From aggregation to distance marketing
When Yashish Dahiya, chief executive of PolicyBazaar.com, a web aggregation, technology and marketing company, approached insurance companies in 2008 for a partnership, his business idea didn't appeal to anyone. It took four to five months for …
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Social media become tools of the marketing trade
He said the majority of online traffic is driven by search engines, so startups should focus on three things before social media: a website, search engine optimization and pay per click marketing. Pay per click marketing is a form of online advertising …
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Fake Twitter followers: A Dirty Marketing Secret
A few weeks ago, I alerted readers to the growing problem of Twitter spam and now news comes that this is not the domain of underground players but one where large brands and stars may also be playing, purchasing fake followers to puff up their social …
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Popular Questions
What does the shift from aggregation to distance marketing mean?
The shift from aggregation to distance marketing describes a move from reaching large, gathered audiences to communicating with prospects through remote digital channels. Instead of relying mainly on shared physical locations or broad audience groupings, marketers use websites, email, social platforms, video, and messaging tools. This approach allows communication to continue without requiring the marketer and prospect to meet in person.
Why is distance marketing important after moving beyond aggregation-based marketing?
Distance marketing can expand a campaign beyond the limits of a single event, location, or audience group. It lets marketers contact prospects across regions while maintaining regular communication through online content and follow-up. To use it effectively, define a target audience, choose suitable channels, and track responses so outreach can be improved over time.
How can a business manage the transition from aggregation to distance marketing?
Begin by converting existing audience information into organized contact segments based on interests, needs, or previous interactions. Create useful digital materials for each segment, then distribute them through channels such as email, social media, or online presentations. Measure engagement and inquiries, and adjust the message or channel when the results show that prospects are not responding.