Marketing firms assist companies and organizations in their attempts to create consumer interest in that organization's product or service. While the industry has its roots in print and radio advertising, the scope of the profession has broadened with the advent of new products and new medias with which to promote them. Contemporary marketing firms specialize in dozens of different fields, from online marketing to direct marketing and niche marketing. Full-service marketing companies offer several services under one roof.
Direct marketing firms create campaigns aimed directly at consumers without the implementation of a third-party vendor. Direct marketers utilize strategies like direct mail, telemarketing and door-to-door sales. While this strategy was often utilized for consumer retail sales in the 1950s, it is now utilized almost strictly to promote charitable or organizational messages or political campaigns. Direct marketing creates easily quantifiable results and can be pinpointed to specific target markets and consumers, providing an exactitude that more general marketing strategies cannot provide.
Promotional marketing firms work with companies to utilize marketing methods like sponsorship, product placement, endorsements, merchandising and trade shows. Promotional marketing firms act as a liaison between their clients and outside companies that provide a good or service which is utilized by their client's product. The most common promotional marketing campaigns usually include prize offers and potential discounts disguised as sweepstakes contests. Promotional marketers often create campaigns that grant the chance at discount airfare, vacation packages, cash rewards, lifetime product supplies or other rewards to create incentive to purchase a particular product.
Guerrilla marketing firms are among the fastest-rising type of marketers today. Guerrilla marketers utilize unconventional methods of media and viral promotion to gain attention to their client's products and services, sometimes without potential consumers even realizing they are being marketed to. These methods can include print media in out-of-the-ordinary locations, such as in bathrooms or in public transportation and large-scale street displays. Guerrilla marketing firms arose out of the notion that consumers are now too knowledgeable of conventional marketing messages and need to be persuaded in an unexpected way that blends spectacle with entertainment.