When it comes to outbound ecommerce marketing, there are no doubt different schools of thought. But one thing is for certain. We are currently in a paradigm shift that is becoming less and less tolerant of this type of loud and in your face advertising.
What is outbound marketing?
Traditional outbound marketing pushes products and services on the public at large. Think, for example, telemarketing, direct mail, cold calling, magazine ads, etc.
Zac Gregg, co-founder of Vital Design, a New Hampshire-based creative marketing firm explains that these days, outbound ecommerce marketing strategies are found in such digital distribution forms as email blasts, banner ads, pay-per-click, and spam.
Its defining quality, in effect, is in the message.
“Outbound marketing is interruption-based marketing,” he notes. “Its premise is to find a medium with a large following and periodically interrupt that following with disassociated ads.”
Inbound marketing is more effective
Rather than investing in costly outbound ecommerce marketing tactics that potential customers will likely ignore, why not earn their attention instead in a non-intrusive way?
To that end, inbound marketing is a more customer-friendly approach. At its core, it’s based on pulling readers in with interesting content, and, more importantly, without a noticeable sales pitch.
Here are just a few examples:
- Opt-in email subscriptions
- Search engine optimization
- Blog posts and relevant content
- Pertinent keyword usage
The emphasis with inbound marketing is on authenticity, raising brand awareness, and providing value. As a result, you are better able to attract and engage new customers.
Outbound ecommerce marketing may still have its place. But since the goal, in the end, is to build trust, credibility, and momentum with customers, using the hard sell approach, particularly these days, is likely to send them running in the other direction.
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