Now, just as everything has evolved rapidly in recent times, the action of “marketing” does not escape this reality, so to get us vibrating in the same frequency below we present the important differences between both trends, which pursue the same thing, doing so with different strategies.
Traditional marketing, or outbound marketing , focuses mainly on sales, where the protagonist is the product and/or service offered, and its channels of action are conventional mass media such as direct sales through newspapers, radio, television, fairs and exhibitions, advertisements or printed materials (POP material), sponsorship. These invasive methods interrupt and, in some cases, annoy users. Old marketing maintains aggressive aspects and strategies , based on bringing the product or service closer to the customer.
Inbound marketing (attraction marketing) is closely linked to attraction marketing, which is why it induces two-way communication between the company and its users, creating a bond of trust with its potential clients by providing valuable content. This individual or personal characterization acts as
Outbound marketing applies techniques that disrupt the lives of consumers, potential clients or users. This generates systematic behavior in companies and the need to aggressively seek out potential buyers .
Inbound marketing attracts customers like a magnet, allowing users and potential customers to find you on the Internet and learn about your products and services. It involves offering value in a non-intrusive way; this technique seeks to get customers to come to you.
3. Media
Outbound marketing uses traditional mass media such as direct sales through press, radio, television, fairs and exhibitions, advertisements or printed materials (POP material), sponsorship, among others. Although outbound marketing campaigns can also be carried out on the Internet, its methodology does not change and continues to focus on being disruptive and highly visible.
Inbound marketing uses digital media that reach an audience with internet access because it is more than an option, it is a necessity. These channels are generally websites, social networks, blogs, online courses, emails, content networks, among others.
4. Communication
Outbound marketing works with a type of linear, unidirectional communication, where the brand is the sender and the client is the receiver, with the user being completely passive, directing the message through mass media with the aim of influencing their purchase and where the receiver does not have the capacity to generate a direct response towards the company.
Inbound marketing allows for interactive and bidirectional communication, where customers can give their feedback to brands. Their opinions, doubts, comments can be a goldmine of information to improve both the product and/or service, as well as the purchasing experience or the conversion funnel of our customers. It allows for direct interaction between the company and the user almost immediately. This type of communication allows for building relationships with customers, and adapting behavior based on the person with whom you are interacting. Dialogues are created to generate trust and credibility .
5. Public
Outbound marketing bases segmentation on classic attributes such as age, geographic location, salary, among others.
Inbound marketing is based primarily on interests and needs, as well as demographic characteristics that allow for greater precision in reaching the target audience.
6. Strategy (Added value)
Outbound marketing uses push strategies, is impersonal and offers little value to users except for the difference between the product and/or service and its direct competitors. In this sense, the more visible the brand and the more repeated the message, the more likely it is to position the product or service in the top of mind.
Inbound marketing attempts to attract customers by seeking to inform, educate and entertain, providing added value to users. In addition, one of the main purposes of this methodology is to captivate and engage customers by providing value at all stages of the strategy, to turn them into loyal followers of the brand and, most likely, promoters of the same.
7. Profitability
In Outbound marketing, the minimum investment in traditional channels is usually high, which makes the cost per lead very expensive. Large sums of money are required to hire advertising space in the media, whether it be television, radio, print material or the Internet.
In inbound marketing, the prices of the channels used are cheaper, so the cost per lead is lower and the actions to be carried out are more affordable for brands, not requiring large sums of money for its implementation, as it is less expensive it is usually the preferred option for small and medium-sized companies, in addition this type of marketing can be developed by the entrepreneur himself, with basic knowledge and creativity it is not usually necessary to hire a separate service.
It is important to keep in mind that although inbound marketing may be completely free at the beginning, if we want to have a greater reach we must have a budget. However, this investment will always be less than what may be required in traditional marketing.
8. Measurement
Outbound marketing does not allow for specific measurement of each person who is japan whatsapp number interacting with your brand, so extrapolation methods are often used and KPIs cannot be very specific. The results are measurable in mass terms and do not allow for identifying changes for each audience segment.
Inbound marketing mostly uses one-to-one tracking metrics (lead scoring, workflows, behavior), which allows for measuring results and establishing precise KPIs . The Web 2.0 and 3.0 environment allows for developing applications to measure the impact of actions quickly and accurately and even to learn about consumer opinions on social networks.
Measurement in both strategies represents a key difference, because digital marketing allows us to apply measurement mechanisms and obtain results almost immediately, and its flexibility allows us to modify it instantly based on the results of the measurements.
El boom del Inbound marketing
It is important to note that the low popularity of traditional marketing is due to a radical change in customer behavior, due to the control they have over information and how it is received. Invasive or aggressive advertising has tired consumers, who no longer fall for the traps of television ads, or pages with irrelevant advertising or even cold calls from call centers.
The public is looking for and wants quality content that does not sell them a product or service directly, they want to be the ones who go looking for that aspect. The influence of social networks (RRSS) is giving companies potential clients just with the content exposed, without the need to be behind them. Not only is the investment lower in costs compared to traditional marketing. In addition, it presents a high return compared to old techniques.
Which marketing strategy to use?