In the advertising world, there are two basic concepts that characterize how to reach a potential customer, namely traditional outbound marketing and increasingly popular inbound marketing. It can be said about them that they are two different philosophies of branding. The first is to attract customers by sending advertising messages to a wide audience, the second is aimed at attracting the customer in a more direct way.
What’s the difference between inbound marketing and outbound marketing?
Still, many companies opt for the traditional form of advertising, going out to a wide range of customers with a clear message. Outbound campaigns are more spectacular, eye-catching and, above all, costly, which is in line with the view that they are also a more effective form of customer acquisition. The consumer can slowly feel tired of such aggressive communication in the form of a daily dose of advertising on the streets or on television. He skips it, pays no attention, and treats advertising at stops or buildings as a colorful, unnecessary element of the city. Information noise is created that prevents the recipient from extracting relevant information. Therefore, an internet marketing specialist uses inbound marketing, which, compared to the traditional form of advertising, does not directly attack the consumer with advertising, and always appears where the customer is looking for information about a particular topic. One sentence of inbound marketing is a response to the specific needs of the recipient.
Examples of outbound marketing
The outbound marketing strategy wrongly assumes that the most important goal is to reach as many consumers as possible, even those completely uninterested in the services in question. Examples include ubiquitous billboards on the streets, poles or banner ads on the internet. Outbound marketing also includes advertising on TV, radio, promotional campaigns in shopping malls, offers sent by post and e-mail, and often intrusive forms of telemarketing.
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Examples of inbound marketing
Unlike traditional forms of advertising, inbound marketing is targeted at specific audiences. The advertising message is tailored to the profile of potential customers and is therefore considered an effective form of advertising products. The basic principle becomes the answer to the question – what can the customer look for and how can this be used in brand promotion? One of the best examples is seo, thanks to which the customer, looking for a specific service or product, will go exactly what he wants to buy, see, check. Inbound marketing activities engage users on social media – often the result is to attract not so many fans of the brand as its promoters (e.g. on Facebook). The world of inbound marketing, of course, includes a blogosphere providing us with interesting content, as well as video, infographics, webinars and e-books.