Inbound or Outbound Marketing: Part 2 Why is it Important?

In a previous blog, I talked about the difference between Advertising and Marketing.  In this blog, I'd like to talk about Inbound vs Outbound Marketing and why Inbound is becoming more important

Outbound marketing are those marketing activities that are focused on finding customers for your company.  In's a numbers game in which the further and wider you cast your nets, the higher your chances of finding a customer.  Now notice I said "chances".  This is because any targeted effort will have a always have dry areas.  Of course you can't know where those areas are and there are techniques to help your "hit" ratio (i.e. you may not find it profitable to send lingerie ads to certain segments).  At the end of the day, it's a hit or miss process that has some levers that you can use to help things along.

Inbound marketing is very different.  It is focused on being found by customers that are looking to buy.  They are motivated, educated and will move quickly when they find what they want.  The trick is to be ready for them, to provide the answers to their questions and to move them alone the sales process in their timeframe.

Now why is all of this important?  It's important because it's efficient.  Efficiency means lower costs to acquire and sell a customer.  At the end of the day, isn't that why we are in business?

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