When it comes to marketing, there are two distinct approaches that businesses can take: Inbound and Outbound.
While some prefer to use both methods, some marketers may feel more comfortable with one or the other. Knowing which approach to focus on can be tricky.
Traditional Outbound Marketing
Traditional outbound marketing is commonly associated with billboards, radio ads, and television campaigns. It involves advertising your product or service to the masses through various forms of media.
The main goal of this type of marketing is to get as many people as possible to see and hear your message. Sometimes, this involves a lot of radio ads and billboards along the roadside. However, in today’s world, outbound marketing is much more sophisticated.
Businesses use various techniques to determine how and where their advertisements appear. Since people are often distracted by other things while driving, commercials can be played in the background while they’re doing other things (like driving, walking, or eating). This can help enhance the overall effect of the ad and get more people to actively seek out your product or service.
Online Inbound Marketing
While outbound marketing focuses on reaching as many people as possible, inbound marketing seeks to attract, engage, and delight existing customers. It is all about getting people to come back for more by providing them with value.
Inbound marketing is all about finding and engaging with your target audience. Instead of passively consuming content and hoping that people will come back for more, businesses use various techniques to find and connect with potential customers. This means that inbound marketing is usually associated with websites, social media, emails, and mobile phones.
Even though inbound marketing is often seen as a modern approach, it has been around for a while. In fact, inbound marketing is often confused with marketing generally. However, one of the primary differences between inbound and traditional outbound marketing is that the latter usually involves a lot of pitching. With inbound marketing, businesses can often provide value without having to ask people to buy something. In other words, inbound marketing focuses on attracting, engaging, and delighting customers without asking them to buy.
Online Marketing vs Product Marketing
Now that you know the difference between online marketing and product marketing, it’s time to ask: Which should you focus on?
You may be wondering whether or not to prioritize marketing spend on your product or service vs marketing spend on growing your email list or attracting potential customers through paid advertising. Since your product or service is the main reason for your existence, it makes sense to focus on growing your customer base around it. This is especially true if you are a small business owner who wants to grow his or her business.
On the other hand, if you are looking to sell a product or service that you have already created, you may want to put more emphasis on marketing efforts to grow your email list.
Learn More About Online Marketing
If you’re new to marketing or looking to become more familiar with the subject, here are a few places to start your research: