Inbound: —Pull strategy—Attract leads by providing content that is helpful for them and will organically lead to engagement. Inbound is defined as an approach focused on attracting customers through content and interactions that are relevant and helpful — not interruptive. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media. The development of inbound marketing came from the realisation that traditional tactics did not perform well at developing healthy relationships with customers as they were too intrusive and disruptive. Inbound was influenced by the change in consumer behaviour with new media development, resulting in a shorter attention spans, more choice, information and the possibility to reduce marketing noise in one click Inbound marketing can be achieved through all media types, but is mostly developed through owned and earned media.
Outbound: —Push strategy—Show content to as many users as possible to increase chances of reaching an interested audience. Outbound marketing is an attempt to initiate a conversation about a product or service by rapidly spreading word of its existence, using volume and repetition. Outbound marketing tries to reach consumers through general media advertising as well as through in-person contact. Outbound methods can be broad (TV advertising), thoroughly personal (face-to-face meetings), or “impersonally personal” (cold-calling or blanket emails). Through each outbound method, sales leads are generated and then followed by internal sales representatives.
Categories: Rob's notes