You have probably been surfing the Internet or watching tv recently. Have you noticed those ads that you don't understand why they are there, but they are?
To understand this idea, we have to know how to differentiate between Inbound and Outbound marketing.
Outbound marketing is the oldest method; the prominent example is the ads on tv that constantly interrupt films or programs the audience watch. This is a push strategy because it is not the willingness of the consumer but the company who push the advertisement in front of these people, who are surely annoying with the idea.
That is why later a new method has been created, the inbound marketing, who study what the consumer seek and try to fulfil its needs.
CASE EXAMPLE:
Imagine you're watching TV. With a push strategy, advertisements about something you are not interested in will appear in front of you interrupting the film you are watching.
This is the leading cause why every day more and more people prefer to watch films and tv series on Netflix.
Imagine now you're checking your Facebook account and suddenly an ad appears on the right side of the screen reminding you about those shoes that you have been looking, but you have not already buy them.
It probably annoys you because advertisement always annoys, but this is done by SEO, they know what you are looking for, and they put it in front of you. Is not as aggressive as the other method and in general, it attracts more.
PROBLEMS OF OUTBOUND MARKETING
As we have mentioned before outbound marketing is a push strategy, the traditional method that try to be appropriate for a large number of people.
This is the main problem because the message tries to reach as more people as possible with the same message, and this leads to general content that does not hook.
Other current problems:
- 60% of people download TV shows to avoid advertisements. And this percentage is increasing with the new streamings such as Netflix, HBO, PrimeVideo…
- People avoid listening to the radio and prefer to use Spotify to avoid advertisements. Also, the premium Spotify users are increasing for the same reason.
- There is around 2.14 billion $ in loss of revenue due to ad blocking apps, and this is increasing.
CONCLUSION
Nowadays, the consumer has a lot of power to avoid ads; the marketer has to adapt and look for other more personalized methods to reach the client.
WHAT WE HAVE LEARNED WITH THIS POST
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