Marketing

How To Improve The Result Of Outbound Marketing And Make It Measurable?

Are outbound marketing strategies still effective?

Many people think that outbound marketing techniques are getting less and less effective over time. When it come to marketing measurement and optimization, there is always room for improvement.

In this article, I’ll show you how to do the outbound marketing the inbound way.

Question: Is this picture considered an example of OUTBOUND Marketing?

Definition: Outbound marketing (n) is the traditional form of marketing (TV Ads, Roadshow etc) where a company initiates the conversation and sends its message out to an audience. Outbound marketing is the opposite of inbound marketing, where the customers find you, mostly through various paid and natural search engine marketing efforts.

[Source : Word Stream]

The answer to my question should be “yes” (Even a tree on the road can be a medium of outbound marketing.)

The publisher may be a good creative designer, but not a good marketer.

Some important marketing elements are missing in the ads.

#1 Call to Action

People might be interested when they read the ads, but there is no way to take action. The website URL below the tagline does not help as it is too small.

[Solution] : Put in an QR Code

Based on the statistics the Mobile Technology Fact Sheet from the Pew Research Internet Project,

As of January 2014:

• 90% of American adults have a cell phone
• 58% of American adults have a smartphone
• 32% of American adults own an e-reader
• 42% of American adults own a tablet computer

[Source] ]http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/

The QR Code makes it easy for viewers of advertisements to take action. Upon scanning it with their smartphones, the code will bring them to websites or landing pages where they can make a donation, or do whatever the advertisement is prompting them to.

However, do note that displaying the QR Code alone may not encourage people to take action – acall-to-action (CTA) sentence is needed too. For example, “scan here” explicitly directs people to do so.