Introduction

Today’s consumer is much more informed and knowledgeable about the products and brands they would like to opt for. Therefore, as a brand, one has to be seen in the right places at the right time to register optimistically in the minds of consumers. This makes the brand adopt different ways to have a holistic approach towards marketing. New avenues of marketing have emerged in the recent past and the popularity of social media has revolutionized the way marketing gurus used to view the concept of marketing in the years of yore. The field is much more dynamic and the end user or consumer is now the driving force. It is this demand to focus on the customer that has given rise to the different marketing methods that are prevalent today. Inbound and outbound are two forms of marketing that ensure that a brand spreads its products and services to customers.

What is an Inbound Marketing?

Inbound marketing is a recent phenomenon and is popularly known as the method in which brands help themselves get discovered by customers through paid and search engine marketing efforts. This type encompasses promoting a business through blogs, podcasts, ezines, white papers, SEO, social media marketing, videos, eBooks, and other forms of content marketing, proving that it pays to approach customers to the brand.

What is outbound marketing?

Contrary to inbound marketing methods, cold calling activity, attending seminars and trade shows, TV and radio commercials, print ads, sales brochures, sending spam, telemarketing, and other traditional marketing mediums are all in the range. outbound marketing. In a few words, it can be defined as a traditional form of marketing in which the company conveys its message to a target audience.

Benefits of inbound and outbound marketing

The main benefits of Inbound Marketing are:

• Highest chance of converting website visitors into leads

• Provides an opportunity to convert customers into high-margin repeat customers.

• It is profitable compared to the output

• Customers reach the brand through inbound marketing rather than the brand having to reach customers.

• Marketers can educate their customers through the input

• Easier to track and ROI can be established effectively

The main benefits of outbound marketing are:

• It provides an opportunity to attract the masses.

• Outbound marketing has a higher probability of lead generation since in this case the approach to prospects can be humanized

• Help in building a brand story.

Conclusion

Marketing can be used as an effective lead generation tool. Both inbound and outbound marketing can serve the purpose of generating leads. Organizations allocate 90% of their marketing spend to outbound marketing and only 10% goes to inbound marketing. This proportion has to change in the near future as today’s consumers have migrated to the world of the Internet instead of being present in traditional channels.