A combination is best
Use both in and outbound marketing when budget is available. While use of the web has increased tremendously – especially the use of social media – the time people spend on the web has not.2 The proliferation of smartphones, tablets, and other mobile devices allows people to do more within the same time frame, searching or sharing information while watching videos, socializing, shopping, or working. Watching television, however, continues to take the lion’s share of media time.3 Plus, direct mail continues to be an effective way to reach prospects, receiving higher response rates than email campaigns.4
With there being so many ways to reach prospects and customers, review your customer touch points to determine which ones make the most sense to influence given what your competition is doing. Keeping your prospect’s attention is challenging; your message needs to break through the ‘noise’ coming from different devices. With prospects being exposed to hundreds of advertising messages per day, you’ll want to make sure your message is targeted and resonates.5 And to increase recall, your message will need to be repeated in different mediums or communication channels to reinforce brand recognition and be top of mind when the prospect is ready to act. 6 By using a combination of in and outbound marketing tactics, you’ll have more ways to reach customers with reminders of your offerings.