Inbound Killed the Outbound Star: Why Search and PPC Have Destroyed Outbound Marketing

Inbound marketing

The Internet is quickly becoming a place that isn’t very friendly towards intrusive advertising techniques. After all, time on the Internet, as well as time in general, is a precious commodity these days. Traditional “outbound” marketing techniques are the kind of thing that people won’t put up with anymore. New technologies like advanced search algorithms and the PPC model are just some of the reasons why Inbound marketing is eliminating the old model.

What Is Outbound Marketing?

The term “outbound marketing” applies to old school ways of getting people’s attention that interrupts their lives. Television commercials, cold calling, direct snail mail, spam email, and so on are examples of traditional outbound marketing. Basically this approach is outbound since it’s starting with the marketer who exerts power over the viewer to try to force them to pay attention and do what the marketer wants, like buy stuff. The problem is, a recent study showed that 86% of people who watch TV commercials will just skip right past them. Technology like TiVo makes this really easy. And even if someone doesn’t have TiVo, it’s the perfect time for a bathroom break or food intermission.

Growing Irritation

Even more than this, something like 84% of people within the 24-35 range click out of websites because of irritating ads. So even out bounding techniques on the Internet that display ads on videos are starting to fail as people’s patience for them expires. Snail mail is on the decline anyway, but even if it weren’t, nearly half of it is never even opened. It goes straight into the trash can. The resources that making all that paper and putting all together just go straight down the toilet.

Inbound Marketing Solutions

In contrast, inbound marketing focuses on SEO techniques with links, or using blogs, white papers, pay per click advertising electronic newsletters, social media approaches, and other content marketing. The idea is, that instead of trying to throttle people with ads and interrupt their lives by force, you make it appealing for them to come to you. You give them great content that they’ve been searching for and they you will draw them in to you, thus the name “inbound.”

Why Is Inbound Better?

Inbound tends to do better these days since it’s less of a gamble. You invest time into it, and you’ll see results. You don’t have to front a lot of cash like you would for a direct mailing campaign. It’s also a lot less hit and miss. You’ll get some benefit from pay per click campaigns, for example, even if you stop it half way through. It will still be online and it will continue to draw you clicks and interest when all of those direct mailing pamphlets that your competitor sent out at great cost are lining potential customers’ birdcages without even being read. Another advantage is that it’s easy to track how well your inbound campaign is doing using analytics so you can see what works and what doesn’t. It’s a new age, and customers want to be able to search for what they want to see, and click on what they want to buy themselves instead of having other people try to dictate it for them.

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Jurgita Glodenyte

   

Jurgita Glodenyte

Jurgita Glodenyte is an online/digital & social media marketer, manager, strategist, consultant, trainer and public speaker. Her goal is to give companies she works with the tools to make them successful in a technology based economy. Jurgita has written a few books on digital marketing & social media.
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