When comparing upstream marketing vs. downstream marketing, it is first helpful to explain exactly what each one is. Upstream marketing is a long term marketing approach designed to target certain population segments to better help companies understand their audience better. Once the upstream marketing portion is complete, downstream marketing is used to generate a plan of attack based on the data found in the upstream marketing phase. Downstream marketing includes a detailed plan of ad placement, branding, promotional efforts and communication strategies that will be used to help each company better market their product to the segment identified in the upstream marketing phase.
- Upstream marketing is used in a long-term fashion to conceptualize future products based on a population.
- Downstream marketing is the current or game plan. It is used to gain customers now.
- Upstream and downstream marketing work together to reach customers effectively and solidify growth.
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