Inbound and outbound marketing are the two major strategies used by businesses today. These two strategies are often complementary although they have many differences between them. Many companies are wondering what strategy they should adopt. We will see here what are the advantages and disadvantages of push-pull marketing strategies . In other words, what are the advantages and disadvantages of inbound and outbound marketing? How to weigh the pros and cons between these two approaches?
Inbound and outbound: The Differences
Inbound marketing or “inbound marketing” involves attracting the consumer to the company in order to encourage them to buy when they feel the need.
Outbound marketing is a strategy where the company is looking for its customers , trying to sell their products and services.
Inbound marketing centers its strategy on the consumer by educating and interacting with him, while outbound marketing is content to sell and does not interact very much with the consumer.
Inbound, the brand develops content whose purpose is to interest and therefore attract visitors to its website, turn them into leads (business contacts) and convert them into customers, while outbound, the brand sends marketing, promotional and advertising messages to the customer.
The media used by these two strategies are different, since inbound is based on content marketing, while outbound primarily uses advertising and canvassing.
After reading these lines, one might think that these two marketing approaches are totally opposed and that they can not be used together, but this is not the case.
deed, despite these differences, inbound and outbound remain two marketing strategies that remain quite complementary.
Companies can use them together and sometimes even have to use them together.
Inbound and outbound: Two complementary strategies:
There is often a tendency to oppose inbound and outbound but in reality there are also synergies between these two strategies.
Considering these two approaches as complementary, a company can afford the opportunity to leverage the outbound efforts through the inbound and thus allow a rapid growth of its audience.
The goal is to take advantage of both without the inconvenience of one or the other. In doing so, you take into account the entire life cycle of the consumer .
For example, you can integrate content into the emailing strategy, identify the interests of your prospects or customers, your emailing is even more targeted and the content exploited again, with a lead nurturing perspective that allows real value added to this channel.
You can also leverage existing content for educational webinars as inbound.
You have many other possibilities available to you that combine inbound and outbound.
Advantages and disadvantages of outbound marketing:
Outbound marketing combines techniques that detect targets for the company and identify their needs. These elements studied, the company will be able to define its famous “4P” of the marketing mix, with its product, its price, its communication (promotion) and its places of sale (place).
Establish a communication strategy at a cost that is quite high, as its implementation will require a large budget. Indeed, outbound marketing, you will use different media techniques to broadcast your advertising, whether through TV commercials, radio spots, press relations or emailing.
The advantage of an outbound strategy is that it is easy to create, often predictable and not very difficult to measure.
Nevertheless, the cost it generates and the efficiency it offers, are far from being to its advantage, and that is why we must resort to inbound marketing, support or replacement of the outbound.
Advantages and disadvantages of inbound marketing
Inbound marketing has a big advantage, it does not annoy the audience. This marketing approach is not intrusive for the consumer because it relies on educational and value-added content for the consumer.
Today’s consumer searches for information on their own, and does not want to be constantly bothered by brands even before they make any choice. The inbound has understood this very well, and the consumer does not feel attacked.
Moreover, setting up an inbound marketing strategy does not require a budget as important as in an outbound strategy.
This inbound marketing is aimed at a more qualified audience than traditional marketing, which increases your chances of acquiring new customers.
The conversion of incoming leads is better and it costs a lot less for a company.
What can be perceived as a disadvantage in inbound marketing, is in general, the lapse of time to obtain results. Indeed, it takes several months to get a ROI on the one hand.
On the other hand, setting up an inbound strategy also requires a certain amount of time, since it is necessary to create content and it will require human resources capable of writing this content.
Thus, we have generally weighed the pros and cons of these two strategies. To make your choice between one of them, or both sets, you must try to find out which strategy is the most suitable for your company, considering its activity, its budget, its resources, but especially, of its objectives and challenges.