Marketing has evolved over the years. There is a heated squabble that goes on between inbound and outbound marketing. It is very important to understand the difference between the two so that the best of both can be appropriated and used for our own advantage.
Let’s start by defining Inbound and Outbound Marketing.
Inbound Marketing – inbound marketing is closely associated with content marketing, SEO, and social marketing. It is a process of creating good quality content and incentives that bring more prospects for your company’s product and services. The aim is to inspire people and make them identify with the brand so that they make more queries or make a purchase.
Outbound Marketing– also called traditional marketing and interruption marketing, outbound marketing involves sending a retailing message to the largest number of people possible through advertising, cold calling, direct mail and other intruding techniques. People usually find them frustrating.
Now that we have defined them let’s look at some other differences.
Outbound marketing is more expensive than inbound marketing. The cost of printing ads in newspapers, mailing or conveying a message through T.V., radio is too much and is possible only with big budget firms. This broadcasting has to be done repeatedly as success is directly relative to reiteration. Inbound marketing is a relatively inexpensive way to find your target market. Anyone with appropriate skills can do it. It requires creating a website and writing blogs about company’s products and services in order to attract more prospects. The cost per lead in outbound marketing is more than for inbound marketing.
Outbound marketing leaves less impact on people in comparison to inbound marketing. Studies show that 44% of direct mail is never opened, 86% of people skip through television commercials, and 76% of people have clicked out of a website because of irrelevant or intrusive ads. On the other hand inbound marketing offers a content which is interesting, informative and adds value, creating a positive connection in the eyes of the consumer, thus marking him more likely to engage in your brand and buy the product.
We earlier mentioned that outbound marketing is also referred as interruption marketing. It aims towards a small percentage of the audience, who will listen to the interruption in the story line and convert into a customer. It’s one-way communication. Whereas inbound marketing is permission-based marketing with two-way communication. The prospects are in control of what information they get. The audience here is more responsive as they themselves have come forward to know more about the product by subscribing to the blog or attending webinars.
With outbound marketing you always have to stand out, your relationship with the customer is based on attention-grabbing rather than value. The marketing mediums are also very limited ranging from radio, TV, direct mail, trade show, a billboard to sponsorships. However, there is no such restriction when it comes to inbound marketing. Your goal is to create good content to share with your audience. It’s about charming them, instructing them and drawing them in an open and straightforward conversation. It also involves concurrent utilization of all the digital channels, nonstop fortifying of the site, advancement of compelling substance and usage of estimation apparatuses all working together with each other to accomplish these unparalleled outcomes. Nonetheless, it is crucial for an organization to blend both inbound and outbound marketing techniques to achieve success. Inbound marketing will help you in promoting sales with new leads while outbound marketing will assist you in keeping a track over your existing customers and bringing more of them in marketing cycle. Together they will create a sustainable, long-term program that can produce a continuous stream of sales opportunities.