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  • Matt Seltzer

There Are Only Three Types of Marketing, and We Still Aren't Using Them Correctly in 2023


Marketing has evolved rapidly over the past few years, and as we enter 2023, it's more important than ever to understand the different types of marketing and how they can be used effectively. Despite there being only three main types of marketing, many companies are still not using them to their full potential.



Paid Marketing

Paid marketing involves paying for advertising space or promotional materials, such as online ads, billboards, or sponsored social media posts. While paid marketing can be expensive, it can also be highly effective if done correctly. However, in 2023, consumers have become increasingly wary of overtly promotional content and may be more likely to ignore or even block ads. Thus, companies must be creative and strategic in their use of paid marketing, using methods such as influencer marketing or native advertising to make their promotions more organic and less invasive.


Earned Marketing

Earned marketing, also known as organic marketing, involves generating positive publicity through word of mouth, social media shares, or other forms of unpaid promotion. In 2023, earned marketing has become more important than ever, as consumers have become more skeptical of traditional advertising and more likely to trust the recommendations of their peers or influencers. Companies can increase their earned marketing by providing exceptional customer service, engaging with customers on social media, and creating shareable content that inspires positive emotions.


Owned Marketing

Owned marketing involves promoting your brand through your own channels, such as your website, email list, or social media profiles. While owned marketing is often seen as the least glamorous type of marketing, it is crucial in 2023. With so much competition for attention online, companies must have a strong online presence and a clear brand message in order to stand out. This means investing in high-quality website design, regularly posting engaging content on social media, and using email marketing to stay in touch with customers and build loyalty.



Despite the clear importance of these three types of marketing, many companies in 2023 are still not using them effectively. For example, some may focus too heavily on paid marketing at the expense of earned and owned marketing, while others may neglect one or more of these types of marketing altogether. To succeed in the competitive landscape of 2023, it's essential for companies to use a balanced approach that incorporates all three types of marketing and leverages them to their full potential.


The Crucial Role of Market Research in Crafting Effective Paid Marketing Strategies

Paid marketing can be a powerful tool for businesses looking to increase their visibility and reach new customers. However, without a solid understanding of your target audience and the market you operate in, your paid marketing efforts are likely to fall short. This is where market research comes in – it's an essential tool for crafting effective paid marketing strategies that deliver results.


Market research involves collecting and analyzing data on your target audience, competitors, industry trends, and other factors that can impact your business. With this information, you can make informed decisions about which paid marketing channels to use, what type of content to create, and how to position your brand in the marketplace.



One key benefit of market research for paid marketing is that it helps you identify the most effective channels for reaching your target audience. For example, if your research indicates that your audience spends a lot of time on social media, you can focus your paid marketing efforts on platforms like Facebook, Instagram, or LinkedIn. Conversely, if your research suggests that your audience is more likely to engage with email marketing, you can invest more in email campaigns.


Another important role of market research in paid marketing is to inform the messaging and content of your ads. By understanding the needs, interests, and pain points of your target audience, you can create ad copy and visuals that resonate with them and inspire them to take action. Without this research, your ads may fall flat or even alienate your audience, leading to wasted ad spend and poor ROI.


Finally, market research can help you stay ahead of the competition and adapt to changes in the market. By keeping a close eye on your competitors and industry trends, you can adjust your paid marketing strategies to stay relevant and competitive. For example, if a new competitor enters the market, you may need to adjust your messaging or target a different segment of the market to maintain your market share.


In conclusion, market research is a crucial component of any effective paid marketing strategy. By using data to inform your decisions about channels, content, and positioning, you can maximize your ROI and grow your business in 2023's competitive landscape.


Why Marketing Research is Key to Achieving Success in Earned Marketing Strategies

Earned marketing, also known as organic marketing, relies on creating positive word-of-mouth and generating user-generated content to promote a brand. While this can be a highly effective way to build brand awareness and generate customer loyalty, it requires a deep understanding of your audience and their needs. Marketing research is essential for developing an earned marketing strategy that resonates with your target audience and inspires them to become brand ambassadors.


Marketing research involves collecting and analyzing data on your target audience, their

preferences, behaviors, and pain points. This information can be used to develop a deep understanding of your audience and create content that appeals to them. This can include everything from social media posts and blog articles to email campaigns and influencer partnerships.


One of the key benefits of marketing research for earned marketing is that it can help you identify the most effective channels and content formats for reaching your audience. For example, if your research shows that your target audience spends a lot of time on Instagram, you can focus your efforts on creating visually appealing content that engages them on that platform. Conversely, if your research indicates that your audience is more likely to engage with long-form content, you can invest more in creating blog articles or videos that address their pain points and provide value.



Marketing research can also help you identify influencers or brand advocates who can help you promote your brand. By understanding the values and interests of your target audience, you can find influencers or partners who align with those values and have a following that overlaps with your target audience. This can help you reach new audiences and build trust with potential customers.


The Power of Market Research Surveys for Owned Media Strategies

In today's highly competitive business environment, marketing has become more important than ever. With so many brands vying for consumers' attention, it is essential to create a unique marketing strategy to stand out from the crowd. One effective approach is owned media marketing, which involves using owned media channels such as blogs, social media, email, and websites to engage and retain customers.


However, owned media marketing is not just about creating and sharing content. Marketers need to conduct market research surveys to understand their audience's needs, preferences, and behaviors. In this article, we will explore the importance of market research surveys for marketers conducting owned media strategies.


Understanding Customer Needs and Preferences


Market research surveys provide valuable insights into customers' needs and preferences. By asking the right questions, marketers can learn about customers' pain points, their expectations, and the features they look for in products or services. This information can help marketers tailor their content to meet their customers' needs and provide them with a better customer experience.


For example, a company that sells sports equipment can use a market research survey to learn about the sports and activities their customers enjoy, their preferred brands, and the features they look for in sports equipment. With this information, the company can create content that is relevant and engaging to their audience, leading to higher engagement and conversion rates.


Identifying Opportunities and Trends

Market research surveys can also help marketers identify emerging opportunities and trends in their industry. By analyzing the data collected from surveys, marketers can learn about the latest industry trends, customer behaviors, and preferences, as well as the strengths and weaknesses of their competitors.


For example, a company in the fashion industry can use a market research survey to learn about the latest fashion trends, customer preferences, and the strengths and weaknesses of their competitors. With this information, the company can create content that is aligned with the latest fashion trends and provides a competitive edge over their rivals.


Measuring Campaign Effectiveness

Finally, market research surveys are also essential for measuring the effectiveness of owned media campaigns. By analyzing the data collected from surveys, marketers can learn about the impact of their campaigns on customer behavior, such as brand awareness, engagement, and conversion rates.


For example, a company that runs a social media campaign can use a market research survey to measure the impact of the campaign on their customers' behavior. By asking questions about their customers' social media usage and behavior, the company can learn about the effectiveness of the campaign in terms of engagement and conversion rates.


Market research surveys are essential for marketers conducting owned media strategies. By using surveys to understand their customers' needs and preferences, identify opportunities and trends, and measure campaign effectiveness, marketers can create content that is relevant and engaging to their audience, leading to higher engagement and conversion rates. Therefore, market research surveys should be an integral part of any owned media marketing strategy.


Finally, marketing research can help you measure the success of your earned marketing efforts and make adjustments as needed. By tracking metrics like engagement, shares, and referral traffic, you can gain insights into what content resonates with your audience and adjust your strategy accordingly.


Marketing research is a critical component of any successful earned marketing strategy. By understanding your audience and their needs, you can create content that resonates with them and inspires them to become brand ambassadors. With careful planning and execution, earned marketing can be a powerful way to build brand awareness, generate customer loyalty, and grow your business in 2023.



Conduct market research to enhance the three types of marketing in 2023!

To succeed in the highly competitive business landscape of 2023, it's crucial to understand and utilize the different types of marketing effectively. The three main types of marketing are paid, earned, and owned, and each has a unique role in promoting a brand. However, regardless of the type of marketing strategy you use, market research is an essential tool for developing and executing effective marketing campaigns. It can help you identify the most effective channels, content formats, and positioning for your marketing efforts, understand customer needs and preferences, identify opportunities and trends, and measure campaign effectiveness. By using a balanced approach that leverages all three types of marketing and is informed by market research, you can stand out from the crowd, build brand awareness, generate customer loyalty, and grow your business in 2023.


Intuify is a leading market research company that can help your business develop and execute effective marketing campaigns. Our team of experts is dedicated to providing high-quality market research services that can help you better understand your target audience and improve your marketing strategies.


Working with Intuify in 2023 can help your business enhance the three types of marketing, including paid, earned, and owned marketing. Through our market research services, we can help you identify the most effective channels, content formats, and positioning for your marketing efforts. We can also help you understand customer needs and preferences, identify emerging opportunities and trends, and measure campaign effectiveness. With our insights, you can develop a more strategic and data-driven approach to marketing that can help you achieve your business goals.



At Intuify, we understand that every business is unique, which is why we provide customized market research services tailored to your specific needs. Our team works closely with you to understand your business goals, target audience, and marketing challenges. We then use a variety of data collection and analysis techniques to provide you with the insights you need to develop and execute effective marketing campaigns. With our services, you can gain a competitive edge and achieve long-term success in 2023's highly competitive business landscape.


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