Outbound Marketing – what is its purpose?
In a previous article, I discussed Inbound Marketing and its application. Today it’s time to present the components of Outbound Marketing, which is also known as Traditional Marketing.
What is Outbound Marketing?
Outbound Marketing is a marketing strategy that has played a key role for many decades. Although Inbound Marketing dominates today’s marketing world, it is worth taking a closer look at this big brother, which still has its place in the world of advertising and promotion. It can safely be described as an approach in which it is the company that actively initiates contact with potential customers in an effort to communicate its advertising messages to them. This is a more traditional and pushy form of promotion, in which it is the company that controls the message and how it is delivered to customers.
Main Elements of Outbound Marketing
1. television and radio commercials
One of the hallmarks of Outbound Marketing is television and radio commercials. Companies pay to air their ads on the airwaves in an effort to reach a wide audience.
2. newspaper advertisements
Outbound marketing also makes use of print ads that appear in newspapers and magazines. This is a way to reach readers as they read every day.
3. outdoor advertisements
Billboards, posters and bus stop ads are examples of outdoor advertising that are often used in Outbound Marketing.
Outbound Marketing Online – what is it?
Online Outbound Marketing is a strategy in which a company actively seeks to reach customers through various online channels, often using paid advertising. Unlike Inbound Marketing, where it is the customer himself who searches for information, in Outbound Marketing it is the company that initiates contact with potential customers.
1. display ads
Display ads are banner and graphic ads that appear on websites. They can be displayed based on certain criteria, such as demographics or user behavior.
2. Google Ads
Google Ads is Google’s advertising platform that allows companies to promote their websites in Google search results. Companies pay to display their ads next to specific keywords.
3. ads on social media
Social media, such as Facebook and Instagram, allow you to reach specific target groups with paid advertising. Companies can specify precisely to whom they want to show their ads.
4. email marketing
E-mail marketing is the sending of mass e-mails to a customer or prospect base. While it may appear to be Inbound Marketing, if the people receiving the emails have not given prior consent, it is a form of Outbound Marketing.
Does Outbound Marketing still make sense?
Although traditional Outbound Marketing has been partially supplanted by Inbound Marketing, it still has its place in today’s advertising world. Particularly important is the use of Google Ads campaigns and social media activities that are very popular. Here, the key to success is to properly tailor the message to customers’ expectations and preferences.
Summary
Outbound Marketing is a traditional approach to promotion that still plays a role in the marketing world. It is a strategy that can produce quick results, but requires a significant financial investment. For many companies, the best approach is to combine Outbound Marketing with Inbound Marketing, creating a balanced promotion strategy that addresses different customer needs and preferences.
