By Carl Da-Costa-Greaves
We’ve been noticing more and more that Outbound Marketing is increasingly being brought to the forefront and possibly looking more likely to start replacing inbound.
What do we mean by outbound marketing? This is all of the “in your face” traditional communications that organisations and marketing companies have historically churned out to the masses. With a strong focus on getting people to buy and not much on listening to what people actually want.
Inbound marketing however sponsors the voice of the customer; listening to their needs, adapting products accordingly and engaging on their terms. It’s the total opposite to ‘interruption marketing’ and business is conducted on the basis of the customer coming looking for you – seeking you out from the crowd.
With limited time and tons of information at a finger tip, the way we present ourselves to this newly empowered customer is extremely important. Consistent messages across all online brand communications, and participating in helpful discussions and communities relevant to your sector will all gain you credibility and exposure, but you need to effectively manage the pipelines of information that are available for all to view.
Keep in mind also that purchasing departments are using the web to prequalify new business. So if something’s don’t stack up, then chances are this could go against you in the decision making process.