Understand Outbound Marketing and Push Marketing Strategies on Your B2B Strategy
Outbound marketing and push marketing are two different marketing techniques, but sometimes confused, as the nuance between the two is subtle and their commonalities numerous. Understanding what differentiates them will allow you to make the most of it to deploy your B2B marketing strategy.
What is outbound marketing?
Outbound marketing: definition
Outbound marketing is also called outbound marketing, which sums it up well, since the technique of outbound marketing is to push the marketing message to where your audience is. This is obviously an audience of prospects or consumers targeted according to specific criteria and defined according to your objectives.
It is you who go to meet this audience, outgoing marketing forces you to knock on your client’s door.
The different ways to implement an outbound marketing strategy
Outbound marketing brings together a large number of actions and marketing levers and is an important part of customer marketing.
Here are several examples of outbound marketing techniques that you can use, and even cumulate if it seems relevant to you:
- Cold email;
- Cold call;
- Direct mail;
- Graphic announcements;
- Television and radio advertisements;
- Press releases.
As a reminder, a cold email (Cold emailing) or cold calling (Cold Calling) consists of contacting customers who have not previously expressed an interest in your services or products. We are talking about cold prospects.
Inbound Marketing Vs Outbound Marketing
The main difference between Inbound and Outbound marketing is the approach:
- Outbound is outgoing marketing, the company goes to the consumer;
- Inbound marketing is inbound marketing, the consumer goes to the company (through an inbound marketing strategy subtly bringing the consumer to do this).
These are therefore two different techniques, but it is recommended to combine to maximize its results.
Push marketing: what is it?
It is not uncommon to read articles mixing Push marketing and Outbound marketing, as the similarities between these two strategies are important. However, they are two different concepts. What makes this difference and what do Outbound Marketing and Push Marketing have in common?
Push marketing: definition
Push marketing is a marketing strategy that involves pushing the product towards consumers. The approach is somewhat different from Outbound marketing strategy, since with Push marketing, the approach of bringing the product to the consumer goes further.
The company does not just solicit the consumer or communicate marketing messages to the consumer, it goes to meet the consumer through distribution or communication events.
To summarize the main difference between these two concepts, we could say that outbound marketing brings the message to the consumer, while push marketing brings the product to the consumer.
The different ways to implement a push marketing strategy
Here are different actions of “traditional” Push marketing:
- Participation in events such as fairs;
- Meet consumers by, for example, touring the beaches;
- Distribution of samples;
- Promotional operations in distribution with product highlights;
- Direct sales.
These traditional actions demonstrate the difference between Outbound and Push. The difference is much more subtle when you look at the main actions of Push Digital Marketing that can also be carried out, such as sending emails or incoming marketing SMS, or push notifications if the user has already installed the company application.
Common marketing strategies between Outbound Marketing and Push Marketing
Outbound marketing and push marketing strategies have many things in common.
Here are several strategies that these two techniques share:
- Cold or direct email marketing: this includes all uses of email made for marketing purposes, with the exception of marketing automation.
- Marketing SMS: this includes all forms of SMS usage in the context of commercial or marketing objectives such as service SMS, promotional SMS, etc.
- Push notifications: this is an alert message sent to the user of a smartphone via a mobile application already installed on his phone.