The marketing is full of buzz words that sometimes eventually obscure the essence of their meaning. It is good to remember from time to time what mean these key words.
Today, we look at the outbound and inbound marketing.Already, by their names, everything seems to oppose. Would the outbound out? And the inbound become in? What is really? What are the benefits of the one and the other? What is their future? How can brands take advantage? In lessons?
Outbound marketing: the desire to seeOutbound Marketing is marketing that buys space in the media, which procures global address lists or that invades places of sales in order to reach its target.You knew without knowing that it was called like that, traditional advertising, it is the outbound marketing.
All these pubs are imposed. They fit in your space, interrupt what you were doing, suspend what you were watching. In short, you have not sought, you have not requested, you have even not given your agreement to receive.These mass campaigns, even targeted, looking to get noticed at all costs (and at the price that it costs sometimes, it ends up doing expensive). It's the fault of their quality. In 2014, the era of social networks and the immediacy, the hour of glory of intrusive advertising seems to be definitively passed.Inbound marketing: the art to findUnlike traditional marketing, inbound marketing target its audience in a way much more sharp and fair so that it is he who finds it.This is no longer brand seeking consumer, but the consumer looking for the brand.Finish marketing intrusive and noisy. Thanks to social networks, using search engines, with the support of techniques like SEO (Search Engine optimization), the brand joined consumer more open, more interested and, above all, much more targeted.The trend is strong and marks are more join this way of communicating that finally sticks to their needs, their means and time air.
Branded content: content that lastsNow, the creation of branded content therefore fits in duration and depth. Then traditional commercial messages lasting less and less, the buzz are more ephemeral and that campaigns must change the concept more and more frequently, the strength of the branded content is in its durability.Relevant, useful, sharp and timeless, the content is part of the spirit of the brand.
Should abandon traditional advertising?If the heyday of the 30 second TV or the billboards is history of the past, mass pub has a few nice years ahead. We will always need images that hit and brands that are noticeable. But alongside, or instead at the base, it is essential for brands that want to take to affirm their minds and to share their identity through a richer, more complete and more explicit content.
