Tactics may include:
- Search engine optimization (SEO)
- Social media marketing
- Video marketing
- Email marketing
- Blogging & affiliate marketing
- Website marketing
- contextual advertising
- Search engine marketing
Some studies indicate that consumer responses to traditional marketing approaches are becoming less predictable for businesses.[30] According to a 2018 study, nearly 90% of online consumers in the United States researched products and brands online before visiting the store or making a purchase.[31] The Global Web Index estimated that in 2018, a little more than 50% of consumers researched products on social media.[32] Businesses often rely on individuals portraying their products in a positive light on social media, and may adapt their marketing strategy to target people with large social media followings in order to generate such comments.] In this manner, businesses can use consumers to advertise their products or services, decreasing the cost for the company.