The term “Outbound Marketing” is used to define strategies and activities that fall under the more traditional interruption marketing approach of getting users’ attention by diverting them from the activities they are pursuing at that moment.
In sharp contrast to Inbound Marketing, in this case, there is in fact the use of one-to-many communication and the ‘use of more traditional media such as TV, radio, billboards.
In the digital field, the push approach typical of Outbound Marketing is re-proposed through the use of rather invasive advertising formats such as pop-ups, banners.
If we wanted to simplify a bit to better understand the outbound marketing approach, we could say that it tends to focus primarily on the product/service and the company/brand rather than on the end consumer. However, this certainly does not mean that the target audience is not taken into consideration within the strategy, but rather, as we have already specified in part, its involvement is undoubtedly more marginal. We address the target audience more than the individual person, and therefore some personalisation of the customer experience is not envisaged.
Although less focused on personalising the user experience, outbound marketing strategies and activities can prove effective, especially at an early stage of the funnel where it is critical to initiate contact with the potential customer.
Generally speaking, however, such activities usually have very high costs and do not allow for a quick and easy evaluation of ROI.
