Outbound Marketing: advantages and differences with Inbound

Up until two decades ago, Outbound Marketing was at the forefront of marketing strategies to launch new products, increase sales, and enhance brand visibility.

Companies and their products were the focus of strategies, and the activities were aimed at bringing them closer to the audience.

With the spread of the internet and new digital technologies, the perspective changes: the focus shifts to the customer and the actions they take online.

The means and tools also multiply: web, e-commerce, social networks, and analytics impose a new way of interpreting the market.

That’s why it’s essential to learn the strategies and stay updated on tools and new methodologies through courses such as the Digital Marketing Program and Inbound Marketing.

Today, inbound marketing accompanies outbound communication (also called relational), which arises from this digital revolution.

In this article, I will focus on outbound, highlighting the difference between these two types of marketing and explaining the advantages and most effective outbound marketing strategies.

What is Outbound Marketing

The meaning of outbound marketing involves traditional means of communication used by companies to capture the audience’s attention and direct it toward a specific product or service.

It addresses the market with push logic, meaning it pushes the purchase object towards the user. The audience the brand targets is defined as “mass,” and the type of communication used is “one to many.”

Every marketing action revolves around the company and its products. It’s a traditional approach also called interruption marketing because of sales, promotion, and communication actions. 

This aims to capture the attention of the interlocutor, diverting them from other activities they are engaged in.

The definition of outbound marketing can also be associated withpre-internet marketing” because it originated and spread when the internet, email, networking platforms, apps, and mobile did not exist.

Gradually, traditional marketing has been complemented by Inbound Marketing, which, thanks to digital, implements its strategy through banners, pop-ups, online advertising, and mass emails.

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Differences between Inbound and Outbound Marketing

These two strategies differ in multiple aspects, but they do not exclude each other. On the contrary, they should be understood as different approaches to the market.

Outbound marketing is based on a traditional method, while inbound is more current, linked to the evolution of various digital technologies and the target market.

Below, I explain the main differences between the two strategies, comparing Outbound Marketing VS Inbound Marketing.

  • Approach to the customer: traditional advertising captures the target audience’s attention by interrupting their current activity. Inbound marketing, on the other hand, reaches users by offering tailored and diversified content based on the different buying stages during the customer journey.
  • The audience: traditional marketing targets a broad audience, while in inbound marketing, there are multiple types of audiences identified through “buyer personas,” representing fictional profiles of various customer types.
  • Communication model: traditional marketing follows a linear and one-directional process. Once the message is launched, you can only wait for feedback, which generally corresponds to the sale, assuming the intercepted target is correct. In relational marketing, a genuine dialogue can be established with recipients, and their reactions can be monitored during various phases of the inbound marketing strategy.
  • Channel types: traditional marketing uses “paid media,” the only offline channels existing before the digital revolution. With the spread of the internet, two additional types of channels are available in Inbound Marketing: “owned media” (owned by the brand, such as the website, blog, social accounts, and apps) and “earned media” (users themselves advertise for free, expressing themselves through reactions, posting comments, sharing, writing reviews).
  • Cost structure: outbound marketing activities have significant costs attributed to the long lead times for content creation, production, and distribution compared to inbound marketing, which stands out for its speed and immediacy.
  • ROI measurement: in traditional marketing, there are no precise methods to measure data related to users exposed to advertising. In contrast, thanks to tracking tools, Inbound collects and analyzes all necessary data to study users and their behavior in different buying stages.
  • Value creation: traditional marketing campaigns focus on sales, limiting themselves to conveying an advertising message to their audience. In relational marketing, the emphasis is on establishing and maintaining a trusting relationship with users through valuable content and interactions.

Now that you have understood the main differences between these two marketing strategies, I want to talk to you about outbound marketing channels and tools through some simple examples.

 

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9 examples of outbound marketing

Interruption Marketing uses rather traditional means and acts through actions that, as the term itself suggests, interrupt the user’s activity to capture their attention while they are doing something else.

To better understand what outbound marketing means, I’ll list the main channels and tools below:

  1. TV advertising: certainly one of the most widely used forms of outbound marketing, besides being very invasive, TV advertising interrupts the user while they are watching a movie or a TV show. It significantly impacts the user whose attention is diverted in favor of an advertising message.
  2. Radio commercials: another form is radio commercials, which are inserted into radio programs, just like television commercials.
  3. Spam emails: emails are often used as a means of outbound marketing. In 2022, they are still widely used, thanks to their great effectiveness in terms of conversions. However, they often end up in the email address, landing in the spam folder.
  4. Advertising inserts: every day, advertisers invest millions of dollars in sponsored ads on various social platforms (Facebook, Google, Linkedin, etc.) In addition to online advertising, advertising inserts are regularly published in magazines and newspapers, reaching the offline audience.
  5. Street billboards: these are billboard ads that try to capture people’s attention while they are driving, walking, or heading to transportation. Street billboards are an offline advertising tool used for outbound marketing.
  6. Telemarketing: telemarketing, direct phone calls to offer special deals to users, is still a tool of outbound communication today. It is regularly used by advertising agencies with call centers.
  7. Pop-up banners: pop-up banners are intrusive communication tools. These appear during a user’s browsing on any website to attract attention and offer advertising offers or information.
  8. Door-to-door sales: these sales are still used today to promote products or services at home, attempting to achieve direct sales.
  9. Advertising flyers: this is a traditional advertising tool that takes place offline. It can be said that flyer distribution is part of outbound marketing. It is considered a less profitable job and is often entrusted to the very young. Advertising flyers are distributed to people in shopping malls, during events, or while walking on the street.

As you can see, various means are used in traditional marketing. I recommend continuing to read to discover the strengths of this strategy and how to integrate them with those of digital marketing.

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Advantages of traditional marketing

Although interruption marketing involves high costs and is more difficult to measure the results, it is essential to emphasize that it also has its positive aspects.

Each company chooses its strategy based on the type of its business and the goals it wants to achieve.

It is strongly recommended to include outbound marketing strategies in your advertising plan because it can be an excellent way to make initial contact with users.

This way, you can start to make yourself known and generate interest in your brand, products, or services. This will prompt the potential customer to seek further information through other channels.

For traditional marketing to be advantageous for the company, it is crucial always to remember to not be annoying, as the user is “interrupted” by advertising while performing other activities.

At the same time, however, you must not go unnoticed. Therefore, it is necessary to find the right balance.

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Interruption Marketing Strategies

What does it mean to work in outbound? Traditional marketing has been the only approach used by marketers for decades to promote brands and their products.

The sales transaction is at the center of this strategic model, which aims to capture the attention of potential customers through direct contact with them and advertising conveyed by traditional media.

The strategies implemented employ Outbound Marketing tools and techniques to attract the audience in a one-way communication mode, utilizing one channel at a time, to gain attention rather than create value for the recipient.

Interruption marketing campaigns aim to reach as many people as possible to ensure reaching the desired recipients.

Therefore, advertising activities require significant investments in creating ads and purchasing and renting spaces on external channels unrelated to the brand.

To capture the user’s curiosity in a few moments, the message must be simple, nonspecific, and repeated several times over time.

The likelihood that the communication, product, and company stand out compared to the competition is directly proportional to the budget available.

The larger the audience you want to capture, the greater the need for visibility and the more significant the resources to invest.

In recent decades, the spread of the web and new online channels, the hyperconnectivity of users through multiple devices simultaneously, and the possibility of instant interaction have brought significant innovations in terms of:

  • Investments
  • Strategies
  • Tools and Sales Channels
  • Communication
  • Customer Service
  • Professions

Currently, outbound marketing is always beneficial within promotion strategies, but for the company to achieve its set goals without wasting budget and resources.

It is necessary to consider integrating it with inbound marketing strategies. An excellent strategy is to integrate traditional marketing with Marketing Automation actions. I recommend delving into this topic.

For example, during navigation, it is possible to display discounts and promotions to those who have searched for specific information online.

This would allow for measurable results without risking being intrusive towards users.

 

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Conclusion and Suggestions

For a marketing strategy to work, it must involve the use and integration of all the channels and tools necessary to achieve the set goals.

The digital landscape is constantly evolving, and it is necessary to keep up with the times, but traditional marketing activities continue to support digital ones.

For this reason, Outbound Marketing is essential and should be considered for a winning strategy.

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