The Internet revolution has brought about a great change in almost all aspects and areas of our daily lives, completely transforming some processes of human behaviour, such as the way we relate to each other, how we consume information or how we keep up to date with what is happening in the world.
Of course, it has also affected the way we communicate with brands or companies, giving rise to a new concept, inbound marketing, the methodology that focuses on attracting customers and providing them with value , to deal with the reduced effectiveness of the techniques used so far in the sector. But what are the differences between inbound marketing and traditional marketing or outbound marketing?
The method
Until the arrival of inbound marketing, companies tried to capture the attention of their customers by highlighting the features and benefits of the product or service they offered, often interrupting the audience without knowing whether or not they were interested in the product.
However, inbound marketing puts the focus on the customer rather than the product , kazakhstan phone number list trying to attract them with relevant content related to their needs. A radical change in the consumer-company relationship.
The objective
The traditional method has always pursued a single and exclusive goal: to sell, whether the customer needs the product or not. With attraction marketing or inbound marketing, companies do not directly seek to sell, but to satisfy the information needs of the consumer .
In this way, you can attract their attention by providing added value, leaving it up to them to decide whether they are interested or not in the product on offer. By opting for a non-intrusive relationship , potential customers do not feel pressured to buy, but rather perceive the company in a non-commercial environment.
The audience
One of the main differences between inbound marketing and traditional marketing is based on the size of the target audience to which the messages are sent . While outbound marketing is aimed at the general public and the way of establishing contact with potential consumers is cold and impersonal (with measurements in hundreds of thousands of GRPs, CPCs…), in the inbound methodology the messages reach a much smaller number of people who have also shown interest in the product or service offered.
Communication with the target audience
While traditional marketing is characterized by one-way communication, without taking into account the opinion of the consumer, both for good and for bad, the philosophy of inbound marketing is based on establishing relationships of trust with potential customers, obtaining feedback to understand their opinions and needs at all times. The goal is to create a connection between the consumer and the brand, from which both obtain a mutual benefit.
The tools
Outbound marketing is fire by saturation : calls from call centers, sending email marketing that borders on spam, inserting pop-ups and banners when you access a website , and pre-roll clips every time you want to watch a video wherever you are.
Inbound marketing is distributing quality content through blogs, social networks and websites. A slow method , it is about convincing without attacking . And the fact is that, at this time, the consumer has the power to search for what they need without having to wait for offers to reach them, so companies must be by their side, helping them to solve their needs at all times through content that provides added value.
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