Transactional Marketing

What is Transactional Marketing?

Transactional Marketing is a type of marketing that seeks to satisfy consumers and achieve the objectives of a business through a system of exchange, or transaction, of goods or services. Instead of seeking to forge a bond between consumer and firm, his priority is to go directly for the sale, praising the benefits of that service or product that he wishes to commercialize in order to obtain a quick profit.

It is something that, especially, is used to attract clients and that works with the short term in mind. Its orientation always revolves around the product rather than the consumer or the market, always directing it to the masses to capture the attention of those who may be interested. It can bring good results, but it raises conflicts between competitors and at the same time puts customer service on the back burner.

Its counterpart is the relational marketing, whose goal is quite different and that starts from a totally opposite philosophy. The transactional prefers to highlight the advantages of what is sold to attract the attention of the consumer and make them buy; does not pursue the loyalty, it only focuses on the purchase.

The performance of this methodology can be quite high, but in a short period of time. Most firms today are committed to relationship marketing, since having loyal customers is the best guarantee of obtaining a constant and lasting income stream, always with the option to grow.

What is Transactional Marketing for

Transactional marketing serves for a large portion of the public to capture the benefits of a service and / or product and end up resorting to it, becoming clients of the firm in question. As we have indicated, its purpose is not loyalty, but sale. It does not matter that the consumer buys once and stops resorting to the brand, since the user experience and attention are not your priorities.

It helps to obtain a high volume of sales in a short time, but does not guarantee long-term stability. It is a strategy more of impact than of permanence.

Examples of Transactional Marketing

As an example of transactional marketing we can think of the sale of a soft drink. The company touts it as the most refreshing and tasty to get sales, but doesn't go the extra mile to forge a connection with consumers.

Applying this concept to our agency, we could use as an example a campaign focused on marketing an application developed through our service of applications development. By promoting it as the best on the market, we could sell it to consumers who would pay for it; But we would not focus on pushing our service or making them stick with us to fall back on what we do in the future. A one-off sale, without a loyal customer.

More information about Transactional Marketing

For more information on transactional marketing, you can take a look below to learn more about it.