Business is inactive without a proper marketing strategy. Before moving into the details of direct and indirect marketing, let’s discuss the exact definition of marketing. Marketing is such a procedure and set of activities, processes, and instructions which help in developing a professional and trustworthy relationship between the company and the clients or customers or partners so that the products, brands or services can be promoted systematically and authentically. It is the backbone of business development.
There are two types of marketing undertaken in a business- Direct Marketing and Indirect Marketing. Direct Marketing is associated with such kind of marketing activities where there is a direct relationship between the buyer and the seller. In other words, here the business organization directly proceed towards its target audience through the means of direct sales personnel or direct mails, direct action ads, telemarketing, producing catalogs or brochures, cable selling, etc. The mode of communication in direct marketing is based on one to one interaction type.
On the other hand, indirect Marketing is opposite to direct marketing, and here the mode of marketing is not based on one to one way of communication. The business organizations when approach for indirect marketing primarily uses the technology of ‘media.’ Thus, the media helps them in developing the relationship between the company and the target audience. The best strategies used for indirect marketing are online PR like Television or radio ads, digital marketing, viral marketing, billboard advertising, retail merchandising, Guerilla marketing, etc.
Direct marketing Vs. Indirect Marketing:
1. Direct marketing is a great scope to build a personal and strong connection with the clients and customers, but it is not possible to approach a vast number of audience through direct marketing.
In the case of Indirect marketing, you can reach a mass of population at a time through the help of printed media or broadcasting media or social media.
2. As the mode of communication in direct media is one to one, there is a chance to get a hundred percent positive response from the audience. Here, the business personnel can read the mind of his customer and know his issues very clearly. The feedbacks and answers can also be recorded immediately here.
Indirect marketing follows one to all communication as a result of which the business organization does not read the responses and feedback from the audiences. Again, the customer is also getting convinced as they are not getting chances to speak directly with the seller.
3. Direct marketing is a low-cost marketing strategy as the strategies and activities used does not apply high-cost technologies.
Indirect marketing is an expensive strategy as it has high scope for the future. But compared to direct marketing, indirect marketing is cost-effective due to its audience dollar generated orientation.
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