What is the difference between inbound and outbound marketing?

[subornaakter20]

Let's now define the difference between inbound and outbound marketing. The latter corresponds to the classical concept of business promotion.

His tools include:

television advertising;

printed product materials;

radio advertising;

sending information via mail;

use of printed publications for international mailing list placing advertisements;

advertising on city streets.

In the outbound marketing direction, work is carried out with the entire audience, without any segmentation. There is a limitation only for a specific promotion tool. For example, it is impossible to show TV advertising exclusively to men; women will also see the launched video.

Simply put, outbound marketing only ensures the dissemination of information about the company's products. Inbound marketing is based on a strategy for working with the target audience.

What is the difference between inbound and outbound marketing?

Source: shutterstock.com

The main difference is that inbound marketing works with the client through his values. The most useful content will be much better received than another announced sale. The buyer should perceive communication with the brand as a profitable (free) receipt of useful information.

Here are some successful examples. Are you selling women's clothing? Post articles about style and fashion on your company blog. Are you in the legal services industry? Take advantage of YouTube and talk about the intricacies of the law in short videos. Do you have a ballet studio? Master Instagram posts and stories to show some dance steps. Do you rent out a photo studio and equipment for shooting? Try talking about the intricacies of studio photography in an email newsletter.

Similar methods of communication with the buyer can be devised for a variety of areas. When cooperation begins with free access to expert information, the client begins to trust your brand more. Due to this base, most of your proposals will be immediately perceived positively.

Meanwhile, outbound marketing is losing ground, as newspaper and TV ads do not have the same effect. Today, this method can only produce results in highly specialized industries.

It is a mistake to think that a project that more people learn about becomes successful. What is important here is not quantity, but quality, i.e. the target audience. In addition, it is important to convert contacts into clients, and not just spread information about yourself.

Using inbound marketing, brands are the first to initiate communication with potential buyers. It is important where exactly the communication takes place, because the Internet is the most convenient modern channel for users.

For example, a store selling designer smartphone cases can order physical posting of its ads near educational campuses. However, targeted advertising on VK or Instagram will be much more effective in this case. The target audience will be much wider, because such an ad can be configured to be shown to students of all educational institutions in the city. Considering the cost of targeting, this communication channel will be more profitable than the first method.

Here you can argue that a paper ad will be seen by more people at the end of the day than the same target in VK. But it is important to distinguish between views by random people and the target audience. In the first case, the ratio of empty views to valuable ones will be about 1000 versus 5-7. If we talk about targeting, then with about 200 impressions, the target ones will be about 150. This is the main idea: it is not the reach that is important, but the target audience.