What is inbound marketing is a question heard more & more. We compare inbound & outbound marketing in the digital age.
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Inbound marketing is a term which has not yet caught on in Australia, unlike in the USA - but it will. Of course, the opposite to inbound marketing is outbound marketing, and below is an article written by our Strategic Business Alliance Partner, Tracey Jarvis of Xpand Online, explaining the difference between the two marketing strategies.

You need to know and understand this information because it will save you money, and improve your business. If you are not taking advantage of digital marketing yet, or you still lean towards traditional business marketing strategies, you are probably doing you and your business a disservice.

What is Inbound Marketing?

Thanks to the Internet, marketing has evolved over the years. Consumers no longer rely on Billboards and TV spots to learn about new products or services, consumers are now searching online to find what they want before they purchase.

Inbound Marketing
'Inbound Marketing' is getting found online by your potential customer, through:


Traditional 'Outbound Marketing' was largely focused on outbound methods such as cold calls, print ads, attending tradeshows, etc. The idea behind these techniques was to get in front of cold leads and warm them up to the point where they would try your product or service. Outbound Marketing consists of:

  • Telemarketing
  • Tradeshows
  • Direct Mail
  • Email blasts
  • Print ads
  • TV & radio advertising

Inbound Marketing has empowered the consumer, its given them alternative methods for finding, buying and researching brands, products and services. The new 'inbound' marketing has become a two-way dialogue, much of which is facilitated by social media.

Another reason why inbound marketing is winning is because it costs less than traditional marketing. Why try to buy your way in when consumers aren't even paying attention. Here are some of the latest stats:

  • 44% of direct mail is never opened. That's a waste of time, postage and paper
  • 86% of people skip through television commercials
  • 84% of 25 to 34 year olds have clicked out of a website because of an "irrelevant or intrusive ad."
  • The cost per lead in outbound marketing is more than for inbound marketing

Inbound marketing focuses on earning, not buying, a person's attention, which is done through social media and engaging content, such as blogs, podcasts and white papers. This content is interesting, informative and adds value, creating a positive connection in the eyes of the consumer, thus making him more likely to engage your brand and buy the product. So it costs less and has a better ROI.

Tracey Jarvis
Online Marketing Consultant
Xpand Online

About Tracey

Tracey Jarvis is the owner and founder of Xpand Online. Tracey started working in marketing back in the mid 90's. Over the years she has worked in marketing & business development in many different industries such as Online Publications, TV Production, FMCG, Events & Finance.

She returned to Australia 9 years ago after gaining experience and knowledge working overseas for 6 years in the US, Spain, & Hong Kong.

After working in the online marketing & advertising industry in Australia since 2006, Tracey started her first online marketing business called 'Social Media Girl' in 2010, and in 2011 she launched Xpand Online.

Tracey is an expert in online marketing, as well as being a photographer & artist, and those skills help to bring a certain flair and style to the way she creates branding and campaigns for clients.

e: tracey@xpandonline.com.au
w: http://xpandonline.com.au/
tw: https://twitter.com/#!/TraceyJarvis
fb: https://www.facebook.com/SocialMediaGirl2



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Rob - JustWeb

09.11.2011


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