Definition of Inbound Marketing Versus Outbound In PERSPECTIVE

Definition of Inbound Marketing Versus Outbound In PERSPECTIVE:

Recently I was involved in a debate on FOCUS discussing how marketers can prepare for the new Inbound Marketing trend. It quickly descended into a discussion around a very narrow minded set of views and opinions and when they were challenged it soon exposed some very revealing traits.

I certainly didn’t initially receive the “+” awards that others did (and don’t really care), however considering the majority of the “mind-set” in that audience I’m not really surprised.

The response that first gained momentum narrowed the question down to “Inbound” and so did not respond to the original posters question which was about “Inbound Marketing” a current trend. It was an attempt to use phraseology to deflect the original question. A strategy seen in debating which allows the responder to skew their response. Whether this was intentional or unintentional I’ll let you decide.

Like all ideas, every one is multifaceted and to ignore an alternative view because of “conventional wisdom” or “academic bias” is not what marketing that breaks boundaries or generates results is based upon. We should, and must, challenge the status quo and be open to questioning everything.

Even our own sciences are being challenged as we broaden our horizons, such as the theories of general relativity and quantum mechanics who’s concepts become unstable at the micro (the very small – inner space – like electrons in atoms) and the macro (the very big, like black holes in outer space) levels.

Interestingly this problem has occurred as scientists have tried to unify or reconcile these theories, an evolution that I believe is occurring in sales and marketing today. Everything is constantly being challenged as we push our boundaries.

Consider for a moment this question: Which came first, the science or the industry ? Or: Did/does trade or business drive science or the other way around. I think you’ll find arguments and evidence for both sides of the story. Just like the chicken and egg.

Technology, science and industry are continuing to change the world, helping us to redefine many of our ideas and beliefs, across the board from religion to science. In between are established practices like business and marketing which we are also redefining the boundaries of, academically and in practice.

Instead of being the “inside out” thinkers of yesterdays marketing we must become “outside in” thinkers. As a result there is much confusion and use of phraseology within different contexts causing all sorts of confusion.

Given that I would like to propose a set of definitions for “Inbound” and “Outbound” in a more modern marketing context.

Here are the general concepts or ideas that I would like to define, which may challenge academic or industrial practise.

This will form part of a series of blog posts and the topic of which the titles I’m considering are shown below, however like any good entrepreneurial marketer I may change this as we go along.

1. Inbound And Outbound – Fundamental Communication Building Blocks
2. Inbound And Outbound – As Communication Channel Biases
3. Inbound And Outbound – Prevalent Modes Of Messaging
4. Inbound And Outbound – As A Ratio Of Relevancy
5. Inbound And Outbound – The Effect On Who Found Who First
6. Inbound And Outbound – Putting RISK Back In To Take RISK Out
7. Inbound And Outbound – Talking With, Instead Of At The Customer
8. Inbound And Outbound – Breaking Free Of Restrictive Budgets Through Cost Optimisation
9. Inbound And Outbound – Mix Modes And Tipping Points
10. Inbound And Outbound – Touching Across Channels Not Just Communicating Through
11. Inbound And Outbound – Engineering The Customer Experience As Well As The Product Or Service
12. Inbound And Outbound – Powerful Influence Combating Bland Promotion
13. Inbound And Outbound – Innovation & Differentiation Trumping Best Practise
14. Inbound And Outbound – The Deep Reach Back In
15. Inbound And Outbound – Views Based On Academic Concepts And Less Relevant Experience Compared To Modern Practise

I’ll be covering quite a few topics so I hope you’ll check back in as the series builds and I look forward to comments from different schools of thought on these topics.