As we move more and more into digital marketing age, marketing efforts are more about the customer journey. No longer are we pushing to customers, we are pulling them in.
We are doing this by using compelling offers and nurturing journeys for those that do not convert. Being where the customers are — whether it is Twitter, Facebook, organic search, paid or YouTube — the customer decides what they want, when they want it. And they are not just doing it on desktops — mobile consumption is increasing. The evolving of the "phablet" means consumers want to do their searches on devices they can take with them anywhere.
It’s no longer a push marketing world; it’s a pull marketing world. It’s outbound versus inbound.
But – Does Inbound Marketing Still Have a Place in Your Strategy?
It still does; inbound can complement your outbound marketing efforts. And for most companies, it’s a strategy that works. However, if you are doing more outbound marketing than inbound, here are five reasons why you should consider moving some of your budget to inbound in the New Year:
1. It’s More Real Time
The beauty of inbound, in particular with social, is that it is now — real time. If you are sending out an email to your customer, the offer or information may already be out of date. And having out-of-date information will result in your customer looking somewhere else.
2. It’s Less Labor-Intensive and Expensive
Creating emails can require a good deal of time and effort to put together. With social, sending out a message can be done in a matter of minutes. Creating a television commercial or print ad can be costly, while creating a paid search ad can be done with relatively low cost.
3. It Touches Consumers Where They Are
Customers today are spending more time on their mobile devices than watching TV. According to Mashable, U.S. adults spend about 11 hours per day with digital media. If your advertising dollars are spent on more traditional outbound marketing, you are not where your customers are spending their time.
4. It Might Not Get Read — Ever
A consumer may or may not read your magazine, see your TV commercial or see your email. Consumers are more likely to be searching or visiting social sites, and there is more opportunity for them to see your ad or read about your offers.
5. It Can Reach a Broader Audience
With inbound, your audience is anyone who is on the Internet. With outbound, you have portions of your audience who might not pick up your magazine or see your ad on TV. And since people are spending a good portion of their time on the Internet, having your inbound channels in place will ensure your message is there for any potential customer to see.
The usage of outbound marketing is still a viable option for most companies. However, with the increasing focus on digital technology with inbound, it makes sense to consider putting a higher investment in these areas.