Outbound marketing is a traditional type of marketing, also called ˝interruption˝ or ˝push marketing˝. It is a form of advertising that the advertiser imposes on the audience and pushes their products/services, regardless of whether the audience wants to receive such content or not. This type of marketing includes TV, radio, unsolicited calls, unsubscribed e-mails, telemarketing and the like.
Although once effective, these types of “pushing” content to potential customers or users no longer produce the results they once did. The reason is that today we are bombarded with advertisements from all sides and we have turned a deaf ear to them, we simply do not pay attention anymore and this form of one-way communication does not bring the desired results. Another, quite big disadvantage of outbound marketing is that it is extremely expensive and achieves a lower ROI compared to inbound marketing. It does not have a target group, but addresses everyone, thus wasting the available budget on people who have absolutely no interest in the product/service in question.
On the other hand, we have inbound marketing. It does not push advertisements to potential customers, but tries to attract them with interesting content and achieve two-way communication with them. This type of marketing allows customers to find you, instead of the other way around, which is the case with outbound marketing. Inbound marketing provides some value to potential customers, while inbound provides little or no value.
As part of content consumption, inbound marketing is subtly presented to the audience and aligned with their needs and desires. The goal of the advertiser is to entertain and educate the audience who will then take further steps to learn more about the brand and the services/products the brand offers.
In order to successfully reach the target group, it is important to put together a strong inbound marketing strategy and it is desirable to have content for each step in the marketing funnel. To build brand awareness, it is recommended to use social networks with a clearly defined target group. Once they gain brand awareness and decide to learn more, potential customers go to your website where it would be a good idea to offer valuable content in the form of blogs, for example. You should also keep in mind that your site is SEO optimized in order to rank as highly as possible on the Google search engine.
In the end, we can conclude that inbound marketing is cheaper, more successful and more adapted to the audience and its wishes and needs, while outbound marketing loses more and more efficiency every day and spends huge amounts of money achieving a lower ROI.
