Marketing platforms
Marketing can be planned on six broad platforms. Each is a line on the Marketing Map: a group of channels that work in a similar way, are bought in a similar way and are measured in a similar way. Most campaigns travel along more than one.
Advertising
Paid space in other people's media: TV, radio, outdoor, press, cinema and online display.
Stops: TV & Radio · Outdoor · Press · PPC · Display & Video · Cinema
Read the advertising guide →Digital Marketing
Your website, search, paid search, social, email, mobile and analytics — the line most journeys now run along.
Stops: Website · SEO · PPC · Social Media · Email · Analytics
Read the digital marketing guide →Direct Marketing
Addressed mail, door drops, SMS and promotions — messages sent to a chosen person, asking for a response.
Stops: Door Drops · Direct Mail · Email · SMS · Promotions
Read the direct marketing guide →Database Marketing
Customer data, CRM, segmentation, analytics and personalisation — knowing who your customers are and what they do.
Stops: Data & CRM · Segmentation · Analytics · Personalisation · Loyalty
Read the database marketing guide →Event Marketing
Exhibitions, conferences, sponsorship and virtual events — meeting your audience in person or live online.
Stops: Exhibitions · Sponsorship · Conferences · Virtual Events
Read the event marketing guide →Relationship Marketing
Customer service, loyalty, reviews and PR — keeping customers, and turning them into advocates.
Stops: Social Media · Reviews · Customer Service · Loyalty
Read the relationship marketing guide →Content and brand run across every platform — see the content marketing and brand guides.