Inbound marketing vs outbound marketing, traditional marketing vs digital marketing, print ads vs online ads – it’s a complex marketing world full of questions to ponder when you’re trying to choose the right marketing strategy for your business. There are proponents of all things digital marketing and those who still believe in the “traditional” avenues of marketing such as print ads, radio, TV and direct mail. So, which IS the better approach for your business? To truly answer that question, it’s important to explore the key elements you’ll want to consider before deciding on the right marketing strategy.
What are the differences between inbound and outbound marketing?
In a nutshell, traditional marketing tactics are more aligned with what has come to be known as outbound marketing. Not necessarily the most flattering reference but outbound marketing is also referred to as “interruption marketing,” because it involves marketing tactics that proactively seek to initiate a dialogue about a product or service by essentially interrupting people’s lives in some way through advertising, cold calling, direct mail or other tactics that push a message outward to get the attention of as many people as possible.
Conversely, inbound marketing draws the audience in, typically by creating something in response to a consumer audience need or something of value to attract your targeted inbound audience, like a white paper or how-to guide. Digital marketing, content marketing and social media marketing are crafted to appeal to the new informed consumer who is not interested in the big sales pitch but is seeking a more interactive, engaging experience. There’s no question this is the new normal and has given rise to the “content is king” generation of marketing.
Quite simply – it works. And it is typically less costly than the traditional marketing of broadcast radio, TV and print. In an increasingly E-commerce centric landscape, it’s all about driving traffic to your website, increasing conversions, building SEO and developing a smart social media strategy to capture today’s consumer interest. It’s also difficult to gauge the results of traditional, outbound marketing. With Google Analytics and other social media platform metrics, analyzing what is working and making necessary adjustments is far easier and a valuable tool to understand the Return of Investment from your marketing strategies.
Does that mean traditional marketing is dead?
Not so fast. Part of understanding how to develop a successful marketing strategy for your business is to first identify your target audience. Who is buying your product or service? Who do you want to buy it? Targeted marketing to your desired audience is effective but if your audience doesn’t exist in the digital space necessarily, you may find traditional methods of marketing more effective. While TV and radio ads can be costly, they can also be highly effective at reaching a mass audience.
Let’s face it, there is no one size fits all business model, so there is really no one size fits all marketing strategy. The best approach is the one that fits the specific needs of your business and that can often mean a combination of a digital marketing plan, that incorporates unique content and a strategic social media campaign with certain elements of traditional marketing. So, to answer the question, does traditional marketing still have a place in the marketing world? Perhaps the answer can be found in the phrase – “integrated marketing.” Just be sure to map your strategy with a focus on getting the best results, regardless of the medium, and to measure those results!
If you’d like to learn more about what marketing strategy is right for your business, feel free to contact us via email at firstname.lastname@example.org or fill out our online contact form by visiting us at www.celsiusmarketing.com. And don’t forget to connect with us on Facebook, Instagram and LinkedIn!