Outbound Marketing or also called Traditional Marketing describes the classical methods of trying to catch customer`s attention. Under these, we count radio ads, TV ads, newspaper ads or junk mail. Those strategies are nowadays more off-putting then attacking attention so businesses focus therefore more energy and resources in Inbound Marketing – by delivering meaningful content to a target audience in order to convert them in time into leads and customers.
In this article, I want to juxtapose these two Marketing strategies to clarify their concepts of work.
| Inbound Marketing | Outbound Marketing |
| Consumer-focused: Here the company searches in the first line to help people solving their problems and guide them in the right direction. The first purpose is not to sell, but more to build a relationship which will generate sales in time. The conversion rate is here: 14,6% | Company-focused: Push the company message massively into the customers`mind and sell, so it does not matter if one is open to the message or not. The close rate is usually 1,7%. |
| Problem Solution Marketing: The company displays content regarding the problem people are facing and they can choose to consume this content if they feel it is relevant for them. | Interruptive Marketing: Company delivers regularly their ad to a mass of people, who are not interested or are not disturbed by the described problem. |
| Interactive: People interact and communicate directly through Blogs or Social Media with the company. This helps to build a relationship and trust in the brand. | Talks alone: People hear or read the displayed ad over and over again – even if it is relevant to them or not. |
| Long-time focus | Short-time focus |
| ROI easily measured: The modern ad campaigns offer companies the possibility to track the campaign results and to compare different ad versions according to their conversion success. | Difficult to measure ROI: It is hard to say which amount of financial investment has brought with effect on which communication channel. |
| Used Media: Videos on Youtube or Vimeo, Slide Presentations on Slideshare, Social Media Posts, Blog Posts, Photos on Instagram, Graphics on Pinterest, White Paper, eBooks, Case Studies, Podcasts | Used Media: Print and TV ads, Press releases, emails, direct mail, telemarketing, seminars, billboards, email blasts, SPAM ads |
| Modern Marketing Approach | Traditional Marketing Approach |
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