Digital Marketing In Trivandrum
OUTBOUND MARKETING
Outbound marketing refers to any kind of marketing where a company initiates the conversation and sends its message out to an audience. Outbound marketing examples include more traditional forms of marketing and advertising such as TV commercials, radio ads, print advertisements (newspaper ads, magazine ads, flyers, brochures, catalogs, etc.), trade shows, outbound sales calls and email spam.
Outbound marketing is the opposite of inbound marketing, where the customers find you when they need you. Examples of inbound marketing include content marketing, blogging, SEO, and opt-in email marketing. In addition, paid search advertising is considered inbound marketing, because your ads only appear when people are searching for products or services that you offer.
Outbound marketing is generally harder to track and less profitable than inbound marketing, yet ironically, organizations still spend as much as 90% of their marketing budgets on outbound marketing.Organizations looking to improve their sales and return on marketing spend would be well advised to re-allocate an increasing percentage of their marketing budget on inbound marketing techniques.
Outbound marketing is a traditional form of marketing in which a company initiates contact with potential customers, or leads. Examples of outbound marketing methods include cold-calling, cold-emailing/spamming, direct mail, billboards, event sponsorship, trade show presentations, advertising through TV, radio, print and online or through in-person contact. After leads are generated using these methods, it has typically been the responsibility of a company's sales representatives to follow up and develop business relationships with those customers.
With outbound marketing, companies cast a wide net and hope to gain customers by repeatedly imposing their messages on them without knowing whether the customers want to receive those messages. This is commonly referred to as the "spray and pray" method of marketing, where a company disrupts a person’s flow of activity in order to get his attention and promote a message.
Outbound marketing constitutes the majority of marketing budgets for many businesses. It's been around for ages and some even consider it a cost of doing business. Outbound marketing, though, presents a lot of difficulties, and tradition and past mistakes should never get in the way of adapting to changing marketing trends. Problems with outbound marketing include:
- Difficulty in tracking return on investment (ROI)
- Increasing blocking techniques (Do not call list, Spam filters, TiVo, etc)
- High cost, low yield.
It is said that "nearly half of the companies that implement inbound marketing efforts see a 25 percent greater return on investment (ROI) on those programs than companies that do not. The survey found that inbound marketing channels can deliver up to 30 times the campaign conversion rate of traditional outbound direct-mail campaigns." Inbound marketing is easier to track, has a higher ROI, and lower overall costs than outbound marketing. Your next step, of course, is to cut costs and increase conversions by shifting from outbound marketing to inbound marketing.
Outbound marketing can become more effective with reliable data, but this information can be costly to obtain and may not be spread virally, via social media or other forms of online communication. The one-way nature of outbound marketing doesn’t allow for immediate feedback from leads, which limits the ability of companies to determine whether their strategies are resonating with the public. To get feedback, companies conduct surveys and employ focus groups at an additional cost and with varying levels of effectiveness.
Ongoing costs of outbound marketing may be low since the companies don't have to constantly create new materials to relay their message. Leads can also be directed to whichever places a company prefers.
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