You must have heard of direct and indirect marketing in your random routine procedures. There are specific pros and cons associated with each type of marketing procedure. Let us discuss indirect marketing in today’s article as it is the most misunderstood and least commonly known in the market by many business entities.
Indirect marketing is known as the process of placement of products, services, and idea information that the organization has to offer, in such a way before customers that they are not irritated or spammed. (Solukova)
Let me explain it with the help of an example. Suppose the company introduces a new product. Usually, in indirect marketing, the company would go out with advertisements, banners, television ads, emails to customers, etc. But in indirect marketing, there are situations similar to this.
The company would rely on word of mouth or help or influencers, etc. See indirect marketing is something that not only promotes the product or service that the brand has to offer, but it helps the product of service and the brand image and reputation as well.
Below are some of the significant roles the marketing technique plays in capturing customers.
#1. Finding The Right Customer
The most popular brands that are at the top of success in the market commonly seen with indirect marketing strategy. When indirect marketing is completed, the people who have the intention of buying the product comes through. Usually, when direct marketing accomplishes, the company targets a large population to find the right customers.
However, in the process, the brand grabs lots of such people who are not interested in buying but are there to test the products. Such people waste resources such as the energy of salesmen, time, etc. Is such power not better utilized on people who are there for the profit of the company? Therefore indirect marketing is much preferred as it filters genuine customers from ingenuine ones and saves the time and energy resources of the organization.
#2. Builds Better Brand Image
As said above, many successful organizations, if noticed, proceed with indirect marketing. There is a reason behind that. Such marketing techniques build a better reputation for the brand in the eye of the general population. Apart from that, it makes a loyal customer population for the brand that can not attain with the help of direct marketing whatsoever.
Tesla does not go with marketing its products or services on television. It shows that the brand has done a thorough study of their target customer and understood their behavior patterns.
All in all, staying low-key creates curiosity among people about the brand and its products and, in turn, keeps them interested.
#3. Light On The Pocket
Generally, in the process of direct marketing, the cost that is faced by the organization is magnificent. Therefore all those that apply direct marketing have to allocate a considerable portion of the budget for marketing plans. On the other hand, in indirect marketing, there is little to no cost associated with the marketing plans; therefore, the same amount of money is utilized in better product development and more value to services provided.
#4. Creates Positive Response
While using technology, television, radio, or even stepping outside for a stroll, nearly all of us face some advertisement in any form. Not a day goes by when any ad does not come in front of us. It irritates customers. I mean when watching any video on youtube there is one after another ad that pauses the video of concern, when listening to the radio the ads are there for hours when watching television dozens of ad breaks come after small intervals, even when one I googling a simple thing the results come with ads scattered all over the tab. Then tell me how one can keep his/her temper in check?
It is a harsh reality, but it is time to accept that people are fed up with digital ads. And if the problem at hand is not managed, it will come later as a bigger monster.
#5. Be Patient Enough
With indirect marketing, the process of gaining customers is not very accelerated. Instead, the process is slow-paced in comparison to direct marketing. In direct marketing, the product or service is placed right in front of the target customers and made attractive enough to be bought, but when it comes to indirect marketing, the product or service is not directly marketed. The company has to wait for people to discover it. But when they do, they do make it worth the wait.
#6. Achievement of Customer Commitment
Due to the budget saved from marketing, most brands utilize it in creating value for the product and services they offer. It generates greater customer satisfaction. When people are satisfied with one product they buy from a specific place, they tend to go back there. And who does not want to get great products for the money they pay?
Apart from that, when it comes to indirect marketing as mentioned above, products and services are not advertised; therefore, customers have to keep a check on the company projects themselves. This generates the commitment of these people with the organization and ensures customer loyalty.
#7. Changed From Concept Of Target Population
The most significant benefit of indirect marketing concerning capturing the customers is no target population. They do not just target one group of community and focus their marketing on them. They just put the product in front of the general population, and all those who have some concern about obtaining it makes a move. The opposite happens in direct marketing. Where concerned products are advertised to a specific group of people, the management feels they can buy. It runs the significant risk of not calling out other people who might have the possibility of buying it.
#8. Proper Indirect Marketing
Now the concept of indirect marketing is often confused with no marketing. That is somewhat true. Some brands do no marketing at all, but their products are so exceptional that they take care of their absence. But not everyone can achieve that level of excellence due to certain limitations, of course. So it’s better to do indirect marketing so that it gathers attention but is not there right in front of their faces.
One can use influencers for that, press conferences, sponsorship, PR, and even lanyards. Yes, you heard me right. Many brands use lanyards for their marketing, as it is something that is used in nearly everything in routine work by everyone. Using custom lanyards or printed lanyards with any attractive message or symbol can help you seek the attention you are striving for. 4inlanyards is one of the many places that provide products with value to money and creativity. Just make sure that whatever way one is using it is good enough to grab people’s attention.
#9. Offers Valuable Information
Ever noticed an ad with everything about the product but not exactly what you are looking for? Yes, that happens in direct marketing. I am not trying to degrade direct marketing, but it always almost tends to miss something in its advertisement that the customer requires. Different people can use the product for different things in their lives, and they need information accordingly. The advertiser can not possibly go into all the details.
But when it comes to indirect marketing, there is no advertisement for the error. It’s the product that comes in the customer’s hands directly, and he/she can measure its capacity to fulfill customer needs.
#10. Better Customer Relationship
With factors like customer satisfaction, loyalty, and commitment, the next thing that comes in the store is better customer relationships. More investment in staff and products will ultimately lead to better customer experience, and he/she will be more friendly and happy. Not to mention a more happy and functioning staff one will get after proper and centralized customer experience.
#11. Constant Target Improvement
To improve customer experience with the brand one needs to understand the needs and wants of the customer, the organization is interacting with. And the best way to analyze it with the help of data collected from the previous customers.
Over time as we keep check on the type of customers that one interacts with, one will gather a target customer population that is accurate and has no risk of missing potential customers.
#12. One-to-All Communication
The majority of indirect marketing is communication in the form of one-to-all. And the shared information is made possible for the general population. The presence in the digital world affects the success of the business. Comparatively, direct marketing focuses on a particular niche or people and has to be handled differently for different scenarios.
#13. More Available Possibilities
Indirect marketing can be carried out on several platforms, unlike routine marketing platforms like television or radio.
Below are a few platforms that can carry indirect marketing:
- Via search engine optimization
- Press and news
- Social Media Fan pages
- Reviews online
- Word of mouth
- Placement of product
I believe that lanyards are the best possible way for marketing in any area as it is the only thing that reaches people from door to door. One way or another, they reach people. Some use it for carrying cards or keys while others use it for technology. Point is it can be used for nearly everything and by almost everyone, from children to older people. And even if someone is not using lanyards themselves, they always have someone in their circle whom they meet and see in their use.
Apart from that, the product lasts longer and doesn’t get damaged easily. Therefore lanyards are the best possibility for reaching people of concern under every roof. Moreover, custom lanyards can be used to convey the message the organization is striving for its customers to hear. Custom lanyards by 4inlanyards can supply you with a wide variety of products in many different styles and colors according to your exact specification, and believe me, when it comes to capturing customers, even one word can make a difference.
#14. More Satisfied Employees
With a limited but substantial customer population that the staff has to deal with, they are less frustrated and focused on achieving targets. For instance, the sales team will be more motivated and keen to receive each competing customer when they know that a large number of people from them are going to buy something. They would be more energetic and working twice as hard to make a sale.
#15. Increases Speed In Market
If you tend to enter a new region or area where you do not already have a strong sales force, don’t worry. Indirect marketing will give you a head start. It allows you to tap into that market quickly, easily, at low risk and low cost. So to test new products or geographic test footprint, indirect sales can help in a damage-free procedure.
#16. Better scale, streamline, and focus with existing data
Because the resellers have already established the infrastructure of logistics, this is an opportunity for a better-streamlined process. Starting the staff, marketing, and logistics from scratch can be quite a burden. Thus with the indirect marketing process in mind, the strategic operatives of the organization already have done their study on related customers and their needs and wants. Therefore with it in the scenario, the startup in any new location will be easy because customers everywhere have the same needs and desires.
About the Author!
Numaan writes about living better, creating great work, and making an impact. Learning, Unlearning, & sharing knowledge about topics/things I have learned/experience. Numaan is associated with the best tea source where he writes about coffee and tea.