What is Outbound Marketing?

Outbound marketing attempts to initiate a conversation about a product or service by rapidly spreading word of its existence through a variety of traditional marketing methods. Whether a marketer places advertisements on the television or the newspaper, these traditional methods are still highly regarded by many industry professionals.

Outbound marketing reaches consumers through general media advertising as well as through in-person contact. Depending on the venue, the approach can be anything from TV advertising, face-to-face meetings, cold-calling or blanket emails. Through each outbound method, sales leads are generated and then followed by the sale.

As the Internet and mobile devices grow in popularity and offer new and creative methods of advertising, outbound marketing has lost some of its longstanding appeal. Nonetheless, some companies continue to dedicate as much as 90 percent of their marketing budgets toward outbound marketing.

The goal of outbound marketing is lead generation, making it critical to those businesses looking to gain customers. For those companies looking to get on the map, outbound marketing is the often way to reach the widest possible audience in the shortest amount of time.

Additionally, because certain outbound marketing strategies are no longer “in vogue” — for instance, a display ad in the Yellow Pages, or cold-calling people in the neighborhood — advertising through these means has actually become cheaper. Thus, a local restaurant might have a better return on investment through these means than by creating a social media presence.

The older the customer, the stronger the chance that outbound marketing will impact them. For one, it’s the style of marketing most older customers are used to. They’re comfortable with television and radio ads, and may even make a point of scanning newspaper ads and flyers when they’re ready to buy.

Outbound marketing also proves to be particularly effective in business-to-business marketing, and/or with transactions involving higher-end products. Although businesses may research other companies, ultimately they seek personal contacts established through faceto- face meetings, or networking at industry events and trade shows.

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