The concept of Outbound Marketing is not a new concept and is centuries old. But the term Outbound Marketing is relatively new and has been around for two decades .
In fact, those who proposed inbound marketing preferred to put almost every method that existed before it under the umbrella of outbound marketing .
Definition of outbound marketing
In outbound marketing, the conversation with the customer always starts at the request of the business.
Suppose you have searched the word content marketing on Google or the hashtag of education on Instagram.
Here you will probably be directed to a site or pages and eventually a relationship may be formed with the brand or company or person or website.
But who started this conversation and interaction? You did it as a customer or contact.
Now consider the following example:
You are watching your favorite movie and suddenly the movie stops and you see an advertisement for a dishwashing liquid.
Or you’re stopped at an intersection and waiting for the light to turn green to be handed an advertising leaflet.
You have attended a seminar and you are listening to the speakers and in the middle of the program, suddenly the seminar stops and they say they want to thank the sponsors of the seminar.
You are driving on the highway and a billboard distracts you and you see that a certain brand has introduced its new product or service.
In this case, the conversation and interaction has started from the supplier or business side and it can be considered as an example of outbound marketing.
Perhaps, outbound marketing can be called a type of disruptive marketing or even intrusive marketing.
Because the audience is busy with other work and pursues another goal, and suddenly they have to face the message of the supplier of a service or product.
In other words, outbound marketing is usually done by interrupting the audience’s way of seeing or hearing.
But maybe it is better for someone who works in the field of content strategy to choose and use a term like outbound marketing. Because this term does not carry a negative meaning and probably creates less prejudice in our minds.
Despite the negative image that the new generation of web and content activists sometimes draw from outbound marketing, this method of communication with the audience is not necessarily negative and undesirable. There are not few people who consider urban billboards to be a part of urban beauty; Or they are entertained and enjoy by flipping through newspaper ads. The main point is that such advertising is not necessarily positive and effective; Not to introduce it as negative, undesirable and failed.
The concept of outbound marketing
This term has become common and widely used today. But we know that marketing is much more than talking to a customer or audience and sending messages to him and receiving his messages.
Perhaps because the term outbound marketing has become so popular, it is not appropriate to insist on its removal or modification. But it is good to at least remember that what we are talking about is only a part of Marketing Communication and an expression like Outbound Marketing Communication can be more accurate.
Outbound marketing tools
Almost all traditional advertising tools fall into the group of outbound marketing tools. Also, part of the digital marketing tools are in the service of outbound marketing.
The following are examples of these tools, of course, the list of tools is not limited to these items:
- Promotional emails
- Radio and television advertising
- Marketing through influencers
- Telemarketing
- Advertisements in magazines and newspapers and production of advertisement reports
- Printing and distribution of promotional leaflets
- Banner ads on websites and blogs
The effectiveness of outbound marketing
There are various criticisms of outbound marketing. Among them, they consider this marketing to be expensive and have low effectiveness.
But we have to remember that when we talk about expensive or low effectiveness, we have to say what we are measuring it against.
It can be said with high confidence that the effectiveness of outbound marketing has decreased compared to its past. This is also due to the formation of alternative media and the growth of digital social networks .
But whether outgoing communication is economic or not and how effective it is compared to other methods, it can definitely be different from case to case, product to product, and market to market.
In general, there are three serious criticisms on it and there are many examples for it:
- Is message tracking more difficult than inbound marketing ?
- The rate of return on investment (ROI) is usually lower than inbound marketing.
- The cost of producing a lead is significantly higher than the cost of producing a customer in inbound marketing.
Of course, we know that there are advantages in it, which is one of those things, which is a quick response compared to inbound marketing.
Another important point in outbound marketing is filling the unconscious mind of the audience because with this type of marketing, the desired brand or product seems familiar in the mind of the audience. For example, suppose you enter a supermarket and want to buy a cookie and you do not have the experience of using any of the brands in the store, you will unconsciously choose the brand that is more familiar in the back of your mind. This is exactly the same product that you have seen many times advertised on TV or other advertising spaces.
The position of outbound marketing
Considering all the explanations that have been presented, you have probably come to the conclusion that it cannot be completely rejected and considered ineffective.
Therefore, as a content strategist or advertising and marketing manager of a company, it is better to pay attention to the following two questions and try to find the right answer:
- Is outbound marketing right for my business?
- What share of my budget and resources should I allocate to outbound communication and what share to inbound marketing ?
In the end, I must say that in my opinion, when sales are faced with time constraints, Outbound Marketing can be justified and effective.
For example, when large stores and hypermarkets offer special sales and special discounts for a limited time on various occasions, the use of various marketing methods such as email marketing, promotional SMS, radio and television advertisements, and the like can be completely be effective and justified.
Of course, pay attention to the important point that the success or failure of outbound advertising and its effectiveness completely depends on the type and manner of the message you send. For example, in general, no one gets tired of the creative advertisements of Benz or seeing the advertisements of Coca-Cola and its competition with Pepsi.
I’m interested to know, what do you think are justifiable and effective examples of outbound marketing? We will be happy if you share your opinion with us.
