These days, a new technique is revolutionizing how businesses market their products. It is known as Inbound Marketing.
Today, let us talk about what Inbound Marketing is, how it is changing the face of traditional or outbound marketing, and why you should be interested about it.
Traditional or Outbound Marketing
Outbound marketing or traditional marketing is a way in which companies go out and find customers. It is a push strategy. Outbound marketers mainly adopt two strategies:
- They put out advertisements in television, billboards, print media, etc. for people to see.
- They also actively reach out to people by making cold calls, sending direct mails, etc. These are techniques which are interruptive in nature.
Not everyone likes interruption
Remember how you have received calls from marketers while you were attending that urgent meeting, or that ad that came on TV just before the climax of the movie was about to start? What was your reaction to these interruptions?
I remember having blacklisted a financial services company because a sneaky cold caller from its office called me thrice in a single day, and finally got very upset because I couldn’t talk to her as I was on a business tour!
Needless to say, only a handful of those who receive these calls or see the ads actually remember the product and buy it. Outbound marketing relies on purchases made by a small percentage of people who see the ads, or receive such calls. This results in wastage of the money spent in reaching out to people who are not interested.
Another problem is that, with the advancement of technology users are now able to block these marketing messages easily. Most of the direct mass emails land up in the junk mail folder. There are reports that people have also developed a blindness towards most of the ads that are shown on television. And let’s not forget how people get irritated with cold calls made to them. As you can see, the outbound method of marketing is losing its sheen rapidly.
Inbound Marketing on the other hand, is not an interruptive strategy at all. It adopts a Pull Strategy, wherein instead of reaching out to your customers, you attract them to yourself.