Back to Learning Center
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
Navigation_8_2021_flywheel

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Optimization

Website Design & Optimization
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified 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. 

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