Inbound vs. Outbound: The Changing World of Digital Marketing

Wednesday, November 11, 2015

You may be surprised to learn that over the last several years there has been a huge push to shift from outbound marketing to inbound marketing. Outbound marketing, sometimes referred to as “Interruptive Marketing” is a marketing method where companies attempt to get leads and sales from consumers who are trying to block them out. Common methods of outbound marketing are direct mail and cold-call telemarketing. Conversely, inbound marketing provides consumers with helpful, non-intrusive information only after they have given their permission to receive the company’s marketing messages. Examples of inbound marketing are ebooks, search engine optimization (SEO), blogs, and social media marketing.

Inbound marketing has become so successful because it provides potential customers with something of value. In 2015, 75% of marketers around the globe prioritized the inbound approach to marketing with the goal of educating consumers. Inbound is a powerful tool that can be leveraged to solve virtually any problem, sometimes before a person even realizes that they have a problem. Outbound marketers typically shout their message to anyone who will listen, while inbound marketers carefully segment their audience and create tailored messages in order to have two-way conversions with consumers.

Marketing Industry Trending Towards Inbound

The decline in outbound marketing is a response to the shift in consumer behavior. Thanks to technological advancements, advertisers have the ability to contact a person, whenever and wherever. Did you know that more than 200 million Americans have registered their phone number on the FTC’s “Do Not Call” list? People are tired of being bombarded with hundreds of thousands of marketing messages per day. They want to be in control of the information they receive and how they receive it. The company is in control in outbound marketing, but inbound marketing puts the consumer in the driver’s seat.

Giving the consumer control sounds counter-intuitive if you’re trying to sell something, right? Inbound marketing is about educating the consumer and establishing your company as an industry leader. A potential customer may read your blog posts, follow you on social media, and download an ebook. Consumers will be more willing to purchase from a company that knows what they’re talking about than a company who’s spamming them with direct mail and phone calls during dinner.

How to be Competitive in the Marketplace

In order to develop a successful career in the marketing industry, you must have a working knowledge of inbound marketing. A competitive candidate should be properly versed in all aspects of inbound marketing because they intertwine when you least expect it. For example, writing an ebook requires knowledge of how to write captivating content, but also requires strong SEO analytical skills to help your post get found.

The Digital Marketing Certificate from CCE @ Assumption covers a variety of inbound marketing topics that every established digital marketer must master. From market research to social media marketing, our program covers exactly what you need to know to about inbound marketing.

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