote working the new norm. Especially in the marketing industry, remote working has been shown to offer marketing teams a range of benefits, but it also has its downside. To fully understand the effects of remote working, we have compiled a list of the advantages and disadvantages of remote working.

What are the advantages to remote working?

It is clear that remote working works well for marketing teams. Remote working offers higher levels of productivity, it has shown to save the business more money, it has improved engagement with employees, and it has given marketing companies access to marketers they would not have typically had access to.

  • Higher levels of productivity
    Remote working has increased the productivity of employees since the start of the pandemic. Many people had their reservations about remote working as they were worried that working from home would make employees lazy or lacklustre, but employee productivity has increased seeing that employees are more comfortable at home. Without having the stresses of the office, as well as commuting stress, marketers have been able to work with less stress which has resulted in higher productivity and a higher quality of work.

    Higher levels of productivity

 

  • Remote working saves money
    Marketing companies are able to save money by remote working seeing that they do not have to pay rent for office spaces or have to spend money on office supplies. Remote working also offers marketers the ability to save as they do not have to commute to work.

 

  • Remote working improves engagement with employees
    Remote working has offered marketers the option to relax and unwind when they have completed their tasks. As this is an incentive to complete their task faster, engagement has increased with marketers. In turn, this has resulted in better communication between marketers and their supervisors and managers.

 

  • Remote working has opened the door to meeting more marketers
    Being based in an office only allows marketing companies access to marketers in close proximity and marketers who are willing to move closer to the office. But remote working destroys the boundaries of in-office working. Now, marketing teams can welcome any marketer on board, no matter their location. This has been extremely beneficial to marketing teams as they are able to choose from the cream of the crop.

 

What are the disadvantages of remote working?

Like most things in life, everything has a good and a bad side. The downsides to remote working are that it has made teamwork a bit more challenging and it has caused feelings of isolation.

  • Remote working has made teamwork challenging
    When marketing teams are based in-office, teamwork has been simple as they can communicate face-to-face in real-time. Now that many marketing teams work remotely, they have been forced to adapt to communicating effectively over text, email, and video calls to work well as a team.

 

  • Remote working has caused feelings of isolation
    Although remote working offers more freedom and less stress, it does isolate marketers from their teams. If people do not socially interact with other people, depression and lower levels of productivity are often the results. To combat isolation and lower levels of productivity, marketing companies should combine remote working and in-office working if possible, they should arrange video calls with the camera on during meetings, and should celebrate special occasions such as birthdays and holidays.

    Remote working has caused feelings of isolation

 

Free marketing tools for small businesses

Online marketing tools have been a saving grace for many small to medium-sized businesses. Online marketing tools offer businesses the ability to automate repetitive tasks, collect data, optimise campaigns, and to improve organisation in general. These benefits assist businesses in reaching a broader audience to level the playing field between them and well-established businesses and companies. Although many online marketing tools have paid package options for businesses, many offer free versions of the marketing tool. This is extremely useful for start-ups and small businesses that do not have the budget for an expensive marketing tool or even a marketing team. If you have been on the search for some of the best free marketing tools, look no further!

  • Google Analytics

Google Analytics is a free marketing tool that shows businesses who visit their website and how their visitors engage with their website. This free software tool shows how many visitors there have been in any specific time period, how the visitors found the website, visitor demographics, and even the length of time spent interacting with the website. This information can be used to improve the business’ website and future marketing campaigns.

Google Analytics

  • Mailchimp

Mailchimp is a free marketing tool that deals with email marketing. Email marketing is a vital part of digital marketing as it has been proven to have a higher ROI than other digital marketing techniques. Mailchimp offers a free basic service until your business has 2,000 email subscribers which allow you to capture emails, manage email lists, schedule emails, and view engagement. Mailchimp also offers segmentation and personalisation, CRM tools, predictive insights, and form builders.

Mailchimp

  • KWFinder

KWFinder is a free marketing tool that offers insights into which SEO keywords your business should use in the content being produced. SEO is a vital part of online marketing as it improves visibility and engagement online. KWFinder requires businesses to insert a ‘seed’ keyword which allows the marketing tool to provide additional suggestions, search volume data, online trends, as well as a ranking difficulty score for each keyword.

KWFinder

  • BuzzSumo

BuzzSumo is a free marketing tool that offers users insights into what is trending on social media. Businesses can then use this information to curate campaigns, posts, or content based on trends online. This will ensure higher engagement with the target audiences. The range of tools offered by BuzzSumo is keyword research, influencer search, content analysis, crisis management, and brand monitoring tools.

BuzzSumo

  • Hootsuite

In today’s day and age, a social media presence for any business is imperative. Effectively using and curating social media accounts can be timely, and this is where Hootsuite helps. Hootsuite is a free marketing tool that offers a central management platform for all the social media accounts of a business. Businesses will be able to schedule social media content and see how well they have been engaged with.

Hootsuite

  • HubSpot

HubSpot, similarly to Hootsuite, is a free marketing tool that allows users to view all their marketing channels on one platform. This marketing tool also allows businesses to increase engagement and traffic, and the chance to obtain better ROI. HubSpot offers a range of tools such as optimised templates, live chat, content optimisation tools, email templates, marketing automation, analytics, and even social media management.

HubSpot

  • Canva

Canva is a graphic design and template tool which is perfect for all your visual marketing needs. This free marketing tools allows users to use high-quality graphics, add text, create attention-grabbing graphs, and infographics. Canva offers templates suited for social media, infographics, business cards, eBooks, and more! Users can use their own photos, or source photos while using the tool, all with no graphic design experience. Canva is a user-friendly tool that allows anyone to create their dream visuals using photo editing options, colour palettes, different fonts, and effects.

Canva

Different management styles – Which one suits a marketing manager best?

Managers often carry the stigma of being disliked and tyrannical. These stigmas and perceptions depend on the specific management style a manager uses. Management styles depend on the type of person, the type of company they are employed by, and the employees under their authority. No management style can be categorised as a one-size-fits-all style, which requires managers to curate a management style best suited to their environment. We will list five different management styles which are commonly found in the workplace with their advantages and disadvantages to determine which management style suits marketing managers best.

  1. The authoritative management style

This management style, which falls under the autocratic management style umbrella, sees managers being tyrannical. Managers would give orders and commands to their employees, and if they are not met or satisfied, the employee will be punished.  This management style has advantages, but the disadvantages outweigh them. The advantages to the authoritative management style are:

  • Employees have a clear view of their roles and expectations.
  • Managers are equipped with quick decision-making skills.
  • Productivity is sure to increase when the manager is in the office or observing.

The disadvantages to the authoritative management style are:

  • Employees generally don’t have a good relationship with authoritative managers.
  • This results in resentment, lower levels of professional development, and lower levels of engagement from employees.
  • Employees are unable to be innovative.
  • Employees feel misrepresented and voiceless.

 

  1. The consultative management style

This management style, which falls under the democratic management style umbrella, sees managers treating their subordinates as equals. Consultative managers function to consult and consider the opinions and ideas of their subordinates before making a decision. The advantages to the consultative management style are:

  • There is trust between the manager and their subordinates.
  • The manager and their subordinates grow together.
  • Employees are encouraged to innovate and offer ideas.

The disadvantages to the consultative management style are:

  • Consulting employees are timely.
  • Managers would have to be fair and unbiased when consulting and incorporating ideas from employees to avoid favouritism.
  • Over-use of this management style may blur the lines of authority.

 

  1. The participative management style

This management style, which falls under the democratic management style umbrella, sees managers include their subordinates when making decisions. Participative managers encourage innovation from employees by giving them large amounts of information about the company, clients, and goals. The advantages to the participative management style are:

  • Employees feel seen and valued by their managers, which increases motivation and productivity.
  • Engagement and innovation are increased.

The disadvantages to the participative management style are:

  • This process is timely and may see employees who are more introverted being pushed to the back by more extroverted employees.
  • This would not be a good management style for companies in an industry that has trade secrets.

Some employees may not want to be a part of the decision-making process.

The transformational management style

  1. The transformational management style

This management style, which falls under the democratic management style umbrella, is focused on growth. Transformational managers work with their employees and aim to transform their employees to achieve more accomplishments. This is usually achieved through motivation and pushing them outside of their comfort zone. The advantages to the transformational management style are:

  • Innovation is encouraged and employees will become more adaptable.
  • Employees will also learn to be more flexible.

The disadvantages to the transformational management style are:

  • This management style may cause employees to burn out.
  • The fast pace of this management style may be too much of a challenge.

 

  1. The delegative management style

This management style, which falls under the laissez-faire management style umbrella, is a more hands-off management style. Delegative managers hand out tasks to employees and only return to offer review and feedback. The advantages of the delegative management style are:

  • Innovation is increased.
  • Teamwork is encouraged.
  • Employees have the privacy to solve problems on their own as well.
  • Employees who thrive off autonomy function well under this management style.

The disadvantages of the delegative management style are:

  • Productivity may decrease without the necessary supervision.
  • Employees may feel that they have no direction or guidance.
  • Conflicts in the workplace may be blown out of proportion due to the lack of supervision.

 

Which management style is best suited for marketing managers?

Seeing that marketing managers oversee a team of highly skilled employees who are usually well equipped to work on their own, democratic management styles may offer some of the best-suited management styles for marketing managers. But we feel that the delegative management style is the best-suited. Seeing that marketers are highly skilled, adaptable, and innovative, they often do not need as much guidance and supervision as employees in other industries.

Which management style is best suited for marketing managers