With outbound marketing, a marketer approaches potential customers. Outbound marketing therefore aims to find new customers and is aimed at a general audience. As a result, there is little focus on targeted content and the target group, which can be a burden to prospects.
Outbound marketing is less and less effective these days. First of all, because people are increasingly able to block unwanted marketing: a lot of e-mail ends up in the spam folder and an anonymous caller is usually ignored. Such techniques therefore deliver little in the way of lead generation, even though time and money are invested in them.
Secondly, we take in so much information these days (via TV ads and social media, for example) that a person simply cannot process all of it. So these days, creative ways of attracting consumers' attention are increasingly being devised.
A more effective form of marketing is inbound marketing.
What to look out for and what steps are best to follow....
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