Inbound Marketing vs. Outbound Marketing
Marketing as a science is relatively new. The first theories on the subject were written after World War II. Since then, it has evolved significantly, but like many other sciences, its basic premises are still the same. We market in order to present a product to the general population so it is purchased and consumed.
The main tool for accomplishing that is a marketing mix that consists of the 4 P’s: price, product, place, and promotion. All these elements are necessary in order to run a business successfully. Given that marketing is primarily a process of communication, its evolution goes hand in hand with the development of media and promotional activities.
When we talk about the channels which we use to convey our message, we can differentiate two major channel groups: inbound marketing and outbound marketing. Outbound marketing has been a way to communicate our message for quite a long time. It consists of activities such as door to door sales, posting flyers and brochures, telemarketing or perhaps using radio or television ads. Outbound marketing is all based on a simple idea of the marketer, or the salesman, is going out and presenting the products or services to the general population. It is aggressive and some may say an intrusive way of promoting goods and services. It was a good way to market for a long time given the technology that was available.
As it usually happens, times change along with business practices. The old saying goes: “adapt or perish”. Outbound is no longer a dominant way of doing marketing. It is no longer cost effective to promote yourself on the radio or the TV. With each year, more and more people are avoiding these devices. Why is that? Because of the internet.
People today are doing everything on their computers. Many of us don’t need to go out of the house in order to run a business or make a profit. Instead of outbound marketing, inbound marketing is needed to attract people. When people want to buy a product, they don’t need to go to a shopping mall. They can do everything on the internet. They can compare prices, check out the competition, review the difference between products and all other relevant information you need to know. Companies address this and conduct inbound marketing by using blogs, eBooks, SEO, podcast, videos, and more. All of these things help them promote their products and services.
Like many things, we cannot choose between right or wrong tactics here. It is just that the outbound marketing is a thing of the past and the inbound is the future. One thing is for certain. We won’t bother with pesky salesmen anymore.
*Image courtesy Flickr Creative Commons
An ordinary person with great love for internet business