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Engagement requires more than basic interaction. Learn how to deepen your audience’s connection with your brand for lasting and impactful results.
Outbound marketing or “outbound marketing” consists of reaching out to the consumer through marketing and commercial actions, by going to find him where he is.
In outbound marketing, here are the “traditional” levers that businesses use:
Outbound marketing has a few advantages that should not be overlooked:
The Outbound marketing can be difficult to set up. Here are some disadvantages of Outbound marketing :
Globally, the Outbound marketing consists of sending a message on a large scale, while the inbound marketing has a very targeted approach. The probability that at least a few people will convert as a result of your efforts to Outbound marketing is high, but it is often associated with a high acquisition cost.
Rather than shouting the name of your product from the roofs and hoping that a few people respond, the content of the inbound marketing can be finely tuned to attract prospects that are best for you.
Inbound marketing or literally inbound marketing, is a marketing strategy whose objective is to bring the consumer to a brand.
In inbound marketing, here are the “traditional” levers that businesses use:
READ MORE: What is inbound marketing?
Inbound marketing has several benefits that can help you determine if it's the right strategy for your business:
Of course, the inbound marketing not suitable for all businesses. There are a few downsides to focusing on digital content:
The smaller the business, the more inbound marketing is omnipresent.
The bigger the business, the bigger the budgets. Outbound channels such as display and paid searches can cost tens of thousands of euros in a single day.For businesses that have a large budget to spend, these channels are naturally suitable.
The size of a business has no impact on the perceived return on investment of inbound. On average, 50% of respondents say they have a better return on investment using inbound marketing, while around 14% consider outbound to be the channel with the best return on investment.
Each stage of maturity of your customers in their purchasing decision requires an adapted Inbound or Outbound strategy. That's why it's important to understand your company's sales process like the back of your hand.
There are no magic bullet solutions when it comes to marketing. Every business is different. A variety of tactics are needed to reach the right people in the right way. Your strategy is defined by the behavior of your users.
Some businesses rely primarily on inbound tactics to generate qualified leads, sprinkling outbound tactics where necessary.
Les bigger and more established businesses have built their society ONLY using outbound marketing tactics, but are now exploring new methods.
As technology develops and consumers expect more thoughtful, personalized communication, marketers need to adapt. Marketers will also continue to face increased ROI challenges because the consumer experience is becoming more fragmented and more competitive.
To do this, the right marketing mix is vital.
In the end, it's at each company to understand the journey of its customers and the channels that lead to success.
Businesses that focus on ROI, regardless of size, should favor inbound tactics, while outbound tactics should be used with caution and with a higher degree of control.
Les outbound tactics have undeniably fallen into disuse, but that doesn't mean they're going to disappear completely.
The abandonment of these tactics by businesses will create a less dense and less expensive space. That fact alone could lead to opportunities.
Additionally, businesses that don't focus on the ROI of these tactics will likely continue to invest in uncontrolled channels. Finally, businesses that are able to demonstrate the return on investment of outbound methods (difficult, but not impossible) will continue to invest in these channels, and rightly so.
