What is Outbound Marketing? Definition of Outbound Marketing, Outbound Marketing Meaning and Concept
Outbound marketing is a direct method of online marketing to show the product to the consumer and try to promote its sale.
The content is managed by the company in a single direction, that is to say that it has absolute control of the message.
Outbund marketing includes all types of advertisements that are exposed on the radio, television or the internet, among others. The content used is simple, straightforward and direct. The company talks about the benefits of the product, whether good or service, because what it seeks is to sell.
In digital marketing, content reaches people without them looking for it, which is why it is considered as invasive advertising. For example, when you are browsing and banners appear or when you are on YouTube and an ad video appears, without people wanting to see it.
Outbound marketing is considered, if we speak in depth, as a type of traditional marketing, because it does not think about the needs of consumers and customers; but on the company's need to sell its products.
It is a way to force people to see ads when they are doing another task. So most of the time he is not interested, but on the contrary, it bothers and displeases him. For that reason, these types of ads may not be effective. Because you can spend a lot, but it indiscriminately reaches many visitors who are not interested in that content, because it does not adapt to their needs.
Inbound marketing is usually a better option than outbound marketing, because it reaches the user in a more favorable way, not in an almost mandatory or inopportune way.
Characteristics of outbound marketing
Among the most important characteristics of outbound marketing we find:
- In the communication only the company speaks: That is, the consumer does not have the opportunity to express criteria, judgments and opinions, because he must limit himself to receiving the content of the advertising message.
- Reaches indiscriminately: Even if it reaches a large audience, it may not be effective because the people who received the message are not interested in it at all. This is a great risk because you can invest a lot and receive nothing in return.
- It is focused on the product : The only message that is transmitted is about the benefits and benefits of the product or brand that is advertised.
- Your ultimate goal is to sell : You are not interested in consumer needs, but rather in selling your products or promoting your brands.
- You may lose credibility: Because the customer judges that the product or brand attributes are exaggerated, and may not believe that the content is reliable, because he thinks that the company cannot speak badly of its own products.
- It is traditional : Because it focuses only on selling and not on providing solutions and creative responses that accommodate the wishes and needs of the client.
- The client feels invaded: Since he is interrupted or his attention is diverted when this type of unwanted or simply unwanted message appears. This can be very inconvenient for the user, because it does not add value.
Currently we can say that outbound marketing has been largely surpassed since 2005, when inbound marketing emerged; because they realized that it was more than just a traditional marketing tool.
Differences between inbound marketing and outbound marketing
The following chart shows the fundamental differences between outbound and inbound marketing:
Finally, we can say that, despite all the above aspects, outbound marketing is still used because it allows reaching a massive audience, it has a wide reach and, above all, the results are achieved in the short term.
Companies usually combine both types of marketing depending on the objectives they hope to achieve, what they have to take into account is how much money they invest and how much they return. Also, they are not exclusive tools, a company can combine them effectively and can achieve good results.