Direct selling is an older strategy that has been used for a long time. People used to sell their goods and products by going from place to place and door to door. However, Direct marketing has grown in prominence in recent years as a result of the development of post office services. Direct marketing arose as a result of technological advancements and the emergence of social media and the internet.
Direct Selling vs Direct Marketing
The main difference between direct selling and direct marketing is that the process of direct selling refers to the distribution of goods and services through independent agents whose job is to sell products directly to customers through non-retail outlets. Direct marketing is a promotional tool. However, the major focus is on a specific segment of the population to instil in them a desire to buy or to inform them about a new product introduction.
Direct selling is limited to a type of human engagement. Here, communication is a little limited, and the methods via which clients can be reached are similarly limited and straight. Direct selling targets a smaller number of customers. The persons who belonged to the seller’s network are targeted in this section. Although, in today’s world, direct selling is still limited to personal contacts, where consumers can acquire items from their acquaintances without difficulty.
A sort of direct engagement between the consumer and the salesperson exists in the Direct Marketing technique, often known as face-to-face interaction or a door-to-door campaign. Furthermore, this can be done using a variety of mediums such as letters, television, and the internet. The scope of communication is significantly greater here. Direct marketing appeals to a large number of people.
Comparison Table Between Direct selling and Direct Marketing
| Parameters of Comparison | Direct Selling | Direct Marketing |
| Targetted customers | Very few | Wide |
| Type of interaction | Personal | Professional |
| Coverage | Narrow | Wide |
| Communication | Comparatively Narrow | Comparatively wide |
| Point of interaction | Single | Multiple |
What is Direct Selling?
Direct selling is an ancient style of marketing that has been around for a long time. People used to sell their products and goods by going from place to place and door to door. Direct selling, on the other hand, targets a smaller number of customers. The persons who were part of the seller’s network are targeted here.
Direct selling is only restricted to a certain level of human involvement. The process of direct selling refers to the distribution of goods and services with the assistance of independent representatives whose job is to sell products directly to clients through non-retail outlets.
Direct selling is characterised by a single point of contact. The seller starts the transaction by demonstrating the product. Direct selling has a limited reach because it is difficult to reach a larger audience.
Here, communication is a little limited, and the methods via which clients can be contacted are likewise limited and straight. Although, in today’s world, direct selling is still limited to personal contacts, where consumers can buy items from their acquaintances with ease.
What is Direct Marketing?
Direct marketing has grown in popularity in recent years as a result of the introduction of post office services. Direct marketing arose as a result of technological advancements and the emergence of social media and the internet. Because direct marketing does not require direct conversation or personal interaction, a large number of clients can be addressed at one time.
Communication is much more open here. Multiple points of connection, such as at different times and locations, are part of direct marketing. Direct marketing reaches a large number of people. Direct marketing is an example of a promotional tool. However, the major focus is on a specific segment of society to instil in them a desire to buy or to inform them about a new product introduction.
There is a form of direct engagement between the consumer and the sales representative in the Direct Marketing technique, often known as face-to-face interaction or a door-to-door campaign. Furthermore, this can be done using many tools such as letters, television, and the internet.
Main Differences Between Direct Selling and Direct Marketing
- The process of direct selling refers to the distribution of goods and services, which is carried out with the help of representatives who are independent and whose work is to sell the products directly to customers through non-retail shops. On the other hand, the process of direct marketing is a type of promotional tool. However, the main target is focused on a specific segment of the society to create an idea of purchasing in their mind or about the product launch.
- The procedure of Direct selling is only limited to a kind of personal interaction. Here the communication is a bit narrow, and the channels through which it can be reached to customers is also narrow and straight. On the other hand, in the procedure of Direct Marketing, there exist a type of direct interaction between the consumer and the sales representative, otherwise known as face-to-face interaction or can also be known as a door-to-door campaign. Moreover, this can also be carried out via different tools such as posts, television and the internet. Here the communication is much broader.
- Direct selling is considered a very older type of method, which for a long time has been prevalent. Earlier, people used to roam place to place and door to door to sell their products and goods. On the other hand, in present times, direct marketing has gained so much popularity as it followed the advent of the services provided by post offices. With the advancement of technologies and the development of social media and the internet, the process of direct marketing emerged.
- In the case of direct selling, comparatively fewer customers are targeted. Here, the people who belonged to the seller’s network are targeted. Although in present time as well, direct selling is limited to personal contacts only, where the people can purchase goods from their contacts comfortably. On the other hand, in the case of direct marketing, a wide range of customers can be targeted at one point in time, as this procedure does not involve direct communication or personal contact either.
- Direct selling involves a single point of interaction. Here the seller demonstrates the product and initiates the sale. On the other hand, direct marketing involves multiple points of interaction, such as at different times and locations.
- The coverage of Direct selling is limited as it is highly challenging to reach a wider audience. On the other hand, direct marketing covers a large group of customers.
Conclusion
The term “direct selling” refers to the method of distributing goods and services through independent agents whose job is to sell products directly to clients through non-retail outlets. Direct selling entails only a minimal amount of face-to-face engagement. The communication here is a little limited, as are the ways via which clients can be reached.
Whereas a promotional tool is the process of direct marketing. However, the major focus is on a specific segment of the population to instil in them a desire to buy or to inform them about a new introduction. Face-to-face engagement, often known as a door-to-door campaign, is a sort of direct interaction between the consumer and the salesperson in the Direct Marketing technique.
There is just one point of contact with a direct seller. The seller now begins the sale by demonstrating the product. Direct selling has a small footprint because reaching a larger audience is difficult. Multiple points of connection, such as at various times and locations, are part of direct marketing. Customers who are targeted via direct marketing are a diverse population.
References
- https://www.tandfonline.com/doi/abs/10.1080/08853134.1996.10754070
- https://www.sciencedirect.com/science/article/pii/S0957417410012443