Outbound marketing is the process of reaching out to new prospects and establishing a relationship through digital media. Whether it is via email, social media, or advertising, this medium has unfortunately suffered a bad rap in recent times. Like any relationship, outbound is an introduction, so you will likely have to interact with your audience more than once to form a relationship.
For several decades, outbound marketing was the primary method of advertising. Audiences were reached mainly through direct mail, television ads, sales calls, radio commercials, billboards, and magazine advertisements. As in, unsolicited forms of communication the buyer was not expecting. Then, as the internet became more popular than the telephone, email advertising took over consumers' inboxes.
A common misconception about today’s digital outbound marketing is that it is intrusive and focuses more on the company's needs, rather than the customer's. In the beginning this may have been true. Think back to when vacuum salesmen went door to door in the 1920s. While this may have worked in that time, today’s users (particularly younger generations) are not as open to this type of aggressive sales tactic.
Because of this, outbound has drastically evolved in order to keep up with the ways of the modern consumer. While intrusive tactics pushing purchases are no longer welcomed, offering value in an authentic manner is well received by today's buyers. Through focusing on what customers truly want and their buying habits, outbound marketing has since transformed into a high-performing marketing practice that many are now turning back to.