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Inbound and Outbound Marketing Defined

JUSTINE MURPHY, SENIOR EDITOR, justine.murphy@photonics.com

Sep. 1, 2016

Inbound, New Age Marketing

Inbound, New Age Marketing involves the promotion of a company through outlets available in the digital world.

• Social media (LinkedIn, Twitter, Facebook)
• Blogs
• E-newsletters and e-books
• Internet search engines
• White papers
• Video
• Optimized websites
• Event sponsoring
• Pay-per-click advertising

This content marketing approach also feeds off word-of-mouth among existing and potential customers, as well as referrals. “Inbound marketing is all about creating a good reputation. You’re earning your potential customer’s interest, rather than forcing your attention on them,” according to Kris Nickerson — founder of Kris Nickerson Inc., an agency that assists with lead generation, inbound/outbound marketing and training — in a LinkedIn article focusing on “helping businesses to generate leads and retain customers.”

Outbound, Traditional Marketing

Outbound, Traditional Marketing relies on more established marketing and advertising methods.

• Print advertising
• TV and radio advertising
• Billboards
• Direct paper mailings
• Cold calling
• Print sales flyers
• Telemarketing
• In-person meetings
• Trade show booths

Such marketing is essentially a proactive approach to establishing a customer base, and allows the company to make a quick impact on the target market. “It’s also easy to split test marketing pieces (sales letters, web pages, ads, etc.) to see what’s working and what’s not working,” according to Nickerson. “Done correctly, you can also easily track the path from putting out the advertisement to the potential customer coming back in on that same path using specific tracking codes and landing pages.”

Categories: Inbound Marketing, Outbound Marketing

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