Inbound & Outbound Channels


Inbound and Outbound marketing channels differ in their approach and goals. While each channel offers uniquely to marketing objectives of the brand awareness, lead generation and sales conversions, it is important to know which channel is most effective for the line of the business. In today's blog, I will describe the essential differences between the two and its channels.

Outbound Marketing

Outbound marketing uses tactics that get a message to a large number of people in an effort to make a sale. Print/TV/radio advertising, social media advertising, cold calling, direct mail, email blasts and other methods are sent to a large audience of people (many, or most, of whom may not even be looking for the marketer’s product). It’s a one-way conversation that typically focuses on the product and the reasons why the audience should buy it.


The big problem with traditional marketing is that in order to be appropriate for the largest number o people, the message must be very general. in other words, it's impossible with rational marketing tactics to be relevant to a variety of specific needs and challenges.


Inbound Marketing

Inbound marketing is best described as a method of attracting prospects to your business's products or services through the creation of related content and incentives, which inspire people to identify themselves and request more information or make a purchase. It is closely aligned with content marketing, Search Engine Optimization (SEO) and social marketing because each of these programs focuses on attracting unknown prospects to your business.


The difference between inbound and outbound marketing is subtle and often the lines between the two are blurred. For example, an inbound marketing program can be utilized as the first step in a long-term marketing campaign to capture lead data; whereas a related outbound portion would be used to nurture and educate those prospects to the point where they are ready to make a buying decision. Together they create a sustainable, long-term program that can produce a continuous stream of sales opportunities.


References:

Brian Halligan (2019) Inbound Marketing vs. Outbound Marketing, Available at: https://blog.hubspot.com/blog/tabid/6307/bid/2989/inbound-marketing-vs-outbound-marketing.aspx (Accessed: 12th June 2020).

Katelyn Fogle (2018) Inbound Marketing vs. Outbound Marketing in a Nutshell, Available at: https://www.weidert.com/blog/inbound-marketing-vs-outbound-marketing (Accessed: 12th June 2020).

Ken Pikulik (2020) THE DIFFERENCE BETWEEN INBOUND AND OUTBOUND MARKETING, Available at: https://www.responsepoint.com/the-difference-between-inbound-and-outbound-marketing/ (Accessed: 12th June 2020).

Comentários

  1. LaraPictures15 de junho de 2020 às 10:21

    Hey Lucas, I like the icons that you shared to illustrate both types of marketing, they are explaining it in a very clear and emphatic- direct way. Also I found this fragment "an inbound marketing program can be utilized as the first step in a long-term marketing campaign to capture lead data; whereas a related outbound portion would be used to nurture and educate those prospects to the point where they are ready to make a buying decision" very truthful, indeed good point.

    ResponderExcluir
  2. Anônimo20 de junho de 2020 às 05:49

    Great post as always Lucas! Nice comparison and acknowledging that the lines can be blurred for sure!

    ResponderExcluir

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