Marketing is more important than ever before in a highly competitive 21st-century business environment. With so many products and services to choose from, the right marketing strategy can make all the difference in directing people to your business. Here’s an outline of five of the best marketing strategies and how they work.

Cause marketing was introduced in the 1970s and has been gaining popularity in recent years, primarily due to increased awareness of global hardships thanks to mobile technology, the internet and international businesses.

It is the collaboration of a for-profit business and a non-profit organization for mutual benefit. It's altogether separate from corporate giving – specific tax-deductible donations to charities. This relies on peoples' need to feel helpful; they're more likely to purchase a product or service if they feel they're contributing to something important and that you, as a company, share their desire to make the world a better place.

Given that 97% of consumers look for businesses online, internet marketing is one of your most important resources. It’s a wide field, encompassing email marketing, websites and blogs, Search Engine Optimized web content, videos and social networking. Of course, internet marketing is also relative to your target market – though it is diversifying, the majority of internet users are still younger westerners.

With funny, relevant and usually politically controversial video ads, Nandos South Africa has arguably one of the best viral marketing strategies out there. Viral marketing is partly about knowing how to connect with your target audience and partly about creating an advert they will want to share – whether it’s an incredible video advertising your product, or a great special or competition. If done well, viral marketing can spread faster than the fidget spinner craze.

This type of marketing relies a lot on impulse buying, people already in store and ready to make purchases either being captured by additional items or changing their mind when they see something better.

This works in any sales environment; grocery stores, gas stations, food outlets or clothing stores. It ranges from combo deals and discounts to simple placement of products – the "eye level is buy level" concept or the candy and magazines you stare at while you're queuing at the checkout counter.

This can be an extremely beneficial form of marketing, it’s essentially just good press. Word of mouth is organic, unpaid marketing. It relies on your product or service being one of the best in the minds of your customers – take care of your customers and they’ll take care of you by recommending your business to friends, family, and colleagues.

The other side of word of mouth marketing is exclusivity. People are more inclined to want something that’s exclusive, whether it’s limited by time or quantity.

Remember, these are just five of literally hundreds of different marketing techniques – it’s all about what works for your business.