what are the characteristics and differences for Digital and Relationship Marketing – WAU
For a long time, Transactional Marketing was the most common way to relate to the consumer. No wonder, it is known as traditional. And, even if it has lost space for strategies that seek to create a closer link with the client, it can be a valid tactic in certain situations.
For those who work in marketing, you must always be up to date on the terms and strategies that end up appearing within that medium.
One of them is Transactional Marketing, which, although not always identified with that name, is one of the best known concepts, because it was the most used for a long time and still today has its due value and importance.
Within a competitive market, it is essential to know how to position your brand properly, according to the preferences and demands of your target audience.
Another important point is to know how to adapt your strategies according to the objective and moment your company is experiencing and, therefore, you need to know different types of action.
As much as it has lost its dominance with the arrival of other types of Marketing, and it is not the closest tactic to what the consumer is currently looking for, Transactional Marketing – also known as Traditional – still have space.
Do you want to know more about this strategy? Check out what this content will deal with:
Continue reading and answer your questions!
What is Transactional Marketing?
How many times are you not watching television and your movie is interrupted by a commercial?
This is Transactional Marketing, trying to impact as many potential customers as possible at one time. For this reason, communication channels are used without much filter, thinking only of the number of impacted viewers.
In practice, therefore, this marketing plan does not focus on the consumer’s experience with the brand, and its focus is on acquiring new customers. Normally, most of those impacted do not become consumers of the brand, but the idea is precisely to send a broad message that can positively impact a portion of them.
What are the main characteristics of this strategy?
How about, then, knowing more about the main characteristics of Transactional Marketing? We have separated some of them so that you know exactly how this strategy works and if it can be effective within your business.
Focus on customer acquisition
The main characteristic of Transactional Marketing is the focus on winning new customers for a company.
Aspects such as measuring the efficiency of actions and understanding the impact of the ad on the public are in the background: the most important thing is to attract and win the conversion, transforming the user into a consumer of the brand, even if it only happens once.
Short-term actions and focus on sales
The actions within this strategy are focused on short-term results, not thinking about the future of the relationship between brand and consumer.
The idea is to create actions that can impact the user and encourage him to make the purchase as soon as possible, creating a sense of urgency, which can be exemplified with promotional actions and offers.
Infrequent to moderate customer contact
Customer service – and the quality of that service – is treated as a priority today. After all, dissatisfaction with a contact can mean the loss of that customer.
Transactional Marketing, however, does not care much about it, so much so that one of its characteristics is low interaction with the user, with a relationship focused exclusively on selling.
Low commitment to the customer
Another point that characterizes Transactional Marketing is its low commitment to the consumer, after all, your idea is to get the sale and not build a solid relationship with the user. Mutual satisfaction is not a priority and the objective is to create the exchange – resources for the product and / or service – between customer and brand.
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What are the differences between Transactional, Digital and Relationship Marketing?
As we said above, Transactional Marketing is also known as Traditional, precisely because of this posture in which the focus is not exactly on creating a positive consumer experience.
More recently, other modalities, such as Digital Marketing and Relationship Marketing, have gained more space.
In the case of Digital Marketing, the targeting of campaigns and ads it is, without a doubt, one of the main differences in relation to Transactional Marketing.
After all, the traditional method does not seek to understand the consumer, while Digital Marketing focuses extremely on this experience – not for nothing, the creation of a persona is indicated.
The semi-functional profile is created precisely to understand more about the user behavior that you seek to impact, resulting in more accurate strategies and campaigns, increasing overall performance.
Meanwhile, Transactional Marketing focuses on broader messages, with little regard for customization, but rather quantity.
Regarding Relationship Marketing, the difference is even clearer, after all, the focus here is precisely the creation of a close and lasting relationship with the consumer, thinking about long-term actions.
Within this strategy, the objective is not just to make a sale, but to guarantee mutual satisfaction: both for the brand and for the customer.
In a moment marked by consumer empowerment, Relationship Marketing becomes even more necessary, prioritizing customer experience and satisfaction in their actions.
Conquering conversion is not enough, it is necessary to commit to the consumer and thus achieve customer loyalty.
As much as Transactional Marketing does not go according to the main trends of the market today, it can still be important for those looking for short-term actions, especially when we talk about increasing sales. When well planned and executed, this strategy can generate benefits and advantages for your business.
Now that you already know what Transactional Marketing is, its characteristics and the main differences in relation to other concepts in the area – such as Digital and Relationship Marketing -, how about checking out other strategies? We have prepared a list of the 82 main marketing types, explained and with visual examples for you!