Small business marketing is on the rise, and traditional marketing strategies, also known as outbound marketing, are becoming less and less effective. According to a study ran by The Guardian, 86% of people skip TV ads, more than 200 million Americans are on the do-not-call list, and 90% of executives ignore cold calls.
Inbound marketing, also known as “New Marketing,” is any marketing tactic that relies on earning people’s interest instead of buying it. Inbound marketing beliefs include two way communication between the consumers and the business, which will potentially lead to more sales. Customers will come to you via search engines, social media, and referrals. With this type of marketing, the marketer seeks to entertain and/or educate in an effective manner.
Outbound marketing is defined as “any marketing that pushes products or services onto customers, when the audience is unwilling to buy. The communication is very one way, where the marketer or sales person does all the talking. Customers are found via print, radio, TV, banner, and cold calls. Consumers can easily tune out these marketing efforts, where the marketer rarery attempts educate or entertain their audience. Digital music and satellite radio make it easier for people to avoid radio advertising.
Most people get their news through the Internet, so people rarely see print advertising in newspapers or magazines. 44% of direct mail is never opened, and telemarketers are a thing of the past. Make sure you’re up to speed with your marketing efforts, because it’s easy to fall behind when you’re stuck in traditional, non-effective ways.