A major lure among every consumer today is dynamic marketing. Over the year, marketing has taken a different turn than what it formerly was. With newer and more effective ideas, creatively developed to reach out to the targeted audience, offline marketing has slowly taken a backseat, giving digital marketing a chance to thrive.
As marketing techniques, both inbound and outbound marketing are effective in achieving their goals. However, one needs to understand the consequences of each of the strategies in order to predict the right results that one would gain by using either of the methods. While both certainly have their advantages, there are also certain limitations to both of these methods, often making them ineffectual, whether in terms of the time it would take or the price one would have to pay to gain the necessary rewards of using these marketing strategies. By taking a look below at how inbound and outbound marketing function and how the use of these techniques affects a brand or marketer, making an informed decision is easier without having to incur any loss or regret.
As the name suggests, outbound marketing is the process of actively reaching out to potential consumers or targeted audience, using various marketing methods. Campaigns undertaken with a specific aim such as sales, brand recall, or any related reasons fall under the category of outbound marketing. This also includes mailers, banner ads, handing out fliers, telesales, event marketing, and other voluntary actions that benefit the company or product in some way or another. However, there are certain pros and cons of outbound marketing too:
Pros of Outbound Marketing
Outbound marketing, as a marketing strategy, has a number of advantages that notably increase he potential of firms to go beyond their expectations by making the right decisions. Here are a few of them:
- Can target a large audience at once
As outbound marketing actively targets audiences in a bid to reach out and increase conversions through ads, and other methods, the scope of reaching out to a larger audience is comparatively high. This is certainly a great advantage since brand reach is a primary goal for every marketer.
- Easy optimisation and tracking
Analysing and optimising reach helps a great deal in keeping track of how well the strategies implemented are working for your brand. While using outbound marketing strategies, marketers are aware of the audience being targeted, making it easier to figure out the scope and rate of conversions.
- Improved brand awareness
Due to active marketing strategies implemented, it is hardly surprising to witness a higher brand awareness and recall through outbound marketing. Since mass targeting is possible with the help of this marketing strategy, brand awareness automatically reaches a new height.
Cons of Outbound Marketing
Along with having numerous advantages to it, outbound marketing also has its downside. Some of them are mentioned below:
- Financial dent
A major requirement to go ahead with outbound marketing is adequate funds. In order to target a wider range of people with improved results, it is necessary to shell out a huge amount of funds that may often be unaffordable, especially for start-ups and other small firms.
- Less authenticity
Since outbound marketing specifically targets the audience, it often feels less genuine or authentic, forcing people to question its ethics. While consumers indirectly landing on to your page is a great victory, targeting people through paid marketing reduces the genuineness of the brand.
- Temporary results
The results seen through outbound marketing are a consequence of all the resources and funds invested in the promotion. This means that once the funds are over with, the sales and awareness generated too ceases. Furthermore, temporary results may prove to be more harmful, leading to an eventual loss.
Inbound marketing, as opposed to outbound marketing, is the process of indirectly attracting potential consumers with the help of Search Engine Optimisation (SEO), blog posts, and other inorganic strategies. This is the most widely used marketing strategy used by every agency and firm, with most of them specialising in using inbound marketing as a means to take them higher up the rank.
Pros of inbound marketing
Being the default strategy used by most, Inbound marketing has a number of advantages that make it appealing:
- Considerably inexpensive
Compared to the strategies used in case of outbound marketing, inbound marketing is relatively inexpensive, costing almost nothing. As this marketing process uses passive reach as a measure of success, the requirement for additional funds is almost non-existent.
- Constant results
Compared to the results achieved through outbound marketing, inbound marketing sees a slow but steady growth in terms of increase in sales, brand recall, awareness, and
Cons of Inbound Marketing
Although inbound marketing has its disadvantages, it is the most dependable form of marketing. Mentioned below are the downsides to the process that lead to more people choosing outbound marketing as their marketing technique:
- Slow growth
One of the biggest limitations of inbound marketing is the pace at which one can receive the required results. As this process is based on passive traffic received, it often takes years for brands or marketers to reach the point they wish to through inbound marketing which could be achieved easily through outbound marketing, albeit for a short while. While using inbound marketing methods for your firm or brand is the best option, the wait to succeed may often seem endless, forcing one to spend aggressively through other methods.
- Existent marketers
Considering the number of marketers already using inbound marketing strategies and have succeeded over the years to make a name for themselves, it is challenge for new marketers to outrank them using the same strategy and make the necessary impact. With many marketers entering the world of digital marketing with an aim to succeed, it has become even more difficult to surpass the bars already set by established marketers and brands.
While both inbound and outbound marketing proves effective, relying on just one of them can prove detrimental to your brand. To ensure long-term results in a short term, the best way to go about it is to use both the processes alternatively or simultaneously. So, while you gain traction inorganically, you can raise brand awareness and sales through active promotional methods at the same time.
This allows you to use inbound marketing as a primary strategy that is supported through outbound marketing tactics for faster and stable results.