Inbound versus outbound marketing
Inbound marketing is different than outbound marketing, and the comparison is relevant when it comes to online marketing and traditional marketing methods.
Online marketing is a form of inbound marketing. Its primary goal is to “pull” customers and clients to the brand. People search for a business’s product and are lead to the brand’s webpage. This page often times entertains and informs as well as advertises.
Traditional marketing is considered outbound marketing. It includes popular advertising methods from decades ago such as television commercials, radio ads, and billboards. Its goal is to promote a product, which means it is a form of “push” advertising. Communication only flows from the advertiser to the audience, customers are often bombarded with messages, whether they like it or not, and its primary goal is to sell, not entertain or educate.
Consumers today regularly shun traditional advertising, which makes inbound marketing more important than ever. Consumers are looking for genuine ways to connect with brands, which means turning on the add blockers, not watching cable television, and heading online to search for new brands. Some studies have shown that inbound marketing methods pull in three times as many leads as traditional advertising.