What is the difference between Inbound and Outbound Marketing?
Simply put, Outbound Marketing is any kind of marketing that a business does to promote or advertise their products or services. This can be anything from: billboards, TV, radio, and print (traditional) and email blasts, social ads, web ads (digital). And it can even include trade shows, seminar series, internal cold calling, and outsourced telemarketing. This is often called mass marketing. No targeting. No relevant or personalized communication. It is what most small to medium-sized businesses, like healthcare practices, do to try to generate business.
Inbound Marketing focuses on creating high quality, relevant content that pulls people toward a company and/or products or services — more naturally. By aligning the content that is published with a customer’s interests, it naturally generates inbound traffic that a business can then convert, close, and delight over time.
At eRelevance, our approach to customer marketing is a hybrid. We certainly do Outbound digital marketing (email, text, social ads, PUSH, Web channels) for our customers but the difference is that we target specific groups of their customers/contacts with relevant communication/messaging across multi-channels. This is profoundly different than mass marketing or advertising to anyone and everyone with a single, one-size-fits-all message. However, we go beyond this. We also do Inbound digital marketing (conversational channel) for our customers where we serve relevant content to a targeted audience of their customers/contacts to stimulate their interest in certain products or services using personalized interactive mobile conversations. Conversational marketing interactively moves a prospect or customer to take action. It’s like providing our customer’s customers with an “interactive micro website” on a collection of topics on a their mobile device.