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Can outbound marketing still be used in the future?

Outbound marketing: what future do you foresee for it?

Outbound marketing is based on an advertising communication method that aims to contact customers, to give them information about products and that can lead to sales. Different tools are used, such as billboards, telephone canvassing or emailing. It is good to note that the main objective of the strategies implemented is to make your offer attractive. But what about its potential in the digital age?

This article helps you to take stock of the use of this form of communication by detailing the following parts:

  • the advertising channels used by outbound marketing ;
  • how outbound marketing works;
  • the advantages and disadvantages of outbound marketing;
  • the comparison between outbound marketing and inbound marketing.
  • the advertising channels used by inbound marketing

 

The advertising channels used by outbound marketing

Also known as “push marketing“, outbound marketing uses direct advertising or massive emailing campaigns to attract customers. However, you can also use event sponsorship or participate in trade shows to present the offers or services you provide.

Outbound marketing

Here are the four types of channels to exploit for an effective outbound marketing strategy:

  • Print media are ads, flyers or flyers that present your company’s rates or promote your business.
  • Out-of-home advertising is what you post on billboards in public spaces. Posters that are visible on public transportation are also included.
  • TV and radio were among the precursors of outbound marketing advertising.
  • The Internet is the digital channel where your advertising banners are displayed on external sites.

Are you still in the race for business development? Adapt by choosing the right methods.

 

How outbound marketing works

Regardless of the type of channel you choose, your goal is to get a target group interested in the product or service you offer.

Do you know the difference between push and pull strategies? By adopting the first technique, your brand works on its visibility in the shops’ stalls. With the second method, the objective is to encourage the customer to come to your product and your company must adapt to their reactions.

In the case of outbound marketing, the objective is to convince your customer through your advertisements. You can also apply other techniques, such as technical trials. In other words, the consumer is pushed to buy, even though he did not need the product in the first place. Other applications of this strategy include discount campaigns, rebates and mail order.

Catalog sales are a good example of this technique. The catalog itself, as well as the purchase recommendations are delivered via specific algorithms, such as “Customers who bought this item also bought… “. Everything is done to encourage purchases and to personalize the user experience.

 

The advantages of this marketing method

Thanks to a perfectly elaborated marketing strategy based on a wide diffusion, you gain in notoriety, because you reach a diversified target. Everything is thought out to make your brand known, even if the potential prospects are not sensitive to the offer you are proposing. By opting for this commercial technique, you use many communication channels simultaneously in order to reach the set objectives of the campaign faster and more efficiently.

In addition, you also rely on emotional impact, a proven business practice. For example, with TV spots, you have the opportunity to distinguish yourself from the competition and your brand remains in the viewer’s memory. Even if the consumer decides to distance himself from this advertising environment, outbound marketing will allow you to effectively create a visual or auditory memory. On the other hand, negative reactions are not visible to other customers, thus resulting in a rare chain reaction.

 

Outbound and inbound marketing: two complementary solutions

In simple terms, inbound marketing is the alternative solution to its predecessor. The basic principle is to attract the customer to the products without having to take the first step to establish contact. What are the specificities of this commercial strategy?

  • the customer gets in touch with the company;
  • one-to-one communication;
  • high added value thanks to the availability of information and the adoption of an adapted digital marketing strategy;
  • communication channels used: search engines, recommendations and social media;
  • reduced investment costs compared to outbound marketing.

Inbound marketing also relies on personalized content for the prospect. Advertising that arrives at the right time and place is another factor of its success.

Today, companies are mixing the two applications to get all the benefits. And why not bet on the use of a specific prospecting tool such as ours?

 

Conclusion

Inbound marketing is certainly more profitable than outbound marketing, but the latter still has undeniable advantages. Thus, if used wisely and in parallel with inbound marketing, you can obtain even more convincing results.

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