Outbound Marketing
Encyclopedia
Interruption marketing is a pejorative term that refers to promoting a product through continued advertising, promotions, public relations and sales. It is considered to be an annoying version of the traditional way of doing marketing whereby companies focus on finding customers through advertising
. (Confusingly, the ambiguous term outbound marketing
is sometimes used as a label for interruption marketing. This gives rise to an ambiguity because in the past the term had a different meaning, namely that information about finished product capability was flowing out to prospective customers who have a need for it i.e. benign marketing communication and product marketing
.)
is more about getting found by customers. The main components of permission marketing include content
, search engine optimisation and social media
. With permission marketing, the company is encouraged to build up a long term relationship with customers which can be beneficial in the long run. Also inbound marketing allows for a more targeted traffic on websites which increases the conversion rates. In fact, with technology, permission marketing is often considered to be less effective and more costly.
As per Brian Halligan, CEO and Founder of HubSpot, interruption marketing techniques are becoming less effective. He has stated that:
“Your average human today is inundated with over 2000 outbound marketing interruptions per day and is figuring out more and more creative ways to block them out, including caller ID, spam filtering, TiVo, and Sirius satellite radio. Second, the cost of coordination around learning about something new or shopping for something new using the internet (search engines, blogs, and social media sites) is now much lower than going to a seminar at the Marriott or flying to a trade show in Las Vegas.”
- Brian Halligan, HubSpot
However, most people are more accustomed to interruption marketing and this often results in companies spending more of their marketing budgets on outbound marketing. To be able to gain additional advantages, some companies are combining both inbound and outbound marketing and making use of multiple channels to reach a larger audience.
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
. (Confusingly, the ambiguous term outbound marketing
Outbound Marketing
Interruption marketing is a pejorative term that refers to promoting a product through continued advertising, promotions, public relations and sales. It is considered to be an annoying version of the traditional way of doing marketing whereby companies focus on finding customers through advertising...
is sometimes used as a label for interruption marketing. This gives rise to an ambiguity because in the past the term had a different meaning, namely that information about finished product capability was flowing out to prospective customers who have a need for it i.e. benign marketing communication and product marketing
Product marketing
Product marketing deals with the first of the "7P"'s of marketing, which are Product, Pricing, Place, and Promotion, Packaging, Positioning & People....
.)
Types of interruption marketing
Interruption marketing can be via various techniques, a few of which is listed below:- Trade show: event at which a good or service is exhibited
- TelemarketingTelemarketingTelemarketing is a method of direct marketing in which a salesperson solicits prospective customers to buy products or services, either over the phone or through a subsequent face to face or Web conferencing appointment scheduled during the call.Telemarketing can also include recorded sales pitches...
: act of promoting a good or service over the telephone - Print advertising: promote a product via newspapers or magazines
- Direct MailDirect mailAdvertising mail, also known as direct mail, junk mail, or admail, is the delivery of advertising material to recipients of postal mail. The delivery of advertising mail forms a large and growing service for many postal services, and direct-mail marketing forms a significant portion of the direct...
: promotional circulars sent directly via mail - E-mail spamE-mail spamEmail spam, also known as junk email or unsolicited bulk email , is a subset of spam that involves nearly identical messages sent to numerous recipients by email. Definitions of spam usually include the aspects that email is unsolicited and sent in bulk. One subset of UBE is UCE...
: electronic mails sent to large mailing lists - TV/Radio Advertisements: promote a product via television and radio
Usefulness of interruption marketing
The usefulness of interruption marketing to a business depends on what the company wishes to achieve. If the company has sufficient funds to invest in an advertising campaign and that the management wishes to have quick results, then interruption marketing may be most appropriate. Most businesses depend on interruption marketing to bring in their profits. Site Pro News has stated that the main difference between permission and interruption marketing is that interruption marketing can gives quick results and allows for a more scientific way to measure sales.Problems encountered with interruption marketing
With outbound marketing, marketers are often expected to find different ways to cope with the rejections from potential customers. Also, advertisements have expiry dates and once the expiry dates have been reached, the campaign will have to be started again. Thus, the return on investment of advertisement campaigns is rather low most of the time. Outbound marketing is often considered to be a poorly targeted technique as it cannot be personalised to specific customers. Moreover, advertisements often interrupt customers and as such, they may be wrongly considered by potential consumers.Permission and interruption marketing
To the opposite of interruption marketing, permission marketingPermission marketing
Permission marketing is a term popularized by Seth Godin used in marketing in general and e-marketing specifically. The undesirable opposite of permission marketing is interruption marketing. Marketers obtain permission before advancing to the next step in the purchasing process. For example, they...
is more about getting found by customers. The main components of permission marketing include content
Content
Content or contents may refer to:* Contentment, a state of being* Content , the highest common factor of a polynomial's coefficients* Content , an additive real function defined on a field of sets...
, search engine optimisation and social media
Social media
The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0,...
. With permission marketing, the company is encouraged to build up a long term relationship with customers which can be beneficial in the long run. Also inbound marketing allows for a more targeted traffic on websites which increases the conversion rates. In fact, with technology, permission marketing is often considered to be less effective and more costly.
As per Brian Halligan, CEO and Founder of HubSpot, interruption marketing techniques are becoming less effective. He has stated that:
“Your average human today is inundated with over 2000 outbound marketing interruptions per day and is figuring out more and more creative ways to block them out, including caller ID, spam filtering, TiVo, and Sirius satellite radio. Second, the cost of coordination around learning about something new or shopping for something new using the internet (search engines, blogs, and social media sites) is now much lower than going to a seminar at the Marriott or flying to a trade show in Las Vegas.”
- Brian Halligan, HubSpot
However, most people are more accustomed to interruption marketing and this often results in companies spending more of their marketing budgets on outbound marketing. To be able to gain additional advantages, some companies are combining both inbound and outbound marketing and making use of multiple channels to reach a larger audience.