Direct marketing vs. indirect marketing
As unusual as it may sound, all energies geared towards marketing can be grouped into one of two types, they are direct or indirect marketing. Direct marketing could be very easy to understand when likened to the surface level of things. Direct marketing mostly involves engaging with people directly, mostly customers and potential customers, to make them aware of the services you offer. For instance, a direct marketer could send a customer an email that contains promotional offers about their business or organisation.
On the other hand, indirect marketing is a strategy whereby you place yourself in a position where you can be found by leads and referrals. You give interested individuals the chance to engage with you and your brand through other means, and not directly engaging with them yourself. For instance, indirect marketing could take the form of writing a review blog post on a third party website. Then, leads can find you or your brand through search engines and external links.
The bottom line is that, both direct and indirect marketing can be very effective strategies. Still and all, to ensure that you implement these approaches to barest maximum, it’s needful that you note what their advantages and disadvantages are. Everything has a potential drawback.
People often think that the type of marketing approach employed can produce better results. I guess you’d need a personal encounter with one of the type of marketing approaches before you make that conclusion. Nevertheless, amidst all the inquisitiveness, it is also important to note that they all come with their pros and cons. So without further ado, let’s explore the differences between direct marketing and indirect marketing.
The word ‘direct’ in marketing, may give off the feeling that it exclusively denotes taking a personal approach to marketing your goods and services. However, it is a lot more complicated than that. Direct approach to marketing employs a good number of traditional strategies of marketing that virtually everyone is familiar with. For instance, television commercials are forms of direct marketing. Advertising through radio, online ads, magazine ads, billboards and telemarketing all denote direct marketing. The services you offer are not concealed in any way, you give customers direct information about it.
A lot of people tend to believe that digital marketing cannot be direct. With the advent of technology as well as increasing technological advancements, a great percentage of the world population have become accustomed to new technological devices, communication devices in particular like the smartphones, laptops, tablets and the rest. With this, almost nothing is hidden under the sun and almost everyone has some knowledge of the use of internet and social media. In this sense, digital marketing is not concealed in any way, and when employed, can pass off as a direct marketing strategy.
Digital marketing is a unique type of direct marketing, you are basically trying to find and address a specific audience, which are your target audience. As a digital marketer, your job is to convince them to make decisions about choosing your services and take actions right away. So having stated the meaning of direct marketing, let’s look at the BENEFITS of employing this approach in marketing.
Benefits of Direct Marketing
- Specific audience sections can be identified and targeted.
This will help you connect with the calibre of persons that you feel might be already interested in the goods and services you offer. In the event that you run a television commercial, you can select a particular time frame on the channel that you know your audience willing be watching. Also, you can run your social media advertisements at the closing hours of your target audience. This could help pass information about your business more effectively.
- Direct marketing allows for a possible bonding time between the marketer and the potential customer.
When you know the audience you are addressing, this will help you to personalize your messages better and also nurture the leads while building stronger relationships with them. For instance, when you make use of data and sending info via messages, it will make segmenting your email list better, and this will let you send relevant content to your target audience (recipients).
- Tracks your email response rate and know effective of your marketing.
From tracking your email response rate and understanding how effective your marketing strategy is, you can easily make adjustments according to your findings. With this, you would see that the data you get from your direct marketing activities is very measurable.
Disadvantages of Direct Marketing
Direct marketing has a number of advantages, but it also has setbacks too, they include:
Overzealousness could cause your marketing efforts to exceed the boundaries of privacy and come off as a disturbances to individuals. This could hurt the reputation of your brand, business or organization.
- Understanding your audience
There need to be an understanding between you and your audience, where you met and how you can meet them again. If this acquaintance is not established, the chances are that, you will be advertising to people who are not interested in your brand and you’ve got to accept, this is totally a waste of your time and energy.
Indirect marketing describes the marketing approach whereby you are not just trying to sell specific goods or services, instead you are nurturing relationships, creating brand awareness and building up brand elegance. The idea is to establish a long standing relationship with customers. Relationships that exceed the boundaries of just specific brand, goods or service promotions, and ascend into the horizons of future relatione and collaboration.
Advantages of Indirect Marketing
- It is a long term strategy and your efforts will continue to have futuristic impacts.
- It is usually less expensive than direct marketing.
- You don’t come off as self serving to customers and this builds trust.
Disadvantages of Indirect Marketing
- It may take a long time to to see sales impact which could get frustrating.
- Performance tracking is a lot more difficult because you are not following up specified customers. This is largely dependent on the fact that the privacy of customers is well respected as you are casting a wider net.
- It requires constant attention, new tricks and unique tactics because of it’s long-term nature. Whereas, direct marketing approach can stand on their own. Indirect marketing requires you to function as a whole.
Conclusively, always note that whichever methods of marketing you employ, the key to success is building trust around whoever you serve and finding ways of bringing value to their lives. When you place this thought at the back of your mind, the marketing journey can never go haywire.
Direct marketing vs Indirect marketing.