On this planet of enterprise, there are various, many forms of advertising and marketing.

To simplify issues, listed here are 18 varieties which were developed, tried, and examined by generations of entrepreneurs from varied industries.

It’s additionally seemingly every one has a devoted annual convention someplace within the world.

Yow will discover examples of all 18 varieties round you. They’re continually copied and “remixed” to win the shoppers’ hearts. Someplace on this record might even lie the advertising and marketing success of the subsequent world-changing firm.

Every of them is completely different, however most can be utilized in parallel to kind a bulletproof progress engine.

On this article, we’ll cowl:

1. Digital advertising and marketing
2. Offline advertising and marketing
3. Inbound advertising and marketing
4. Outbound advertising and marketing
5. Content material advertising and marketing
6. Search engine advertising and marketing
7. Development advertising and marketing
8. B2B advertising and marketing
9. B2C advertising and marketing
10. Online marketing
11. Social media advertising and marketing
12. Model advertising and marketing
13. Direct advertising and marketing
14. Influencer advertising and marketing
15. Electronic mail advertising and marketing
16. Phrase-of-mouth advertising and marketing
17. Occasion advertising and marketing
18. Guerrilla advertising and marketing

Digital advertising and marketing is an overarching time period for any form of promotional exercise that leverages the web because the messaging channel. Accordingly, even two completely different advertising and marketing ways, like search engine marketing and PPC, are thought of digital advertising and marketing.

This time period is usually used to distinguish a class of ways from offline advertising and marketing.

Instance

At Ahrefs, we use varied digital advertising and marketing ways and instruments to share our experience in search engine marketing and advertising and marketing and promote our product.

Typically, a specific matter, resembling an search engine marketing guidelines, can be utilized in a weblog publish, then repurposed on different platforms and promoted by way of completely different channels; all of that’s digital advertising and marketing.

Right here’s a tweet that includes the search engine marketing guidelines compressed into one infographic.

In search of an entire search engine marketing guidelines for 2021?

Right here’s one you’ll be able to comply with. pic.twitter.com/65brjXPBcg

— Ahrefs (@ahrefs) August 15, 2021

We’ve additionally promoted the guidelines by way of internet advertising. This instance is from Quora Advertisements:

And right here’s our Weekly Digest e-newsletter selling the unique publish:

In distinction to digital advertising and marketing, offline advertising and marketing (also known as conventional advertising and marketing) is an overarching time period for any form of advertising and marketing performed with out using the web.

If an commercial is printed in a paper journal as an alternative of an internet journal, that’s offline advertising and marketing. Equally, in case you ship a customized message by way of junk mail as an alternative of an e-mail, that’s additionally offline advertising and marketing.

Though phrases like “offline” and “conventional” might give the impression that the sort of advertising and marketing is a factor of the previous, commercials in printed magazines or between TV reveals haven’t disappeared simply but.

In line with Statista, TV adverts nonetheless have the strongest attain amongst all forms of adverts.

Instance

Between 1999 and 2002, Anheuser-Busch brewing firm promoted its Budweiser beer with a TV advert that turned a well-liked tradition phenomenon.

The “Whassup?” marketing campaign gained many promoting awards, together with the Cannes Grand Prix, and helped the corporate enhance gross sales from 2.4 million barrels to 99.2 million barrels in 2020.

https://www.youtube.com/watch?v=JJmqCKtJnxM

Inbound advertising and marketing is a advertising and marketing technique that goals to drag prospects in with related and helpful content material.

To raised perceive this time period, let’s evaluate it to outbound advertising and marketing.

Whereas outbound advertising and marketing tries to succeed in the shopper with a message that “interrupts” (e.g., TV adverts, PPC, billboards), inbound advertising and marketing hopes to create a scenario the place a possible buyer discovers an organization whereas searching for an answer.

For instance, a buyer searches for one thing on Google and stumbles upon a related article on an organization’s web site.

Instance

Ahrefs’ free instruments, such because the free backlink checker, are designed as a type of inbound advertising and marketing.

They pull prospects from search engine outcome pages (SERPs) for queries like “backlink checker” or “analyze backlinks.” If the search demand is excessive, the sort of free software can convey a big quantity of natural site visitors:

Outbound advertising and marketing is an “interruptive” type of advertising and marketing the place an organization pushes a message a few product out to a prospect by way of chilly calls, chilly emails, junk mail, most types of promoting, and so forth.

Outbound advertising and marketing tries to boost consciousness of a product or encourage actions (e.g., shopping for, subscribing, visiting a store) among the many target market no matter their curiosity.

Instance

Locations like Occasions Sq. in New York are examples of outbound advertising and marketing reaching its peak, each when it comes to the area used to get the message throughout and the funds wanted to broadcast it. A few of what you’ll be able to see within the image under is outbound advertising and marketing by way of billboards.

Content material advertising and marketing is the method of making and distributing content material to draw and retain prospects.

Content material advertising and marketing is often practiced as a type of inbound advertising and marketing, the place the content material affords an answer to an issue {that a} prospect is researching. Prospects uncover promoted merchandise by studying about their functions.

Content material advertising and marketing is usually used to generate leads, the place essentially the most premium content material is gated behind a kind requesting private info like identify, telephone quantity, or e-mail. In a while, that info is used for different advertising and marketing ways (together with outbound).

Instance

Some fashionable forms of content material advertising and marketing are:

• Weblog articles
• Movies and vlogs
• Podcasts
• Webinars
• Case research
• eBooks
• White papers

Right here’s an instance of how some can be utilized in a coherent content material advertising and marketing technique:

Search engine advertising and marketing is a time period used to explain promotion messaging printed by way of SERPs. SEM divides the messaging into two classes: paid outcomes and natural outcomes.

Natural outcomes are pages {that a} search engine like Google finds, crawls, and indexes on its SERPs. The place on natural outcomes can’t be purchased, solely influenced by way of content material advertising and marketing and search engine marketing.

Paid outcomes are a type of pay-per-click promoting. Companies pay search engine corporations to participate in a bid competing for the most effective advert placement.

Instance

Let’s say you need to rank on the primary web page of Google for the key phrase “advertising and marketing automation” within the U.S. You’ve got two choices to do that: One is thru paid outcomes, and the opposite is thru natural outcomes.

A paid outcome can be one among these:

And an natural outcome will look one thing like these:

As you’ll be able to see, they give the impression of being comparable (and match what Google desires). The primary distinction is it is going to value the advertiser round $50 per click on to be included among the many huge gamers within the advert area.

To be included within the non-paid, natural area, the advertiser has to create related content material that matches the search intent and construct lots of backlinks.

Development advertising and marketing is the method of accelerating an organization’s income by making use of an experiment-driven and built-in strategy to all levels of attracting prospects.

Development advertising and marketing is one other time period that’s usually utilized in distinction to “conventional advertising and marketing.” It’s because when progress advertising and marketing entered the stage within the early 2000s, it was shortly adopted by startups that wanted a distinct strategy that helped them:

A. Compete with established corporations.
B. Get traders’ consideration by proving scalable progress ways.

The desk under explains the variations between progress advertising and marketing, “conventional advertising and marketing,” and progress hacking.

Instance

There are a lot of wonderful and inspirational trendy progress tales: Slack, Spotify, Uber, and Sq..

However I need to level you within the route of Notion’s progress advertising and marketing technique as a result of it appears to get practically each side of progress advertising and marketing proper. Plus, it’s been analyzed dozens of instances, so it makes an ideal instance for entrepreneurs and entrepreneurs to study from.

Notion’s success depends on many pillars: nice product, enormous and vocal group, and the “freemium” mannequin.

It does progress advertising and marketing, however it’s not some black hat progress hacking. It’s rising quick, however its technique is customer-centric, doesn’t compromise the model, and goals for the lengthy time period.

Many additionally emphasize the function of user-generated templates in Notion’s success. The corporate encourages the creation and sharing of usable templates for varied paperwork and operations.

Notion’s customers create templates that entice, interact, and retain different customers. Lots of these new customers will then create and share their very own templates, persevering with the cycle.

Right here’s a graphic from Basis that completely explains how this tactic touches your entire advertising and marketing funnel and kinds a progress loop.

B2B advertising and marketing, or business-to-business advertising and marketing, refers back to the advertising and marketing of services or products by companies to different companies.

This time period is usually utilized by entrepreneurs to call and differentiate forms of advertising and marketing methods and ways which can be particularly efficient in B2B relations (e.g., account-based advertising and marketing), versus business-to-consumer (B2C) relations.

Instance

Companies prefer to promote on LinkedIn. Cause: Its customers go to the platform for work-related functions. LinkedIn takes benefit of that (by design) and affords an assortment of promoting merchandise.

By far, LinkedIn holds a 3rd of all U.S. B2B digital show advert income. As you’ll be able to see under, even giants like IBM use LinkedIn adverts to draw prospects.

This B2B advert factors to a lead-capturing kind providing free credit in IBM Cloud’s service.

B2C advertising and marketing, or business-to-consumer advertising and marketing, refers back to the advertising and marketing of services or products by companies to customers.

This time period is usually utilized by entrepreneurs to call and differentiate forms of advertising and marketing methods and ways which can be particularly efficient in B2C relations (e.g., influencer advertising and marketing), versus B2B relations.

Instance

B2C advertising and marketing is in all places. I don’t even must hyperlink to a examine that can show how a lot we’re bombarded with adverts. You simply want to go searching you.

The entire stuff that you just personal was purchased due to B2C advertising and marketing. Which means, both you noticed some type of B2C promotion that satisfied you to make a purchase order or another person did and informed you ways nice that product was.

Let me begin this auto-therapeutic train with myself. 

At some point, I used to be simply minding my very own enterprise. Instantly, I acquired an e-mail from Vans saying that it had this enormous sale of its outlet stock. OK, Vans. I’ll click on.

That e-mail (it’s in Polish) led to this touchdown web page, the place I noticed these footwear.

It was precisely what I wanted this fall. So a couple of days later, the footwear materialized at my place.

And that’s the brief story of how B2C advertising and marketing made me purchase footwear in seconds. I didn’t even go to the shop to strive them on. I used to be doing one thing fully completely different and never even eager about shopping for footwear.

However not each e-mail can try this. You’re trying on the energy of the model—Vans being one among my favorites.

With emails like these and on-line buying alternatives, a model can capitalize on each different exercise it has invested in, making me know, like, and belief it.

Online marketing is a sort of promotion the place an organization pays fee to an exterior web site for site visitors or gross sales generated by it.

You possibly can spot affiliate hyperlinks totally on blogs. These are the hyperlinks that comprise monitoring parameters like “tag,” “hop,” or “customid.”

Which means the proprietor of the web site receives a fee each time somebody clicks that hyperlink or buys one thing by way of that hyperlink. This fashion, the paying firm rewards associates for influencing their backside line.

Instance

This cooking weblog explains the way it elevated its meals weblog revenue by fivefold in three months, one of many ways being internet online affiliate marketing.

Somebody purchased mushroom capsules value $3,240 on Amazon after clicking a hyperlink on the weblog. Similar to that, the house owners acquired $145 that day, 24 hours after posting an article that includes these mushrooms capsules.

Everybody’s a winner on this story—the producer, the retailer, Amazon, that weblog, and the one who purchased these capsules (I presume).

There’s one other type of internet online affiliate marketing that’s typically known as associate advertising and marketing (albeit associate advertising and marketing has no less than two completely different meanings).

It’s when resolution suppliers maintain a associate program for different corporations to drive the demand and adoption of a services or products utilizing the market capabilities of this system attendees.

Right here’s how Microsoft pitches its associate program: “The Microsoft Accomplice Community is a hub of individuals, assets, and choices introduced collectively to offer you the whole lot you could construct and ship profitable options in your prospects.”

Social media advertising and marketing is using social media like Fb, Twitter, or LinkedIn to market an organization’s services or products.

The objective of social media is to develop an viewers and have interaction with them. This results in elevated model consciousness, web site site visitors and, finally, gross sales.

Social media advertising and marketing entails a mixture of ways, together with publishing content material, responding to feedback, and operating social media commercials.

Instance

Wendy’s Twitter account has change into one thing of a legend. Right here’s why:

The story started with epic Twitter roasts that spared nobody. It began by chance with an easy reply to a not-too-bright remark from a buyer and shortly progressed to the spotlight of this Twitter deal with.

That form of “model voice” gave Wendy’s messages a sense of authenticity that made its rivals sound like heartless companies.

As extra eyes turned to the subsequent factor Wendy’s mentioned, this tweet got here alongside, aka the third most retweeted tweet in historical past:

HELP ME PLEASE. A MAN NEEDS HIS NUGGS pic.twitter.com/4SrfHmEMo3

— Carter Wilkerson (@carterjwm) April 6, 2017

This man didn’t get these 18 million retweets (solely 3.1 million). However Wendy’s hooked him up with a 12 months of free hen nuggets anyway. Wendy’s proved not solely can it get individuals’s consideration, however it will possibly additionally maintain its promise (one thing fast-food chains should not recognized for).

There are extra wonderful Wendy’s social media case research (see GroupNug or March Madness). However whereas pushing the boundaries of company advertising and marketing, Wendy’s doesn’t neglect social media can be about customer support or just selling its enterprise from time to time.

Model advertising and marketing is a time period to explain actions that promote a services or products in a manner that highlights the model and shapes its picture.

However what’s a model?

Within the trendy area of selling, it’s fairly onerous to offer a definition that’s exhaustive and passable. In any case, model advertising and marketing is practiced in so many kinds.

Let me offer you some examples of robust manufacturers. Do take discover of what you affiliate with them.

• Apple
• Mastercard
• The Avengers
• Fb
• BMW
• Coca-Cola

So what did you get? Did these names spark some form of picture in your thoughts or an affiliation with an individual? Perhaps it evoked a sure feeling and reminiscence and even made you thirsty. That’s what manufacturers primarily are: cognitive and emotional triggers.

So it’s much less necessary what manufacturers are. Slightly, it’s extra necessary what they do. And that’s the intention of brand name advertising and marketing: to strengthen the impact that manufacturers have on customers and make them:

• Acknowledge the product (and distinguish it from the remaining) – In any other case, you’d be asking your self the query, “Is that the scrumptious chocolate bar I had final time?”
• Affiliate it with a constructive expertise – You might not have tried the product. But when the fantasy of you consuming the product offers you a constructive feeling, then that’s all it takes.
• Rationalize the price of the product – BMWs should not the best-built vehicles on the earth. And they aren’t the most affordable both. But, a BMW continues to be mentioned to be the “final driving machine.”

Customers should not the one attainable targets of brand name advertising and marketing. Corporations may additionally use the sort of advertising and marketing to extend their inventory market valuation or to draw expertise to their firm (employer branding).

Instance

I’ve to be trustworthy. I fell in love with this advert instantly. It made me need to purchase some LEGOs and “rebuild the world.”

https://www.youtube.com/watch?v=XraFU5BjYjQ

The advert reveals a bit little bit of LEGO’s product. However extra importantly, it highlights the model and shapes its picture.

I don’t know in case you’ll agree with me, however this advert frames LEGOs as constructive, non-violent, and cognitively stimulating toys for everybody.

Furthermore, that is the toy for the builders of tomorrow. A world constructed on variety, respect, and mutual assist; a non-zero-sum world.

And it doesn’t matter which LEGO set I’ll purchase—they’re all like that. And thru model advertising and marketing, LEGO managed to get that message throughout in 60 seconds.

Direct advertising and marketing is a method the place the corporate straight communicates with the target market as an alternative of utilizing mass media.

Direct advertising and marketing is often chosen for its decrease value (in comparison with mass media), the power to personalize the message, and the potential of the viewers responding to the message (e.g., by way of an included kind).

Instance

All of us are recipients of direct advertising and marketing. The proof of that’s the little steel field subsequent to the mailbox many people have, designed to maintain undesirable flyers and catalogs in a single neat place. It will also be seen within the ubiquity of those sorts of indicators:

However let me offer you a constructive and efficient instance of direct advertising and marketing: Ikea’s first few catalogs.

That’s how the enterprise of Ikea began within the first place. Ikea was a bit bit completely different in these days. It didn’t promote principally furnishings; it offered principally the whole lot.

That is an instance of an Ikea mail-order catalog from 1950:

These days, we will simply go to the Ikea retailer and choose one thing up. No one must mail us something. Higher but, we will see the stock on-line and make a purchase order with out leaving the home.

And that was the concept behind the primary Ikea catalogs staged in a world with out the web and only a few TVs. It was an ingenious resolution (however not precisely unique) to succeed in many potential prospects and “decrease the friction” of buying merchandise.

Additionally, for individuals residing in distant areas of Sweden, the catalogs represented selection and magnificence delivered to their doorways.

An influencer on this regard will be anybody with a big community, or “following,” of individuals and/or authority in a specific area.

Affect mechanisms leveraged in the sort of advertising and marketing can take many kinds: inspiration, belief, perception, and imitation. Influencer advertising and marketing is efficient as a result of following others’ examples or recommendation helps individuals to make selections.

Furthermore, since affect is a phenomenon of human relations, influencer advertising and marketing works each in B2B and B2C conditions.

Instance

Right here’s an instance of an influencer advertising and marketing super-production.

YouTuber Meredith Foster was one of many few fastidiously chosen influencers to advertise Motorola’s new smartphone product line.

Right here’s what Meredith got here up with:

https://www.youtube.com/watch?v=qgyZ9SaN0cA

Meredith’s channel has 4.8 million subscribers. Examine that with the common attain of reports programming within the U.S., and it’s straightforward to see why influencer advertising and marketing could be a highly effective technique.

Electronic mail advertising and marketing is any form of advertising and marketing messaging performed by way of the channel of e-mail.

That mentioned, e-mail advertising and marketing isn’t just sending emails. It entails:

• Constructing an e-mail record.
• Designing and sending emails to the subscriber record.
• Monitoring the outcomes.
• Curating the e-mail record.

The sort of advertising and marketing serves 4 important functions:

1. Generate site visitors – You possibly can talk along with your viewers by way of emails with the objective to take them from the e-mail to a selected web page, e.g., your newest content material.
2. Lead nurturing – This consists of so-called drip campaigns used methodically e-mail by e-mail and touchpoint by touchpoint, main e-mail subscribers to a purchase order alternative. This course of additionally “qualifies” results in various kinds of subscribers, e.g., potential enterprise alternatives and model followers.
3. Onboarding – This refers to a sequence of emails despatched by way of the “lifecycle” of a buyer to make them uncover and expertise the worth of the product and finally retain them. A typical use of e-mail onboarding is inside a trial interval of a SaaS product.
4. Generate income – Like Vans did with me. Manufacturers usually provide prospects an incentive to join a e-newsletter, resembling 20% off the subsequent buy. Then it’ll ship particular affords to e-newsletter subscribers.

Instance

Since I’ve proven two examples of emails earlier than, and because you most likely get a ton of emails your self, right here’s an illustration of an e-mail advertising and marketing workflow.

On this easy e-mail drip marketing campaign, recipients are routinely despatched emails based mostly on their engagement.

If recipients react positively to the emails, they get extra in-depth academic supplies and even a product demo.

But when they don’t open the following emails, they’re placed on a path of much less time-consuming academic supplies and can be finally taken off the drip marketing campaign workflow.

This type of e-mail advertising and marketing workflow will be designed by way of a WYSIWYG (What You See Is What You Get) editor in lots of immediately’s e-mail advertising and marketing instruments with out coding expertise.

Phrase-of-mouth advertising and marketing is the method of influencing and inspiring pure discussions a few product, service, or firm.

In on a regular basis use, it will possibly describe two forms of conditions:

• WOMM as a naturally occurring “facet impact” of an organization’s operations, resembling exceeding customers’ expectations of a services or products. In such situations, the corporate might not intend to actively affect the unfold of discussions. But, the way in which it’s doing enterprise creates such a powerful expertise that shoppers need to share it with pals, household, social media followers, and so forth.
• WOMM as ways used to deliberately and actively affect the unfold of discussions concerning the firm or its services or products. This type of WOMM would be the focus of this brief chapter.

The essence of WOMM is to offer individuals a purpose to speak. The explanation why this technique works is that folks usually belief what others must say.

That phenomenon has even been studied:

A Nielsen examine from 2015 revealed that 83% of respondents from 60 nations trusted suggestions from family and friends. However when a advice got here from an opinion posted on-line, the belief ratio was all the way down to 66%.

The aforementioned “purpose to speak” doesn’t must be a advice of an organization’s providers. It may be something that offers an organization publicity, creates “buzz,” and will increase its model consciousness. For that reason, WOMM is usually known as “buzz advertising and marketing.”

Phrase-of-mouth advertising and marketing can take many kinds. It might begin as a social media marketing campaign, a PR marketing campaign, or a referral marketing campaign with incentives for spreading the corporate’s message.

Instance

It’s one factor to “earn” word-of-mouth advertising and marketing within the type of constructive opinions and uninfluenced social media threads. It’s one other factor to design and management the entire present.

In “Buzzmarketing: Get Individuals to Speak About Your Stuff,” Mark Hughes describes how he managed to vary the identify of a city within the U.S. to the identify of a startup e‑commerce platform he was selling.

So a city known as Midway was renamed Half.com. For a 12 months. That actually put the brand new e‑commerce platform on the map.

That act was so exceptional that it drew the eye of the Related Press, Reuters, USA Right now, Good Morning America, amongst others. So think about how a lot publicity that e‑commerce firm acquired by way of this single act—all in time for the platform to launch.

In return, the city of Midway obtained new computer systems for the college, a brand new web site, and $110,000.

And 6 months later, Half.com (the e‑commerce) was offered to eBay for $300 million.

Occasion advertising and marketing is a advertising and marketing tactic the place branded occasions are used as a solution to talk with the target market and promote services or products.

The intention of occasion advertising and marketing is to create a memorable expertise by partaking occasion contributors, encouraging them to straight work together with a model.

Interactions might take completely different kinds: attempting out a product, watching a product demonstration, watching a live performance, attending launches, networking, collaborating in a seminar or convention, and so forth.

Instance

Since 2003, Salesforce has organized an annual occasion known as Dreamforce. It brings collectively “the worldwide Salesforce group for studying, enjoyable, group constructing, and philanthropy.”

The occasion is a giant, three-day annual pop-up theme park for the whole lot Salesforce. This 12 months, the occasion was additionally streamed on-line.

It permits Salesforce to create a multifaceted product expertise: Attendees can find out about Salesforce product bulletins, uncover superior makes use of of the CRM, and achieve some Salesforce certifications.

However like all theme park, there must be completely different sorts of sights. The occasion doesn’t simply promote Salesforce’s CRM. Dreamforce is a chance to take heed to talks from celebrities, thought leaders, and politicians. Final however not least, attendees can have some enjoyable at a occasion.

Be a part of famous person Will Smith at Dreamforce 2021. Collectively, we’ll be:

1. Chillin’ out.
2. Maxin’.
3. Relaxin’, all cool.

Watch #DF21 on Salesforce+: https://t.co/pXrOL9oVnB pic.twitter.com/qeZSQjQC8v

— Salesforce (@salesforce) September 22, 2021

What’s additionally fascinating about this instance of occasion advertising and marketing is it’s open to different manufacturers. A whopping 103 different manufacturers assist Salesforce make this occasion attainable by way of sponsorships, scoring their piece of brand name consciousness.

Guerrilla advertising and marketing is a promotion tactic that entails utilizing surprising and unconventional interactions to evoke robust feelings and provoke phrase of mouth.

Traits of guerrilla advertising and marketing:

• Low value
• Inventive
• Easy and brief messages
• Use of public locations like streets or buying malls as a medium of commercial
• Creates a powerful, memorable impression

Instance

I consider this instance ticks all bins of exemplary guerrilla advertising and marketing.

This is without doubt one of the many situations of the “IT” film’s guerrilla promotion marketing campaign. Even in case you haven’t heard of the lethal clown from Stephen King’s novel, this signal is so weird that it’s assured to make you no less than Google the film.

Furthermore, I guess you’d inform different individuals what you noticed that day and even tweet about it (I do know I would).

Fairly cool advertising and marketing initiative for #ITMovie noticed in Sydney CBD this morning.

“All of us float down right here” pic.twitter.com/vi1KnXSRFj

— David Piepers (@davepiepers) September 3, 2017

And in case you truly went to see the film and watched that scene with the balloon popping out of the storm drain, recalling this guerrilla advert would make the film a lot extra actual and scary.

As for the funds of this marketing campaign, it’s fairly apparent. It’s the price of some balloons, string, and white paint.

Closing ideas

With all of these 18 forms of advertising and marketing, it makes one surprise: The place’s Occam’s razor whenever you want it? Might you simply use one kind of selling and cease worrying?

Effectively, all the varieties we’ve mentioned had been developed for a purpose. Some are used to distinguish from rivals and others to accommodate prospects’ life.

The purpose is you’ll be able to have a look at these forms of advertising and marketing as ready-made options for reaching your objective.

Understanding these tried and examined varieties makes work a bit simpler. You simply want to decide on properly.

Acquired questions? Ping me on Twitter.