Both outbound and inbound marketing have their supporters. How are they different from each other?
What is outbound marketing?
Outbound marketing is a traditional approach to marketing activities. This is called outbound marketing, i.e. all activities in which the company directly addresses the customer, encouraging him to take advantage of the offer. Outbound marketing activities include:
- cold calls to recipients from the previously prepared contact database,
- mailing campaigns - both by traditional and digital means,
- advertisements in newspapers, radio, television and other mass media.
What does inbound marketing look like?
Inbound marketing, the so-called Inbound Marketing is the complete opposite of traditional activities. It is a marketing technique that allows a potential customer to be maximally interested in the content, so that he or she takes the first step towards establishing contact with a given brand. The company "does not go out" to the client, the client finds it himself.
Inbound marketing activities are focused on the client's needs. Its basis is the so-called Buyer Persona, i.e. the model of the ideal customer of a given company. Knowing perfectly the specificity, behavior and expectations of potential customers, it is easier to plan a marketing strategy that will allow the company to reach recipients and effectively interest them with its offer.
Inbound marketing is carried out by:
- corporate websites and corporate blogs,
- interesting articles, videos or podcasts,
- e-books,
- SEO activities,
- newsletters,
- activity in social media
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Marketing inbound vs. outbound - what is more profitable?
Creating a solid marketing strategy and meticulous implementation of it should be the foundation of any company that wants to successfully operate on the market. But what form of marketing to choose? First of all, consider how you react to subsequent calls from telemarketers. What do you feel when your e-mail inbox is flooded with news on topics that are not even close to your interests. What do you think about advertising spots on TV?
According to statistics, almost half of the direct advertising emails have never been opened. Most people switch the program during the ad. And almost as many Internet users give up visiting their favorite websites if there are too many advertisements on them. Brazen marketing irritates recipients and may even discourage them from the brand.
Marketing outbound screams, and inbound - encourages, conducts dialogue. Inbound marketing is a recipient-oriented activity, and as research shows, personalization of ads on the internet brings you the best benefits. Distribution of valuable content, taking into account the needs and expectations of the target group, is an effective way to attract many customers with a relatively low financial outlay.
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