A statement like “intermediaries don’t make you money” is true. In a world where marketing is a science, where there are numbers and data to back up any given statement, and in which analysis is more important than interpretation, intermediaries do make money for the companies they represent. But they also require resources and expertise, and must compete with other businesses in a highly competitive environment.
The third and final most important answer to the question of which of the following statements about marketing intermediaries is true? Is it true that “adversaries” don’t make money for their clients? And if so, why do those companies exist in the first place? Do they really want to help you succeed, or do they just want to earn a buck or two off of your hard work? If an intermediary’s only function is to take your money and give you nothing in return, then it’s a pretty clear cut case that said company is fraudulent. Let’s discuss some of the common types of such companies in further detail.
For example, one type of “adversary” in marketing is the so-called “middleman.” In simple terms, middlemen bring a larger organization closer to you, so they can market to you more cheaply. For their part, these “middlemen” do not take your business seriously, and they often push you toward purchasing from their “friendly” competition. This is a bad sign, because even if a business is offering a service that is too cheap to compete with their “competitor,” they may still be “adversary” enough to be worth taking. Middlemen in marketing may not have the same interests as you or me, but there are legitimate reasons why they enter into business relations with larger organizations.
Another problem arises when marketing intermediaries sell their advertising to businesses and corporations that already have a significant presence online. If this happens often, the effect can be muddied. Not only could the message of your website be distorted by ads appearing on websites that aren’t yours, but the very identity of your company could become tainted. Just what is the goal behind all of this? Muddling up the playing field so that larger organizations can more easily poach off small businesses.
Some of the most common forms of online marketing intermediaries are search engines, email services, and other such software. Sometimes these advertising and promotional campaigns can cross the line, pushing your site or product toward the wrong side of the ethical fence. If you run a blog or own a site that reviews products or services, you may notice that search engine listings frequently give an advertisement place next to the site’s page content. If you ever want to know which of the following statements about marketing intermediaries is true, it is necessary to understand that the relationship between these companies and the businesses they support is a complex one.
There is no “right” or “wrong” way to do business when it comes to advertising. Different businesses use different types of online advertising to reach their target markets. While some businesses might prefer to rely on traditional forms of marketing and promotions through media like television, radio, and print ads, others have taken to the Internet, opting instead for marketing intermediaries like Google, Microsoft adware, and Yahoo! Search Network.