All marketing can be divided into two different basic types: inbound or outbound. Technology has changed many people on how to obtain information and gather results on what they are searching and marketing has undergone a massive transformation. Learning the differences between inbound marketing and outbound marketing is truly the key to business success in this digital age.
The way consumers find products and services are changing so we have to change the way we market to our potential customers.
In the age of technology, consumers have become much smarter. Now, all they have to do is type a query into a search engine to get the answers they are looking for instantaneously. With this access to endless information, consumers can make informed decisions based on articles, product reviews, and peer influences.
Having this knowledge in hand, the decision to buy is made before ever stepping foot in a store, picking up a phone, or visiting a website.
What is Inbound Marketing?
Inbound marketing is the strategy of connecting with potential customers through materials and experiences they find useful. Using media like blogs and social networking, marketers hope to entertain and inform viewers with content that they seek by themselves.
Inbound marketing engages with an audience by connecting them with useful content through organic means, such as search engines and sharing links with friends.
This more personal approach to marketing has added the advantage of reaching those who have already taken the first step towards a purchase. Instead of using outbound approach, strategically placing ads where it is assumed by the customers. Inbound marketing provides value to consumers who are already actively searching for information about a product.
What is Outbound Marketing?
Outbound marketing tries to reach consumers through general media advertising as well as through in-person contact. Depending on the venue, the approach can be extremely broad (TV advertising), thoroughly personal (face to face meetings), or impersonally personal (cold-calling or blanket emails). Through each outbound method, sales leads are generated and then followed by internal representatives.
Through each outbound method, sales leads are generated and then followed by internal representatives.
Traditional marketing has clashed with inbound marketing (and thus, the designation “outbound marketing”). Inbound marketing is much more web-based, and positions the company to be easily found on the Internet, drawing customers in as they search rather than aggressively going “outbound” to seek them out.
While many larger companies argue that inbound marketing is more effective and efficient, the fact is that until people know and trust a company, there are a few inbound marketers occurring. Outbound marketing greatly increases the probability of that “first contact,” so that a business relationship can thereafter develop.