Direct and Indirect Marketing Methods and Distribution Channels

[Reyed Mia (Apprentice, DIU)]

Direct and Indirect Marketing Methods and Distribution Channels

Direct Marketing

Direct marketing aims at a specific audience or consumer profile to stimulate a direct response to the product or service marketed and to measure the response. Direct marketing can be intrusive and annoying when businesses don't use it in comprehensive marketing strategies. The most popular direct marketing methods are by (1) Direct Mail, (2) Telemarketing, and (3) Online.

In favor of direct mail is that customers get product information and place orders from their homes or offices easily. Against is the flood of junk mail that makes direct mail unwanted by association and inattentively thrown away or destroyed.

In favor of telemarketing, conversations offer opportunities to answer questions, take product orders, and do customer service. Against is that telemarketers make uninvited cold calls that interrupt customers and talk them into buying products they then decide they don't want. Telemarketing is particularly unpopular in areas with Do Not Call registries.

In favor of direct marketing online is the ability to reach consumers as they conduct research and make purchase decisions. Against are that not everyone is online, and those that are may not be online at the best times. Social media work best in combination with other marketing methods. All print marketing should show links to the business website.

Indirect Marketing

Indirect marketing typically involves a third-party distributor or seller. Indirect marketing does not aim at a specific consumer audience as does direct marketing. An example of indirect marketing is the traditional storefront window display. The retailer's commercial space comes between the producer and the consumer; therefore, it is indirect.

Indirect marketing enables businesses to attract a large and diverse consumer pool. Indirect marketing through third parties provides businesses with access to amenities that they do not have, retail space as an example. However, indirect marketing affects product profit margin direct marketing cuts out the third-party middleman for larger returns.

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