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|
|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 :|
|( c )||Blast to Paid/Rented Email lists||Personalized emails to Opt-in Email lists|
|( 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.