Inbound and Outbound Channels



Outbound marketing can be characterised as the traditional disruptive in-your-face type of advertising. Perfect examples of this style are television commercials, billboards, radio ads and ads in newspapers. Over the years outbound marketing has become less popular among marketeers. Most people are oversaturated with display ads, especially on the internet. Most people simply ignore the ads and install ad blockers on their internet browsers. Clickthrough rates for display ads are at a low point of just 0.05% (Ference, 2017). 

The avant-garde of marketeers came up with a new way to attract potential new customers now known as inbound marketing or content marketing. When the old ways don’t work anymore marketeers were pushed towards finding a way to seduce audiences in a different way. Inbound marketing is characterised by pulling in potential customers with interesting content. Examples of this style are blog posts, newsletters and social media posts. The key is to create content that people are actually interested in. If your SEO strategy is in order people will find it and engage with it if they find it interesting. This interaction with your brand can leave a positive impression on an individual who might share or repost it with their own network. It can work like a snowball effect and in a perfect scenario a post can go viral which, I believe, is the Holy Grail of marketeers nowadays (Ference, 2017). 

So what is more effective? Inbound marketing is the way to go nowadays and it has a great return of investment. Inbound marketing channels are 62% less expensive than outbound channels. The true effectiveness of inbound marketing can be difficult to measure. Most companies will go for a marketing campaign mixed of both inbound and outbound initiatives. The new ways of display advertising by using Google Ads or similar channels on social media remain attractive as they offer outstanding and effective ways to target the right audiences (Ference, 2017). 

References

Ference, A. (2017). What is the difference between Inbound and Outbound Marketing? Available at https://www.outbrain.com/blog/inbound-vs-outbound-marketing/

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