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Most of the actions we take in marketing are oriented in two directions: First we present our products / services for users to find us when they make a spontaneous decision and perform an action that had not been raised in advance or the Push strategy (Outbound Marketing). Secondly using content to draw someone with content when they have a need to search to get information is what is referred to as the Pull strategy (In bound Marketing.)
Outbound marketing strategies are carried out to provide the products / services to potential customers. E-mail marketing is a big part of this technique, but gradually promotions and discounts using tweets or Facebook posts have been displacing traditional e-mails. Whatever the technique, the Push Marketing is boosting buying action through promotions and discounts.
Today, inbound marketing offers a higher probability of conversion, as it is the customer who is drawn to you with relevant content providing information pertaining to what they need or are looking for. Inbound marketing happens with the consent of the prospective buyer who has given prior permission for you to send advertising, typically through a contact form, mailing lists or newsletter.
Brian Conlin recently shared this in a recent article “It’s no secret that content marketing has become ubiquitous. After all, 93 percent of B2B marketers use it, a bump of 2 percentage points from 2012. However, just how effective content marketing is might surprise you. Despite costing 62 percent less than traditional marketing, content marketing generates about three times as many leads.” 59 Killer Content Marketing Stats: 2014 Edition—via B2C.
Today, people prefer to be informed and educated with relevant content that relates to their interest on a particular product or service they are researching and the ones with the most relevant content in their inbound marketing now will have the best chance of being contacted to begin the communication process with the intention of eventually winning their business.
Although both outbound and inbound marketing should be a part of your overall mix, the days of pushing your message to gain people’s attention are quickly fading and inbound marketing is taking prominence and statistics are showing the benefits that Inbound marketing offers.
Bill Cosgrove Straight Talk