Were you aware that 44% of bulk email messages is never opened? Did you know that the rest is sent straight to spam trays? This phenomenon originates in a new generation of consumers that has grown to become more demanding and selective, they are able to use powerful tools to quickly find information on products they are interested in, that is the point of origin of modern inbound marketing techniques!
This breed of unobtrusive, promotional methodologies has emerged as a result of the evolution of traditional sale strategies that are no longer effective and have basically been rendered obsolete. However, some aspects of conventional, direct marketing have been useful enough to survive, the question is: are they relevant enough to compete with Inbound marketing?
Next, we will compare both sales models in order to let you decide which one will bring the greatest benefit to your business.
Inbound marketing versus Direct marketing: The means to reach the public
Inbound marketing and Direct marketing use markedly different approaches to engage consumers. Inbound marketing emphasizes the use of digital channels, taking advantage of the virtues of the Internet as a tool that allows businesses to maximize profits through highly effective marketing strategies.
Direct marketing, on the other hand, is more suitable for advertising through television, radio, classified ads and the Yellow Pages, among others. It is a more concrete and straight-forward way to reach customers.
We believe that both can be equally effective but, Inbound marketing has proven to provide businesses with the most particular and attractive results. It adapts to that new type of consumer who prefers not to suffer through annoying ads during music videos, sports broadcasts or any other program they love to watch.
The use of each methodology will always depend on the target audience we actually expect to reach. There is a popular expression, recently adopted on the Internet, that says: “It has been ignored quicker than an ad on a YouTube video”; the attention span of modern users is a factor you should take into consideration when choosing the most appropriate marketing technique!
The personal tendencies of many Internet users dictate that they will, more often than not, ignore or dismiss intrusive advertising. This is a fact that you must not fail to take into account when designing marketing strategies that may bring the most desirable results.
Inbound marketing allows clients to find products they are truly interested in at the exact moment they search for them online. This creates a scenario where it is easy for new customers to search for your business and quickly make a reservation without leaving the comfort of their homes or workplaces.
Direct marketing uses ways to promote products that have a tendency to become irritating and disruptive, causing customers to lose interest very quickly.
Weighing audience acceptance
Direct marketing does not deploy an excess of detailed filters to reach target audiences, on the contrary, its range of action tends to have a massive reach. The problem with this is, that a large percentage of new prospects will get the immediate feeling that they are being targeted to buy a product or practically being forced to visit businesses they are not actually interested in, causing them to ignore such promotional efforts almost instantaneously.
Inbound marketing focuses on studying and directing ideal customers to the businesses that suit them best. It designs content marketing plans that aim to reach audiences at the exact moment when they search for specific products, increasing the chances of finalizing sales.
Direct marketing is a tool capable of reaching a large number of consumers but the messages it conveys lose impact whenever potential customers show little interest in the products it tries to sell. This is further aggravated by email campaigns that fail to address the specific needs of each customer by facilitating the creation of generalized content lacking any kind of personality.
Inbound marketing excels at making great use of customer databases, it also provides remarkable tools to monitor the traffic and activities of users who visit dedicated brand websites. It makes it easier to define the needs and type of content clients are interested in, resulting in a personalized experience that they will be greatly attracted to.
Marketing campaign costs
As we have already explained, Inbound marketing bases its effectiveness on winning strategies that capitalize on the resources offered by online digital marketing.
Inbound minimizes the costs of promotional campaigns by taking advantage of the features offered by blogs, brand websites, social networks and other online platforms. HubSpot, an inbound marketing giant, has conducted studies indicating that this methodology is capable of saving 61% of the capital invested by business owners who have opted to use it, a figure that drastically exceeds anything direct marketing has been able to achieve.
Being aware of these facts, it is necessary to invest in the creation of the most appropriate Internet platforms by hiring a highly prestigious digital marketing agency, capable of providing personalized tools to help increase the visibility of your brand! Once you achieve satisfactory results, you will be pleasantly surprised by the low cost and wide reach of campaigns that do not focus exclusively on the use of radio, television and other traditional methods of mass promotion.
Such tailored consulting services enable taking advantage of the benefits offered by Inbound marketing techniques, allowing your business to reach new stages of growth in which your ideal target audience will provide you with sustained levels of profitability. Customers who are committed to products and services they truly like, will not hesitate being guided through purchasing processes that lead to the completion of sales.
Direct marketing does not offer significant levels of personalization; the content it promotes reaches a wide spectrum of consumers, making it difficult to obtain easily quantifiable results. Television advertising used to be considered an extremely powerful medium, today it lacks the precision required to let brands know if they are indeed reaching the type of customers they are seeking to attract.
Inbound marketing, on the other hand, offers granular results that are very easy to measure, in fact it is one of the most valuable resources that can be used in any highly effective marketing strategy.
Interaction and customer feedback
Inbound marketing boasts features that allow companies to establish frequent interactions with their clients due to the advantages provided by online marketing. It facilitates detailed monitoring of the purchase process followed by potential customers and displays a great capacity to analyse the needs of consumers while offering the most meaningful ways to fulfill them.
Direct marketing does not provide the tools needed to measure the interactions of consumers exposed to dynamic online advertising, it is incapable of providing immediate customer feedback since it relies on unilateral ways of communication.
This creates an unnecessary challenge for customers hoping to express their opinion about the content published by your brand, making it difficult to conclude whether they are actually willing to pay for the products and services you offer.
As we pointed out previously, the actions taken by both Inbound and Direct marketing will always depend on the type of customer your business seeks to attract. Based on this fact, we suggest combining features of both strategies or, depending on your needs, creating highly specialized inbound marketing campaigns. Be cautious before attempting to launch promotions based entirely on traditional advertising methodologies, as they have proven to be an extremely ineffective way to meet the growing demands of modern consumers.