Outbound-marketing – the opposite of inbound marketing strategy
Outbound-marketing is often referred to as “old marketing”, as it is the traditional type of marketing in which companies spread their advertising message through various channels to reach potential customers. The respective reach depends on the selected channel.
Advantages and disadvantages of outbound-marketing
Many channels play a role in outbound-marketing: advertisements in print media, but also online ads, TV commercials and mass emails. SEO (Search Engine Optimisation) tends to be less important for direct online advertising. The reach of the advertising always depends on the selected medium, but it is usually much higher than with corresponding inbound measures.
Presence strengthens brand awareness
Suitable for print, TV, radio
High scattering loss
Intrusive advertising tends to scare away customers
Less suitable for social media
The crucial contrast between inbound-marketing and outbound-marketing is the way the relationship between the customer and the company is established:
– In inbound-marketing, customers come to the company. The customer is looking for a certain piece of information, the company provides this information.
– In outbound-marketing, the company addresses the customers.
Typical outbound measures are confrontational advertising methods. The potential customers are addressed directly, for example through
– Advertising e-mails,
– direct mail,
– cold calling by telephone,
– print, TV, radio and online advertising,
Read also our blog post on the topic of customer acquisition: