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The Marketing Map

Plan your route through the marketing landscape. Every line is a marketing platform, every station a discipline — pick a stop to read the guide.

Swipe sideways to see the whole map.

The Marketing MapA tube-style map of marketing. Seven lines — Digital, Advertising, Direct, Database, Relationship, Content and Brand, and Event — connect stations such as SEO, PPC, Email, Social Media and PR. Each station links to a guide.WebsiteWebsiteSEOSEOPPCPPCSocial MediaSocial MediaEmailEmailAnalyticsAnalyticsTV & RadioTV & RadioOutdoorOutdoorPressPressDisplay & VideoDisplay & VideoCinemaCinemaDoor DropsDoor DropsDirect MailDirect MailSMSSMSPromotionsPromotionsData & CRMData & CRMSegmentationSegmentationPersonalisationPersonalisationLoyaltyLoyaltyReviewsReviewsCustomer ServiceCustomer ServiceBrandBrandContentContentPRPRExhibitionsExhibitionsSponsorshipSponsorshipConferencesConferencesVirtual EventsVirtual Events
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How to read the map

Lines are platforms

Advertising, digital, direct, database, events and relationships are the six broad platforms marketers buy and build on. Content and brand run across all of them.

Stations are disciplines

Each stop is a channel or skill — SEO, PPC, email, outdoor, loyalty, sponsorship — with a practical guide to how it works in the UK.

Interchanges join them up

Ringed stations sit on more than one line. Social media, email, PPC and analytics are where campaigns change from one platform to another.

Every line, stop by stop

Digital line
  1. Website
  2. SEO
  3. PPC
  4. Social Media
  5. Email
  6. Analytics
Advertising line
  1. TV & Radio
  2. Outdoor
  3. Press
  4. PPC
  5. Display & Video
  6. Cinema
Direct line
  1. Door Drops
  2. Direct Mail
  3. Email
  4. SMS
  5. Promotions
Database line
  1. Data & CRM
  2. Segmentation
  3. Analytics
  4. Personalisation
  5. Loyalty
Relationship line
  1. Social Media
  2. Reviews
  3. Customer Service
  4. Loyalty
Content & Brand line
  1. Brand
  2. Content
  3. SEO
  4. PR
  5. Sponsorship
Event line
  1. Exhibitions
  2. Sponsorship
  3. Conferences
  4. Virtual Events

Marketing platforms

All platforms →

Advertising

Paid space in other people's media: TV, radio, outdoor, press, cinema and online display.

Digital Marketing

Your website, search, paid search, social, email, mobile and analytics — the line most journeys now run along.

Direct Marketing

Addressed mail, door drops, SMS and promotions — messages sent to a chosen person, asking for a response.

Database Marketing

Customer data, CRM, segmentation, analytics and personalisation — knowing who your customers are and what they do.

Event Marketing

Exhibitions, conferences, sponsorship and virtual events — meeting your audience in person or live online.

Relationship Marketing

Customer service, loyalty, reviews and PR — keeping customers, and turning them into advocates.

Discipline guides

All guides →

SEO

Getting found in organic search: technical health, content that answers questions, and links that earn trust.

PPC

Paid search and paid social: buying clicks from people who are already looking, and making each click pay.

Email Marketing

Newsletters, automated journeys and offers sent to people who asked to hear from you — still the best-returning channel for many.

Social Media Marketing

Organic content, communities, creators and paid social across Facebook, Instagram, LinkedIn, TikTok, YouTube and more.

Public Relations

Earning coverage, managing reputation and telling your story through the media and beyond.

Content Marketing

Useful articles, video, guides and tools that attract the right audience and earn their trust over time.

Brand

Positioning, identity and the long-term work that makes people think of you first.

From the marketing news pages

All news →
3 October 2011

Facebook likes new ad units

22 September 2011

Google Ads are now +1

8 September 2011

Retailers using email to direct consumers to their social sites

24 August 2011

Boost email interactivity with social media

22 August 2011

How technology has changed TV viewing

15 August 2011

UK viewers watching more commercial TV in 2011

Marketing essentials — books worth reading

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This is Marketing: You Can’t Be Seen Until You Learn To See
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Zero Click Marketing: How to Build Brands and Earn Customers on a Traffic-Starved Web
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Energetic Selling and Marketing: A New Way to Create Extraordinary Growth in your Business
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