Outbound Marketing

A traditional marketing approach which aims to direct potential customers to a business or organization by using techniques such as broadcast emails, advertising, telemarketing/cold calling, or direct mail. Often referred to as interruption marketing, outbound marketing utilizes methods that interrupt people in their daily lives to prompt a conversation, sale, or conversion.

The development of new technologies, greater access to information, and a wider variety of options for the empowered consumer has triggered a shift away from outbound marketing and toward inbound marketing. Due to its nature and methods, outbound marketing costs more than inbound marketing, but reaches a wider audience and yields potentially higher conversion rates.

The alternative to outbound marketing is inbound marketing. A combination of outbound and inbound marketing approaches is critical for marketing success.