Gone are the days when shopping meant planning it days before, going to endless shops, be it hot summers or chilling winters. Thanks to the web, things have changed. There has been a huge shift in the way people buy. One can shop from the convenience of home or office, whenever we feel like. To be more precise, we have more control over buying decisions, one can easily get product information, peer recommendations and consumer reviews.
These behavior patterns drive two types of online marketing:
- People mostly prefer shopping online. So the next step as a seller should be to tell them that you have a clear idea regarding their preferences and interests. This can be done through outbound marketing.
- Customers search and research online to know more about the things that they would like to purchase. What you need to do is that your app should be found as well as considered as authentic and trustworthy. This can be done by inbound marketing.
The concept behind outbound marketing is to attract attention, through interruptions or disruptions in the day to day life of potential customers. This can be done by sending email, unexpected sales phone calls or adverts on a webpage.
This is a common scenario for almost all of us. Every morning we are flooded with hundreds of such messages. Now that, these messages have become a regular part and keep over flowing out of the inbox, people have started ignoring and blocking them.
Now, coming to another impact on outbound marketing opportunities is the recent drift away from the mainstream broadcast mediums. The obvious mediums like television, radio and newspapers are on a decline mode and people are moving towards user-friendly and easy sources online. Even the use of email is decreasing as people find it easier to communicate through social networking apps and messages through mobile.
Using outbound marketing techniques should not be the only technique to be used, but there are good enough reasons to still try the
- You can use email campaigns and online adverts which are easy to implement.
- You can easily measure the effectiveness and results for better idea regarding the profit and loss.
- They are quite easy to scale. For data shows a net profit say Rs 100 in adverts, simply raise the amount that can be further spent.
- There are certain areas where inbound marketing cannot reach. This is where you can use outbound marketing techniques. There are some sectors or an industry where the customer does not research much while buying nor participates in any social activity. Thus signifying that the customer has some latent or unmet need which can get revealed through outbound marketing.
