Think back to the last time you were driving on a highway and saw a massive billboard with a slogan, company logo or even a call to action displayed in oversized letters. Did you pick up your phone immediately and call the company? Check ‘em out on Facebook? Visit their website? Or did you continue on with your drive, only to block the billboard’s message out of your mind altogether because you were more focused on finding the right radio station to listen to?
This is a prime example of a failed attempt at an outbound marketing tactic. Think about those “in your face” ads you see everyday: those banner ads on the sides of buses while you’re sitting in traffic, the seemingly shout-y car salesman on your television, the giant logo taking up half of the Sunday paper. Does this style of marketing entice you to research more about the product being advertised?
Probably not. Outbound marketing targets the masses and not the ideal target audiences like inbound marketing.With the exception of achieving brand or logo recognition (which, don’t get me wrong, is still important when branding yourself), outbound marketing typically eats up your marketing dollars faster than you can say, “Where are my results?”
