Umami recently hired a digital marketing consultant to evaluate all elements of Umami's online presence including web design, social media, and online advertising. The digital consultant has recommended that Umami convert its informational website into a transactional ecommerce platform. However, this upgrade represents a significant investment in technology and order fulfillment and would come at the expense of developing additional offline channel partnerships. Umami's owners are conflicted about which channel to prioritize and have asked for your recommendation: Do you prioritize the direct or indirect channel?

Question

Damian Arroyo

Social Studies

23 January, 10:59

Umami recently hired a digital marketing consultant to evaluate all elements of Umami's online presence including web design, social media, and online advertising. The digital consultant has recommended that Umami convert its informational website into a transactional ecommerce platform. However, this upgrade represents a significant investment in technology and order fulfillment and would come at the expense of developing additional offline channel partnerships. Umami's owners are conflicted about which channel to prioritize and have asked for your recommendation: Do you prioritize the direct or indirect channel?

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Answers (1)

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Spotty · Answer 1

indirect channel

Explanation:

Direct channel : When company sell their product/services without using intermediary (other individuals or companies)

Indirect channel: When company sell their product/services by using intermediary

From the information, we know that Mamie already established a social and online presence. To boost their sales, they can use online intermediary (such as Instagram and you tube influences) to promote their product, and give the influences a certain percentage of the profit.

This method will require very little risk and capital requirement for Umami compared to making huge investment in strengthening their direct channel.