These methods used to be the best option available for getting the word out there about your product or service. It’s now been coined as “Outbound Marketing”. We call it the “spray and pray” approach: spend a ton of money on implementing costly ads without real targeting options and hope that customers see it and take some sort of purchasing action. It’s not really effective anymore in comparison to the options available today.
Traditional advertisers sell their ads using impressions. “This billboard will get you around 200,000 impressions.” That’s great. But how many of those “impressions” are to people who actually want my product or service? How many of them are in the market to spend money for the thing that I offer? If you want to raise brand awareness and have more people see your logo, no doubt a billboard can make that happen. If you want to increase your sales, there are better ways.
Customers are numb to ads. They are bombarded every day with companies trying to get their attention. You have to be unique and you have to customize your ads to the individual you are targeting. You can’t use the same message for everyone anymore. Technology has enabled us to transform our marketing strategies from this outbound approach (spray and pray) to a more strategic approach where we can target individuals that fit a specific criteria and customize the messaging for them.
This has been coined inbound marketing: pulling in customers in your target that are already in the market for your product or service.
Examples of inbound marketing channels: