Difference Between Inbound And Outbound Marketing
With the new digital marketing experience, reaching out to an audience and bringing them through the buyer’s journey requires new skills and positioning that were not required in the past.
In a knowledge-based world providing a myriad of messages, not only do audiences rely on advertising to inform them of new products, but they can also review, comment, ask questions and watch videos of other users testing a product. All of this is happening without Brands being able to monitor or influence there audience. If a community doesn’t approve of a product or the product doesn’t resonate, it will be much more difficult to attract the desired audience.
That is where the concept of inbound marketing comes into play. According to one of the big payers of inbound marketing, HubSpot, inbound is defined as an approach focused on attracting customers through content and interactions that are relevant and helpful — not interruptive. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media.
Outbound marketing is an attempt to initiate a conversation about a product or service by rapidly spreading the word of it’s existence, using volume and repetition. This applies to digital as much as traditional media, while inbound marketing is a much more web-based practice.
The development of inbound marketing came from the realization that traditional tactics did not perform well at developing healthy relationships with customers as they were too intrusive and disruptive. In addition to this, inbound was influenced by the change in consumer behaviour with new media development, resulting in shorter attention spans, more choice, information and the possibility to reduce marketing noise in one click. For instance, in 2017, nine out of ten ad-blocking users blocked ads via desktop or laptop – translating to 24.0% of US internet users (emarkter.com). This could prove to be a serious issue for brands focusing mainly on outbound strategies such as online banners and advertising.
We see this similarly with pre-roll banners, where 52% of US digital video viewers in 2016 said they simply skip a pre-roll ad when presented with it. In the new media era, brand has little control over there ad viewing as users have gained back control of the content. Inbound marketing can be achieved through all media types but is mostly developed through owned and earned media.
In Digital Marketing, as in traditional marketing, we distinguish between types of media, based on the control a brand has over the media in question. We classify three main types of media: owned, paid and earned. Let’s take a look at each of these types and understand how the inbound and outbound concepts fit into each.
Owned Media: Media that incorporates a company’s own content, packaging, point of sale (POS) and people who come into contact with consumers. In digital marketing, this relates to a website, mobile site, app, blog, social media accounts and any other platform that you develop and control. This type of media is mainly driven by your content strategy to provide education, information, develop your brand personality and raise sympathy by making your brand relevant to your audience.
Paid Media: Gathers any marketing media that you pay for. In the digital context, paid media takes on several forms, such as pay per click (PPC), banner ads, retargeting and social media advertising. The main goal of paid media is to create traffic on your owned media and start raising interest and awareness. Depending on where your audience is in the funnel, paid media can be used to generate traffic, leads, or sales and move the consumer onto the next stage of the funnel. This type of media is heavily reliant on analytics and performance metrics that optimize a strategy in order to minimize cost.
Earned Media: Free publicity generated by consumers, PR, influencers, people who speak about and share content related to your brand or product, either in response to content you’ve shared or via voluntary mentions.
In this case, the consumer welcomes the channel effortlessly as a result of your content strategy, product quality, and post-sales nurturing keeping your customers happy and passionate about your product and brand experience.
The word of mouth promotion generated among internet users is generally a result of well thought through and well-positioned owned and paid media.
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