Do you need Inbound Marketing or Outbound Marketing?

Marketing and its strategies are so deeply rooted in our lives that now we don’t even pay attention. This is exactly what marketers would never want. Hence, every marketing team needs to make an effort to produce relevant and attractive content.

One day you decide to buy a product and you do some online search for the best brand in that product category. While you are on your way to your office, you come across a billboard with an advertisement for the same product category. Have you wondered what the difference is? In the first case, the marketing medium is digital. Whereas in the second the company has opted for a more traditional outdoor method. This is indeed correct. However, the difference is not just limited to the medium. For the first one, you found it yourself. While you were forced to come across the second one. In simple words, this forms the basis of what we call “inbound marketing” and “outbound marketing”.

What is inbound marketing?

Remember the first brand that you found while you were searching for yourself, this is inbound marketing. In this type of marketing, the strategies are focused on “pull-in” potential customers with attractive content. This is a relatively newer type of approach which has been in the market for about 15 years. Today, this is a very important marketing strategy as it is considered more reasonable and ethical.

Rather than forcing content, it believes in being subtle and indulging in a non-sales-y way of marketing. It relies on interesting, relevant and helpful information that can make people into customers and advocates. This includes blogs, infographics, email, newsletters, social media posts, and what people might want to read.

Search engine optimisation paid discovery as well as paid search are the tools that can aid people to find marketers’ content. The engagement of the content shapes the impression of that brand which consequently impact purchasing decisions. This shows how inbound marketing is very indirect and focuses on increasing the engagement of the customer with the brand.

Moreover, this type of marketing demands time, investment, powerful content and excellent promotional skills to reach the audience.

What is outbound marketing?

This type of marketing is also known as “interruption” or “push” marketing as it works on the principle of putting a brand and its message to people, even if they are not searching for it. Like the second case of billboard, it includes traditional channels like TV, print, and radio.

What do you need- Inbound Marketing or Outbound Marketing?

With the digital way of life, outbound marketing has entered the digital sphere. However, the goal remains the same. Marketers reach a wide audience through paid advertisements on the world wide web.

The basic idea of outbound marketing by pushing content is that a part of the audience will generate an interest and become a customer.

Today, this sales-y approach does not work as this type of content is floating everywhere and it fails to help a customer. However, this does not mean this marketing should be completely rejected. A well-planned marketing strategy coupled with proper execution is the correct step to follow in making outbound marketing strategies a success.

The important question that remains is which marketing is suitable for your business. Adopting a strategy requires detailed knowledge for which one has to delve deeper than mere definitions. In this case, let’s understand the key differences.

Difference between inbound marketing and outbound marketing

Pull and Push

Certain marketers put their efforts into creating helpful content that solves issues or addresses topics that people are already searching for. They find this through community forums and keyword research. Then the content is searched by the public and this is how they discover that particular brand. In this way, the brand through its content works on pulling customers.

On the other hand, outbound marketing adopts a very contrary approach. The marketing team develops content on the basis of assumptions or trends. This means people are not asking for that content and it’s pushed on them through advertisements.

This key difference shows how inbound marketing focuses on creating highly specific content while outbound marketing essentially takes chances with creating something completely new most times.

This push and pull give us the next differences.

Permissive approach and Interruptive approach

As discussed above, inbound marketing takes the form of emails, social media posts, blogs/articles, newsletters, etc. All these take a permissive approach in the following way:

Any person on social media follows people and organizations themselves. This allows them to show content to the user. Similarly, newsletters reach people who subscribe to them. Other than this, people use search engines to get answers to their questions. This in turn gives search engines the permission to show them related answers. So if a marketer has created search-engine-optimised content then the same will be listed in the search results. This is permissive.

But when you are watching videos on YouTube and an advertisement starts playing, the same thing can happen when you are listening to something on the radio, or come across a billboard or an advertisement on TV. All these intrude in your experience and are thus interruptive. But if you come across something interesting and choose to know more about it, then it means the outbound marketing strategy has worked.  

Specific Content and Generic Content

Inbound marketing has a more targeted approach and hence specific content. In order to solve the audience’s problems, educational, informative or entertaining content is created that serves only a targeted group of people. For example, TED Talks create content for people who seek motivation online.

What do you need- Inbound Marketing or Outbound Marketing?

We know that outbound marketing is done through any medium like TV, billboard, radio, etc. This is why marketers have to make generic content that can influence anyone who comes across it. The aim is to increase the chances of converting the audience into consumers.

Whether you should choose Inbound or Outbound Marketing?

If you are a new business, then your potential customer does not know about you. In this case, you need to create brand awareness which will be possible through billboards, TV, etc. Additionally, inbound marketing demands time, be it to get subscribes to your newsletters or followers on your social media.

Outbound marketing can produce faster results, given implemented properly. But the amount of investment they need is large. Whereas inbound marketing needs time to get rankings but it can be really beneficial in terms of growing your business consistently. In addition to this, content creation is super affordable. However, both of these depends on the quality of your content. Indeed, content is king.

So if you need any help with content, contact Shaktiki and we will make this journey easier for you.

Which are the best marketing campaigns of all time?

A major turning point in the history of the world was the expansion of trade and to be specific overseas trade. Today, the modern world is a commercial place. Commerce knows no borders. Business is booming in the sense that a person in India is using a smartphone of an American company. While the phone might be manufactured in China.

How does an Indian know about this product? What makes people willing to spend a whole lot of money to buy products? How are companies today constantly able to expand their customer base?

Marketing campaigns that make a difference

Even if you lack interest in business and commerce, there are still great chances that you are familiar with the word ‘marketing’. However, it cannot be defined as a mere process essential for a company.

Marketing serves the basic purpose of allowing a customer with the required details about the products or the services. Additionally, it provides a fertile playing field for small businesses to compete against big names. While we all are familiar that it helps in increasing sales and hence expand a business, we need to remember it does more than that.

“Marketing today is not a function; it is a way of doing business. Marketing is not a new ad campaign or this month’s promotion… Its job is not to fool the customers, nor to falsify the company’s image. It is to integrate the customer into the design of the product and to design a systematic process for interaction that will create substance in the relationship.”

– Regis McKenna

The existing customers engage constantly with the company through its marketing tactics. It keeps a conversation going without any physical interaction. This forms a bond intrinsic to the modern idea of running a business. But marketing should also be valued for allowing growth. Marketing strategies can target potential customers and turn them to actual customers. This elevates marketing to an art, a creative process that has become essential in the modern sphere.

Some companies started marketing campaigns that understood the importance of advertising. It is these companies that initiated a conversation with customers who responded well to them. They can be a source of great motivation and knowledge. So, here are some of the most successful marketing campaigns of all time:

Nike’s Just Do It.

If you want to buy a pair of running shoes today, then which brand you will instantly choose to rely on? Most of you will pick a pair of Nike shoes.

Today the brand dominates the athletic apparel industry. However, it did not have the same status before. There was a point when the company only catered to marathon runners. On the other hand, Reebok was selling more sneakers than Nike. Yet Nike aimed to climb to the top spot and created the “Just Do It” campaign. The late 80s was a period of growing national fitness movement. Their campaign motivated people to push beyond their limits. Superstar athletes like Michael Jordan backed the campaign. As a result, the slogan became one of the most recognisable. The campaign was relatable in the sense that it recognised everyone’s dilemma of not feeling like working out. Nike provided their customers with the answer – ” Just Do It”.

Marketing Campaigns: What did they do different?

The impact of this marketing campaign was noteworthy. Nike’s sales were at $800 million in 1998. It surpassed $9.2 billion by 1998.

Coca-Cola’s Share a Coke

The race in the business world is constant. It’s not only small companies that are forced to think creatively and act differently. Big brands also face this need to constantly attract and engage customers. This is why Coca-Cola started the ‘Share a Coke’ marketing campaign.

The campaign which started in Australia in 2011 appealed to customers as it printed names on each bottle. Coca-Cola personalised each bottle with the most 150 most popular names in the country. The United States followed the example and printed first names across its bottles and cans. People could even order custom bottles on the company’s website.

Marketing Campaigns: What did they do different?

This functioned as a breaking story across the marketing industry. Moreover, the campaign gained immediate attention and attracted a large number of customers.

Volkswagen’s Think Small (1960)

Marketing and advertising professionals often call Volkswagen’s “Think Small” the gold standard. A legendary advertising group at Doyle Dane & Bernbach (DDB) created it in 1960. The company faced a major challenge. It answered a greater question about how to change people’s perceptions of an entire group of people.

Americans were always inclined to buy big American cars. Despite 15 years after the end of the second world war, they still never bought small German cars. This is why the company decided to play right into people’s expectations.

Marketing Campaigns: What did they do different?

You think I’m small? Yeah, I am. Volkswagen never tried to portray themselves as something they were not. The campaign taught that customers recognise, appreciate and value honesty.

Google’s Year in Search (2017)

Some companies create an advertisement that’s so true and powerful to forget.

Year in Search started in 2009 and serves as a written report of the most common Google searches over the past 12 months. Then Google adopted it for a three-minute video. This serves as a reminder of how much everyone is dependent on Google.

Google’s advertising campaign then reminds customers that they care. It unites everyone and promotes an uplifting message of how everyone’s usage of the company’s products reflects the best in all.

De Beers’ A Diamond is Forever (1999)

De Beers built the industry. It presented the idea that no marriage is complete without a diamond ring. Hence, they made diamond rings a necessary luxury. This teaches an important marketing lesson that advertising is beneficial even for luxurious products that portray them as a necessity.

These are marketing campaigns designed for different mediums. While earlier advertising was an expensive affair, today it’s not. The digital space has expanded at an unbelievable rate. Online medium provides an advantage to all its users. The ever-growing business world entered the digital sphere and so did marketers. But if you haven’t, then this is the time to switch to digital marketing!

At Shaktiki, we provide purpose-driven marketing solutions to help businesses thrive. Our approach assists brands in communicating their shared values of responsibility and sustainability to their customers, demonstrating trust in their business. We create impactful content that empowers our clients to effectively tell the story of their unique brand.

Get in touch with us today to know more about how we can help your brand excel.