Marketers (who are marketers) like to rebrand things. From “account-based marketing” to “viral marketing,” we’ve coined literally hundreds of terms over the years to describe various marketing strategies and techniques. Over the past 10 years, that trend has continued as a broad basket of marketing techniques have split into two camps: inbound marketing and outbound marketing. In this post, we’ll explore the origins of inbound marketing and then look at both sides of the inbound vs outbound marketing debate to help you improve your own marketing strategy. What is outbound marketing? Outbound marketing is really another term for the traditional marketing approach.
Traditional marketers use advertising, paid promotion, and cold spread to get their message out. Cold calling, email marketing, digital and print ads, TV, radio, and even the brand graphics you see on race cars all fall under the umbrella of outbound marketing. One of the easiest ways to think of inbound versus outbound marketers is that while Antigua and Barbuda Email List marketers “rent” ad space, inbound marketers “own” it. Outbound marketing typically involves trading some level of inconvenience (commercial breaks, intrusive ads, billboards) to marketers who then bear some of the cost of the activity or content that the audience actually came to see.
Most People Like Commercials
But hey, TV is cheap or free, so we take care of that. Outbound marketing is based on the idea that brand recognition and exposure are valuable in their own right. You may not be buying a car, but seeing ads on TV will still influence you to prefer one brand over another. Eventually, when you’re shopping for a car, the brands you’ve seen advertised will be on your mind. At least, that is the theory.Graphic_2_Inbound What is inbound marketing? Inbound marketers reverse the process. Instead of trying to get their message across to a potential customer, inbound marketers want their content to be the attraction.
By carefully studying the “personality” of their customers. Inbound marketers try to create content that their prospects will naturally search for. Carefully crafted educational videos and blogs are shared for free or given in exchange for an email address. The goal is to make the content so compelling that consumers give marketers “permission” to market it. Outbound marketers try to place their ads where their customers are. But inbound marketers want to position their brand in. Such a way that it naturally becomes a “hub” for potential customers. Where did inbound marketing come from? If you think about it, inbound was the natural next step in the evolution of marketing.
In The 1950s And 1960s
Marketing campaigns often consisted of the authority telling consumers that a particular product was “healthy” or superior in some way. “Doctors,” “chemists,” and even “housewives” endorsed everything from cigarettes to shampoo. With the advent of the Internet, consumers have found it much easier to research and share information. The new websites allowed consumers to directly review products for themselves. At the same time, traditional marketing channels like television and print ads began to lose their power. The combination of new sources of information and more educated consumers made many traditional marketing techniques less effective.