industrial marketing tactics

The difference between awareness and direct industrial marketing tactics

Generally, there are two primary categories in marketing or advertising: awareness and direct. While each approach employs different channels, it’s critical to understand the fundamental difference between these industrial marketing tactics.


The awareness industrial marketing tactic broadcasts your brand and message to a market segment or an entire industry. The channels it uses reach large groups of people that may or may not be interested in what you are selling. Awareness channels include print and online advertising, trade shows, press releases, and social media. Trade shows and advertising channels can be expensive and are often beyond the budget of startups and smaller manufacturers. Even though social media is more cost-effective, it does have one thing in common with advertising: frequency. Frequency is the number of times an audience is exposed to your message and brand during a campaign. Because of its broad nature, frequency is vital in awareness marketing. However, remember that no matter how often a prospect sees a message, it will only work if it connects with them.


Direct industrial marketing tactics reach your prospects on a one-to-one basis. Channels used in direct advertising include calls, e-mail, direct mail, and search engine marketing (SEM). Prospecting calls, e-mails, and postcards are sent directly to the qualified list. SEM targets Internet searchers through keywords or keyphrases. The cost for these channels can vary depending on various factors, but the return is quicker than awareness marketing, and results are easier to track.

The culmination of industrial marketing tactics

Effective campaigns are a combination of awareness and direct industrial marketing tactics. One of the essential virtues of those engaged in this two-pronged strategy is patience. A unified and coordinated program of both will produce short-term and long-lasting results, but building a brand, prospective opportunities, and a full sales funnel takes time.



About the Author

Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.


About Conach

When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in financial marketingfinancial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.


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