Outbound Marketing – What is Outbound Marketing?

Outbound Marketing  refers to any marketing action with which brands initiate unilateral communication with the user.
It is a type of marketing whose premise is to impact the user by impacting them even though they are not interested in the brand or trying to solve a problem they have.
The objective, therefore, is to reach the greatest number of people possible so that a small percentage of this audience responds by converting.

Outbound Marketing Techniques

Outbound Marketing includes traditional marketing techniques, but also others from digital marketing. Some examples are the following:  

  • Television and radio advertisements

  • Telemarketing

  • Press advertisements

  • Events and fairs

  • Display ads, pre-roll, SEM, social ads  

  • Some practices for sending mass email

Differences between Outbound Marketing and Inbound Marketing 

The main difference between Inbound Marketing and Outbound Marketing is that, while the former tries to attract the customer and guide them through the sales funnel from the attraction phase, the latter seeks to impact the greatest number of people possible despite the fact that the Most of them are not looking for the advertised product or service.  

Advantages of Outbound Marketing

Although the popularity of Inbound Marketing is increasing, Outbound Marketing offers some advantages:

  • Increased brand presence or branding

  • Reach people who are unaware of the product or service

Cons of Outbound Marketing

It also has some drawbacks:

  • Difficulty of measuring ROI 

  • Increase in blocking techniques (Ad Blockers)

  • High costs

  • Unilateral communication

  • Interrupts the user generating a possible rejection