What is unconventional channel?

Answer 1

We are fully acquainted with conventional / traditional channels i.e.

Manufacturer > Distributor > Wholesaler > Retailer > Shop-Keeper > Customer

Extent of channel-partners vary from products-to-products and organization toorganization.Since last 5 years, it has been observed that, many organizations prefers to have contactwith customers directly instead of through channel-partners. These channels are referredas "

Direct Marketing Channels

or Unconventional Channels". These are unusualtechniques in performing marketing activities with a goal of attaining maximized outputsfrom minimal resources and expenses.Marketing of products or services can be done by various ways-n-means. Direct marketingis one of the effective channel that takes the organization to the final customer / recipientby interaction between the two. It operates on one-to-one basis and totally opposite toconventional marketing."Direct marketing is de-massified marketing; it deals with customer on a one-to-one basis. The marketer approaches the customers individually, communicates with them on single-level basis and even offers products that are modified to suit the requirements of thechosen customers."