Tag Archives: outbound marketing

The Differences Between Outbound Marketing and Inbound Marketing: In a Nutshell

ib

My job is to do inbound marketing.

With so much hullabaloo around changing consumer behavior (powered by rapid technology adoption) and the advent of smart ways using which they’re becoming quite adept at blocking interruptive marketing messages, it becomes important to understand how has the marketing evolved and the basic differences between traditional (outbound) marketing and inbound marketing.

The Internet is inundated with articles on this subject. However, most of them say the same story in different words. Having gained a lot of knowledge through different MOOCs and blogs from marketing giants like Seth Godin, HubSpot, Brian Solis, I have successfully added another value to my character – the zeal to empower fellow marketers or anyone who is just starting out as a marketer. After
all, inbound is all about helping people online.

I’ve attempted to highlight the key differences between Outbound Marketing and Inbound Marketing in a ready reckoner format.

S.No. Outbound Marketing Inbound Marketing
1 Interruption Marketing Permission-based Marketing
2 Marketer-centric Customer-centric
3 Involves Push Mechanism Involves Pull Mechanism
4 Focus on building Hype Focus on Helping and Empowering prospects/customers
5 Focus on finding customers Focus on getting found
6 One-way communication (Monologue) Two-way communication (Dialogue)
7 Outbound marketers have to “buy, beg or bug their way in” Inbound marketers “earn their way in”
8 Offers little or no value Delivers value
9 More expensive Less expensive
10 Less effective More effective
11 Paid search ads Organic search rankings
12            Examples :            Examples :
(a) Telemarketing Blogs
(b) Direct Emails Ebooks/Whitepapers
( c ) Blast to Paid/Rented Email lists Personalized emails to Opt-in Email lists
(d) Tradeshows SEO
( e) Cold calling Social Media
(f) TV ads / Radio ads Webinars/Podcasts
(g) Print advertising Online Videos

Do you have suggestions to add to this table? Please put them in the comments section here.

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Modern Consumer’s Buying Behavior Has Changed: Has Your Marketing?

pre roll ads

5 … 4 … 3 … 2 … Skip Ad > >

I so hate this drill, especially when I hop on to YouTube to watch a Tom Cruise video. I literally despise these pre-roll ads. These ads are so annoyingly right in my face.

I didn’t log in to YouTube to watch a father scolding his son for losing his laptop and then the son buying a refurbished laptop from a popular ecommerce website (Ad Name: “As Good as New”). Though I’m an online shopaholic but at my own convenience and desired time. I mean I don’t love that shopping portal enough to come in between Tom Cruise (virtually) and me and hamper my video-watching experience like that.

I hate such brands that do NOT seek my permission and expose me to their marketing messages hundred times a day. This triggers a barrage of questions in my mind about their marketing strategy (and their marketers in particular!).

I feel so fortunate as a marketer in my career to have seen traditional marketing getting redundant and less effective in the last decade and subsequently wiped out by permission-based marketing in last 2-3 years. According to an Adobe study, marketing has changed more in the last 2 years than in the last 50 years.

As marketers, we need to acknowledge and respect the fact that with technology adoption gaining pace with each passing day, people are are getting better at blocking out these interruptions.

  • TV ads…We’ve TiVO/DVRs to skip advertisements. I so love Netflix’s House of Cards, free of advertising.
  • Radio ads…Users have XM/Sirius Radio/Pandora/Spotify to cut their advertising reach
  • Unsolicited (cold calls)…Fortunately, we’ve national Do Not Call Registry.
  • Spammy emails ….I routinely employ spam filters.

As a matter of fact, a large number of organizations are still not convinced about the merits of permission-based marketing for two reasons:

  • Their otherwise expensive outbound methods have fetched results for them so far. So new approach means new risk to revenues. And, not many are risk takers.
  • Permission-based marketing requires investment in terms of resources, effort, time and money. And, most of all, PATIENCE for long-term rewards.

So, such brands resort to “spray and pray approach” and thus still do “batch and blast” email campaigns and pray for leads online. And when the results do not pour in, it feels like as depicted in the picture below.

inbound

I love this brilliant quote from Dharmesh Shah, cofounder HubSpot

The bottom line is that people are now wary of traditional outbound marketing messages and adept at blocking outbound marketers out. Netizens now learn about and shop from brands in a new way – through search engines, blogosphere and social media sites.

To be successful in today’s times, we need to match our marketing mannerisms to the way our prospects gather information and shop for our products.

How?

Generate leads through #Inbound marketing and target customers with relevance marketing.

inbound-versus-outbound_strategy_quote

Options for marketers: