“Indirect marketing” (IM) is a term that seems to be gaining popularity these days. Stamats’ Steven Kappler referred to IM in his recent Quicktakes brief, titled “The iPhone and Indirect Marketing.”
Kappler notes the “mobile marketing” buzz that’s emerged with the announcement of the iPhone and how teens “are using more indirect marketing methods to find out information and communicate that information.” I think what he meant by this sentence was that teens were using certain mediums that Kappler associates with IM. He lists cell phones, text messaging, instant messaging, and social networks as IM “methods.”
So, according to Kappler, IM is defined by the “method” or medium you use to approach a student. This is somewhat of a defining moment for Stamats since the term “indirect marketing” does not appear in their online glossary. (However, after reading their glossary, “direct marketing” doesn’t appear either while “elevator speech” does…oops.) Nevertheless, IM is not generally used in the Stamat’s vocabulary. But maybe we can figure out what IM means by using a more common Stamat’s term, “direct marketing”?
According to Bob Sevier, Statmat’s resident marketing guru, direct marketing is “An interactive, integrative prospect communication and contact program that spans the traditional funnel of search though measurable action or behavior.”
If we were to put the prefix “in” in front of the word “direct marketing,” you would get a definition that would go something like this: “Indirect marketing is a non-interactive, non-integrative prospect communication and contact program that spans the non-traditional funnel of search though measurable action or behavior.” This actually comes close to what I think Kappler is trying to say.
It seems to me that “indirect marketing” is just another word for advertising mediums (like cell phones and social networks), which can be used in either branding marketing (which is indirect) or direct marketing efforts. If you search the Web for a definition, you’ll find how just how nebulous this term really is. (323 Words)