Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

Is Traditional Marketing Still Important for Modern Businesses?

Is Traditional Marketing Still Important for Modern Businesses? Blog Feature

Ali Parmelee

Facebook Ads Lead, Paid Media Specialist, Speaker, 15+ years of PPC and Facebook Ads expertise

December 18th, 2017 min read

The way some marketers talk, you might think that they stopped making billboards and TV commercials some time around 2011. This isn’t the case of course, but there’s no denying that modern digital marketing channels generate a lot more attention than their older analog cousins.

There’s no question that modern digital tactics offer a number of real, significant advantages over more traditional methods like out of home advertising and print. At some point the question needs to be asked—does traditional marketing still have a place in a modern business’s marketing plan?

Outbound Marketing vs. Inbound Marketing

This dilemma is often framed as being about outbound versus inbound marketing tactics.

Outbound encompasses what we think of as traditional marketing—out of home advertising, TV spots, radio ads, trade show booths and direct mail are all outbound marketing methods.

Outbound gets its name because marketers push their message out into the world to be seen and heard by as many people as possible. This is also sometimes called “interruption marketing,” because ads often interrupt other content.

While outbound pushes a message out, inbound marketing works by attracting attention and pulling an audience in. Content marketing and social media marketing are two examples of inbound marketing tactics. Like all inbound methods, each creates something of genuine value in response to some need the audience has in common. This could be an informative white paper intended to address business executives’ need to make informed decisions, or a free online tool designed to automate some mundane task.

In other words, traditional marketing tells people what they want them to hear— inbound marketing gives people what they need.

The Advantages of Inbound Marketing

Inbound marketing’s advantages over traditional channels are striking.

As consumers become more informed and savvier about their purchasing habits, many traditional marketing tactics are losing appeal and effectiveness. People don’t like being sold to any more—they prefer to be interacted with. Inbound marketing is designed to appeal to this sensibility, and it works.

But don’t just take our word for it—there are plenty of statistics to back this up:

  • 43% of digital marketers say social media is one of their most effective tactics.
  • 84% of CEOs and VPs say they use social media to help make purchasing decisions.
  • Marketers who use inbound methods are four times more likely to be satisfied with their strategy than those who don’t.
  • A third of marketers think that outbound marketing tactics are overrated.
  • Organizations that rely mainly on inbound experience a 61% lower cost per lead than organizations that predominately use outbound marketing. 

The numbers go on.

Suffice it to say, when it’s done well inbound marketing more than pays for itself. Outbound marketing can’t always make that claim.

“A diverse #marketing strategy gets the best results” TWEET THIS

Where Traditional Marketing Still Fits

If inbound marketing outperforms outbound tactics while delivering a better ROI, does that mean it’s time to start abandoning outbound for good? Not so fast. While inbound marketing should form the bedrock of your marketing strategy, outbound marketing can have a useful supporting role.

For instance, compiling a contact list by offering a free webinar in exchange for contact information is a common inbound marketing tactic. This contact info could be used for retargeted ads, an email marketing campaign and more.

Or perhaps your main focus is on nurturing the bottom of your funnel, but you still need to build your brand and increase awareness. In this case, some strategically placed print ads may be the perfect complement to your inbound plan.

Outbound tactics like TV and radio ads can also be highly effective at mass market branding. Brand recognition developed with outbound tactics can be leveraged to improve the performance of an inbound content marketing campaign.

At the end of the day, the death of outbound may have been exaggerated. A diverse marketing strategy may get you the best results. Sooner or later, focusing only on inbound or outbound methods may mean foregoing the best medium for a particular message—or a particular audience. 

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE