Agency Glossary

Transactional Marketing

Transactional Marketing focuses on the immediate response and purchase of products. This type of marketing tends to focus on incentives in order to push buyers rapidly through the sales process. Like awareness marketing, messages are often broadcast to a large base of consumers, however users are driven to respond to the marketing in order to gain the benefit of the incentive. While transactional marketing often carries the lowest cost per sale, the lifetime value of the customer is short. Purchase decisions in this model are based on price and special incentives rather than brand preference or longterm relationships.

 

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