Outbound Marketing include roadside banners, public digital displays, public internet kiosks etc. There are two ways of outbound marketing one is OOH(out Of home) and another one is DOOH(Digital out of home). OOH is the traditional print advertising, whereas DOOH is ofcourse the digitized version of the same channels, both in terms of display as well as buying and selling of these ad spaces.
DOOH is just the upgrade of OOH and has recently gained significant growth momentum. According to Statistica, DOOH ad spend in the US is expected to expand from $ 3.5 Billion in 2019 to $ 5.2 Billion by 2023. Entertainment, telecom, food and beverages, digital products are amongst the top outdoor advertising spenders today.
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Broadcast media:
Broadcast channels such as television, newspapers, magazines and radio are traditional outbound marketing channels used by brands to promote their products and services. Broadcast advertising campaigns often cost more than other channels – but they also provide mass awareness and are key to driving sales for broad-base B2C companies. The reason is simple – B2C products have a larger mass appeal than specialized B2B business/ niche B2C companies.
Digital Advertising:
One of the pain points of broadcast and OOH media is the lack of focused targeting of individuals that are best suited for advertising based on parameters as broad as demographics and interest, to granular targeting based on web browsing history and engagements. Examples of digital advertising include Google ads on text search and display ads across partner sites etc, and retargeting strategy across these ad channels as well.
Exhibitions and outdoor events:
Outdoor events such as trade shows and exhibitions are another traditional channel for outbound marketing, especially in the B2B sector. They help brands communicate with their prospective customers directly in a special setting, giving brands the opportunity to meet and warm up prospects, collect business cards for sales follow ups, expand networks for partnerships etc.
Email Marketing (one to one):
Similarly, buyers in different stages of customer journeys also take different approaches to find solutions. Hence, while mapping content to different stages of the buyer journey, you will be able to deliver the right message at the right time to the right prospects. This is why it is important to build workflows based on the buyer’s journey.
Email marketing (one to many):
Email marketing used to be a rather simple concept – send emails with links/ product infos to prospects. This used to be a direct and purely outbound activity, typically done by sales teams. However, now that we have an outpour of affordable, and in some cases even free to start, mass email marketing tools- this is now purely a marketing role, inbound marketing to be specific.