Outbound
marketing
Marketers select a media
channel with proven
reach to the target audience, then
communicate the message about
brand or product to that audience.
Broadcast channels
Ads on prime time TV to find
widest possible audience—ideal
for raising brand awareness.
Direct mail sent to a general
audience using mailing lists, or
to existing customers who have
previously bought by mail order.
See pp.212–213.
Print advertisements in
special interest, hobby, or trade
magazines with proven circulation
to find a defined target market.
Presence at trade events for
increasing corporate visibility
and to reach a business audience.
Also called interruption marketing, outbound marketing involves a marketer
pushing a message to consumers. With this type of marketing, businesses
typically reach out to a wide audience by paying for advertisements on various
media channels. Although the audience may have no interest in the advertisement,
outbound strategy relies on delivering a high-impact message and generating
a response by creating familiarity through repetition.
Outbound marketing process
Broadcast
Marketers link offline
outbound campaigns
with digital channels as part of
an overall strategy to persuade
potential customers to respond.
Means of conversion
Radio advertisement that repeats
easy-to-recall phone number to
elicit immediate action.
Direct mail that makes high-
impact call for customer response;
includes postage-paid reply form
and customer service contacts.
Online advertisement that has
prominent position on web page
and clear click-through point that
invites customers to click, find out
more about product, and buy.
Flyer distributed door to door
that includes an appealing
introductory offer on the product
for a limited period of time.
Convert
Outbound marketing takes
a traditional approach to
grabbing consumers’ attention,
but may use both non-digital
and digital media platforms.
There are two stages to the
outbound process. First, the
company broadcasts a message
to an audience and tries to
convert them into customers;
second, it analyzes the results
to identify the channels and
campaigns that have generated
the most sales.
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how sales and marketing works
Outbound marketing
TYPES OF OUTBOUND MARKETING
Cold calling Campaign can be more effective
if conducted at the right time of day to suit target
audience; message should be scripted carefully and
delivered in a genuine tone. See pp.218–219.
TV commercials Although many consumers now
switch off TV advertisements, they are familiar with
and open to this type of media, and repetition gets
the message across. See pp.212–213.
Radio This medium is the world’s most popular
mass communication channel with a global reach,
and is ideal for outbound messages aimed at an
international market. See pp.212–213.
Guerrilla marketing The use of a creative
and unconventional approach in high-traffic
public places can be a cost-effective way to raise
brand awareness. This is a form of engagement
marketing. See pp.204–205.
Social media The types of advertising on social
media sites are increasing and include sponsored
posts, promoted pins, and direct forms, such as
banner ads. See pp.228–229.
Mobile technology Advertising that is tailored for
mobile devices takes the form of text and images, or
both, to offer special deals to users; promotions are
also made via apps. See pp.214–215.
Social lead targeting This strategy taps into
individual profiles from social media and tailors
messages, which are sent via online networks, such
as Twitter and LinkedIn.
Search engine optimization (SEO) keywords
Paying for popular SEO keywords relevant to a brand
can improve exposure by raising them in internet
search engine listings pages. See pp.230–231.
32%
of UK brands cut
outbound marketing
spend in favour of
spending more on
content marketing,
in 2013
Marketers monitor the
progress of outbound
campaign and adjust the mix of
media or other paid-for channels,
then measure campaign results.
Actions
Run control and test streams to
compare the success of different
media or campaign strategies.
Examine click-through-rate
analytics, which look at how many
customers have clicked through to
find out about or buy product,
to determine online ad success.
Measure direct mail response
rates, including breakdown
of different mailing lists or
target demographics.
Analyze sales by outbound
spend to establish which channels
offer the best return on marketing
investment (ROMI).
Analyze
Offline
Online
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