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This paper examines digital marketing. We present insights from a highly influential paper. Here are the highlights from this paper: This article tends to explain the differences between the Outbound Marketing strategy and the Inbound Marketing strategy, by offering a comparison of these techniques used by these two approaches. This paper aims to determine the impact of the "new marketing strategies" on the existent ones, and clarifies if these two strategies are complementary or independent for a company operating in a highly competitive environment. For our overseas readers, we then present the insights from this paper in Spanish, French, Portuguese, and German.
Keywords: digital marketing, inbound marketing, marketing strategy, online marketing, outbound marketing
SUMMARY
* Outbound marketing is interruption-based marketing, perceived as the traditional model of product promotion in which people have to stop what they are doing to pay attention to the marketing message or deal with it in some other way.
* The difference between inbound and outbound marketing is constantly challenged. Inbound marketing has now experienced growth compared to outbound marketing which is declining. In addition, the investments in the channels of inbound marketing have come to increase significantly, compared to other channels of outbound marketing that are now either stagnant or are experiencing slow growth.
* Volpe suggests that the difference between the incoming and the outgoing is artificial and meaningless. Moreover, he proposes a cross between the strategies of the incoming and outgoing marketing, defined as a gray zone.
* Inbound Marketing creates Top of Mind Preference, while Outbound Marketing is mainly focused on Top of Mind Awareness. With inbound content marketing programs, you can move beyond simple awareness to generate preference and implicitly brand addiction, this goal can be achieved through the positioning of a brand as the preferred choice.
* Inbound Marketing's great challenge is to get the consumer to find the company online, because of the highly competitive keyword space.
* Indeed, the mix of outbound and inbound marketing strategies can work most effectively and reach the most amount of people when done hand-in-hand
* Nevertheless, Inbound Marketing is primarily content marketing and its efficiency is superior to the Outbound Marketing efficiency because inbound aims to identify the target customers and adapt the communication, however it...