Today we will talk about incoming and outgoing marketing activities . We will also analyze the features of the functioning and commercial potential of these modern brand promotion tools in general. The goal is to optimize the strategy for promoting business projects in 2018-2019.
Many are accustomed to dividing marketing into offline and online advertising. It is worth notingmarketing activities that such systematization is not a fundamental principle for distributing target business tasks. In order to quickly master and implement a modern algorithm for promoting a business online, you need to find out what is meant by incoming and outgoing marketing.
And no, these are not just another trendy verbal construction that does not carry any value. Moreover, the types of marketing under consideration are fundamentally different from each other. And if you are striving to optimize business indicators, this difference should be studied in detail by you.
Facts that should fully convince you of this:
advertising within radio resources is outdated (people prefer to listen to music on their own portable gadgets);
TV commercials have ceased to be a source of customer traffic (many TV programs, news and entertainment shows are freely available online (without advertising, of course));
Advertisements published in print media tend to attract a target audience over 50 years of age;
Sending out promotional emails to physical mailboxes is a thing of the past;
Outdoor advertising no longer surprises potential customers or makes them want to quickly buy even the most advantageous trade offers.
Bottom line: The traditional marketing system no longer delivers both hot customers and ROI-worthy revenue.
What is inbound marketing?
Incoming marketing is an innovative method of attracting a client audience to a business project. That is, we are talking about expanding the target specific database by industry consumer segment. At the same time, it excludes the display of advertising messages (contextual advertising or targeted) to people who do not understand the terminology you use.
The primary objectives of incoming marketing are:
– building the authority of a branded product;
– motivating customers to take advantage of a sales offer by offering useful thematic content that explains the principles of how business processes operate
Incoming marketing allows you to engage your target audience using relevant communication tools. In this case, we are talking about the Internet. You must create the most favorable environment for the client to discover your product. Moreover, this same client must give preference to you, and not to competitive offers.
Benefits of inbound marketing:
targeting of target consumers (if you set up your advertising tools correctly, ads will be shown to users who are really interested in your company’s services). New marketing tools can hit the mark;
reducing your advertising budget (you will be able to significantly reduce the cost of one customer when showing offers that are relevant to your target audience);
creating a trusting contact with “cold” clients (explanation: incoming marketing is based on the development of a content marketing strategy, due to which the initial interaction with the “cold” audience begins with the company presenting free information value; the result is increased trust in the brand).
What is outbound marketing?
Outbound marketing is considered to be a traditional scenario for promoting commercial projects. It includes:
– radio advertising;
– TV advertising;
– outdoor advertising tools.
Of course, the marketing ROI of this type of promotion, like any other, can be calculated, but their the essence of conversion marketing quality and reliability can be quite questionable.
Key characteristics:
– no audience segmentation;
– it makes sense to use only within the framework of developing narrowly focused trade niches.
Advantages of outbound marketing:
– the ability to attract the attention of representatives of completely different consumer segments.
What is the difference between incoming marketing and the outbound marketing concept?
Incoming marketing is building connections with the target audience. The target purpose of outbound marketing is considered to be the mass distribution of information products.
At the very beginning, we talked about free increase in customer loyalty by explaining the value of a particular service. How? That’s right, with the help of informational visual/textual content.
When is it better to focus on inbound marketing?
Always. Thanks to it, you can sell absolutely everything on the Internet. The scheme of the target audience -> it in turn converts into regular customers (and sometimes into brand advocates).
When is it better to use outbound marketing?
if your goal is comprehensive alb directory branding of a local business project;
Instead of a conclusion
Incoming marketing clearly wins against the background of unprofitable and ineffective (as we found out) traditional advertising. In addition, today there are many tools that help in determining most KPI indicators. As for the prospects, the situation is unlikely to change dramatically in the next few years.
That’s all for now. We hope that our material will help you make the right choice. Good luck.