What you need to understand about boundless marketing
Posted: Wed Dec 04, 2024 3:31 am
There is no doubt that inbound marketing is flourishing today. Outbound marketing has fallen for many reasons, including high costs and overwhelming consumers with information.
Every day we are exposed to more than 2,000 outbound advertising messages ; it is becoming more difficult to capture attention, and there are more and more methods to avoid this type of intrusive content – spam filters, caller IDs, DVRs, satellite radio, among others. Not to mention telemarketing calls or telephone surveys, they are practically dead in this digital age.
This is when push marketing tactics can seem like an unwinnable war, as you are trying to attract people who are actively blocking you; in parallel, inbound content flourishes, with large graphics, videos and multimedia content of high relevance and quality, denoting wisdom and market knowledge on the part of the issuing brand.
Inbound vs. Outbound
Given all this, we could say that push tactics are simply dead… How can they compete against structured attraction plans, with provocative content, accurate metrics and a defined sales funnel? Well, don’t give up, traditional marketing still has a lot to offer.
Your brand’s inbound strategies will be much more effective with people who are part of the “Y” and “Z” generations – between and and onwards, respectively –; the vast majority of kenya business email list these individuals are connected to technology and are highly active on social media. The “Y” generation grew up with the Internet as a source of information, and for the “Z” generation, the Internet is now more of a lifestyle than anything else.
But where does that leave the older generations? Imagine an executive or CEO in his or her 50s or older; although he or she answers email daily, he or she is not a big social media user and does not fully understand – or consider – the importance of content marketing in today's economy.
4 newsletter examples that will help you improve your conversions
Let’s imagine you’re a software company trying to convince this CEO to buy your product. He’s unlikely to visit your site or read your corporate blog, he might never see your infographics or your one-month trial versions. Most likely, when he wants to make such a purchase, he’ll delegate the research to your staff; he might hear some stories about your company and services compared to your top competitors… it’s simply very unlikely that you can surprise him with your content strategies, since these are not his appropriate channels, and he doesn’t have time – or interest – in your articles or tweets, nor will he be generating likes on your Facebook page.
So what are his “yes” channels? He relies on his team’s research, word-of-mouth marketing, trade magazines and his extensive professional network. To reach their desk and mind, your company’s influence needs to extend far beyond social media… you need to be noticed, known and respected by the competition in your industry.
Achieving this requires smart PR strategies and mass exposure the 'old fashioned' way (not just by pushing one of your blog posts virally); let's face it, such influence takes years to build.
That's why both inbound and outbound marketing have their merits and should be used in concert to optimize your return on investment.
Bet on a marketing mix without borders
We know that to make an orchestrated and impactful use, a budget is needed; one could leave these positions to big names like Coca-Cola, Disney or Samsung, with large digital displays on New York avenues and a push towards their social networks with QR codes or augmented reality… but hey, creativity is the challenge, isn't it?
We must break paradigms and focus on boundless marketing ; that is, orchestrate ATL and BTL channels with inbound and outbound tactics.
Planning the best Email Marketing strategy: how to do it efficiently?
If you want to convince that CEO we already talked about, you will need a powerful mix of public relations actions, traditional advertising and face-to-face networking, backed by a strong Facebook campaign and viral content to surprise the 2nd line of action in his company. In a way, we will have to preach and be guided by a 'ying-yang' of fusion tactics between inbound and outbound: that is, boundless marketing .
Remember, not every work relationship happens on Linkedin: in many cases, a strong handshake, a game of golf or the ability to prepare a good whiskey is the best relational action. Don't be blinded by a single line, rather be agile, light and fearless but equip your actions with strategy; this will separate you from the rest - eventually, so take it easy.
Every day we are exposed to more than 2,000 outbound advertising messages ; it is becoming more difficult to capture attention, and there are more and more methods to avoid this type of intrusive content – spam filters, caller IDs, DVRs, satellite radio, among others. Not to mention telemarketing calls or telephone surveys, they are practically dead in this digital age.
This is when push marketing tactics can seem like an unwinnable war, as you are trying to attract people who are actively blocking you; in parallel, inbound content flourishes, with large graphics, videos and multimedia content of high relevance and quality, denoting wisdom and market knowledge on the part of the issuing brand.
Inbound vs. Outbound
Given all this, we could say that push tactics are simply dead… How can they compete against structured attraction plans, with provocative content, accurate metrics and a defined sales funnel? Well, don’t give up, traditional marketing still has a lot to offer.
Your brand’s inbound strategies will be much more effective with people who are part of the “Y” and “Z” generations – between and and onwards, respectively –; the vast majority of kenya business email list these individuals are connected to technology and are highly active on social media. The “Y” generation grew up with the Internet as a source of information, and for the “Z” generation, the Internet is now more of a lifestyle than anything else.
But where does that leave the older generations? Imagine an executive or CEO in his or her 50s or older; although he or she answers email daily, he or she is not a big social media user and does not fully understand – or consider – the importance of content marketing in today's economy.
4 newsletter examples that will help you improve your conversions
Let’s imagine you’re a software company trying to convince this CEO to buy your product. He’s unlikely to visit your site or read your corporate blog, he might never see your infographics or your one-month trial versions. Most likely, when he wants to make such a purchase, he’ll delegate the research to your staff; he might hear some stories about your company and services compared to your top competitors… it’s simply very unlikely that you can surprise him with your content strategies, since these are not his appropriate channels, and he doesn’t have time – or interest – in your articles or tweets, nor will he be generating likes on your Facebook page.
So what are his “yes” channels? He relies on his team’s research, word-of-mouth marketing, trade magazines and his extensive professional network. To reach their desk and mind, your company’s influence needs to extend far beyond social media… you need to be noticed, known and respected by the competition in your industry.
Achieving this requires smart PR strategies and mass exposure the 'old fashioned' way (not just by pushing one of your blog posts virally); let's face it, such influence takes years to build.
That's why both inbound and outbound marketing have their merits and should be used in concert to optimize your return on investment.
Bet on a marketing mix without borders
We know that to make an orchestrated and impactful use, a budget is needed; one could leave these positions to big names like Coca-Cola, Disney or Samsung, with large digital displays on New York avenues and a push towards their social networks with QR codes or augmented reality… but hey, creativity is the challenge, isn't it?
We must break paradigms and focus on boundless marketing ; that is, orchestrate ATL and BTL channels with inbound and outbound tactics.
Planning the best Email Marketing strategy: how to do it efficiently?
If you want to convince that CEO we already talked about, you will need a powerful mix of public relations actions, traditional advertising and face-to-face networking, backed by a strong Facebook campaign and viral content to surprise the 2nd line of action in his company. In a way, we will have to preach and be guided by a 'ying-yang' of fusion tactics between inbound and outbound: that is, boundless marketing .
Remember, not every work relationship happens on Linkedin: in many cases, a strong handshake, a game of golf or the ability to prepare a good whiskey is the best relational action. Don't be blinded by a single line, rather be agile, light and fearless but equip your actions with strategy; this will separate you from the rest - eventually, so take it easy.