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Outbound marketing, qué es y como combinarlo con inbound con éxito Saltar al contenido El outbound marketing o marketing de interrupción es la forma de comunicación unidireccional (de la marca al usuario), que aparece de forma inesperada para llamar su atención hacia el producto o servicio. Te lo explicamos de otra manera. Estás viendo esa serie que te tiene enganchado hasta última hora aunque al día siguiente madrugues. Llega el momento álgido del episodio, sabes que uno de los protagonistas va a morir… y ZAS. Anuncio. Atacar a uno cuando no se lo espera es una técnica del outbound marketing que bien podría haber aprendido de la mejor estrategia bélica. Una ofensiva inesperada que nos pilla con la guardia baja para que encajemos el mensaje sin opción a defensa. Pero ahora vienen las grandes preguntas: ¿esta estrategia del marketing tradicional es efectiva? ¿Se puede combinar con estrategias basadas en el inbound marketing ? Prepárate, que hoy en Gestion.org, el outbound [pausa para publicidad] marketing entra en escena.
¿Qué es el outbound marketing? La definición de outbound marketing te resultará más fácil de entender si directamente te traducimos el término al castellano: marketing de interrupción . Como te explicábamos en el ejemplo anterior, este tipo de mercadotecnia se basa en acciones destinadas a dirigirse al consumidor sin previo aviso. Sin embargo, volvamos de nuevo a esa escena en la que estabas viendo una serie. Si te fijas, aunque las paradas para publicidad siguen siendo interminables, ahora están utilizando otro tipo de estrategias. De nuevo, estás en ese momento cumbre del episodio en el que un protagonista va a morir… Y sí, de nuevo anuncio. Pero esta vez viene con un letrero que te dice que solo durará 30 segundos. No te da tiempo a ir a la cocina. No te da tiempo a ir al baño. No te da tiempo a nada, por lo que no te queda otro remedio que ver el anuncio para no perderte el inicio de la serie. Al final la idea es la misma: aparecer sin previo aviso o utilizar estrategias para «obligarte» a ver la publicidad. Por mucho que quisieras no habrías podido evitarlo, el anuncio se ha aprovechado del momento para llamar tu atención . La acción de outbound marketing ha funcionado, has recibido el mensaje. Ahora lo que queda por ver es si solo con «recibir» el mensaje es suficiente. Seguimos.
Diferencias entre el inbound y outbound marketing Ahora imagínate que ha acabado la serie y visitas el blog de otro seguidor al que sigues porque te gusta cómo analizada a cada personaje o las teorías que inventaba sobre qué pasará en el próximo episodio. Sabes que lo que encontrarás en esa web es atractivo y tú vas en busca del contenido. En el primer caso, y esta es la diferencia clave entre inbound y outbound marketing, el anuncio ha ido a buscarte a ti, no tú a él . En cambio, al blog has entrado tú por voluntad propia. Esto también sería aplicable a si encuentras el artículo por una búsqueda en Google o por un amigo que lo comparte en sus redes sociales. El periodista, en el mismo artículo sobre la serie, habla de un libro que ha escrito sobre los mejores series de la historia de la televisión. Una temática que justo te interesa. Gracias al contenido gratuito que ha creado, ha atraído a público cualificado (posibles compradores) para su producto (el libro). Esto es inbound marketing: atraer no perseguir.
¿Quieres saber en que consiste el inbound marketing? Entra en nuestra sección específica para él. Otro artículo que te puede interesar es: ¿Qué es un lead y por qué son vitales para tu negocio?
Otra diferencia importante es que el outbound marketing no tiene tan en cuenta al público objetivo . En el marketing tradicional no segmenta por que se trata de llegar al mayor número posible de usuarios. Todo lo que contrario que en el inbound marketing que sí realiza una segmentación profunda del mercado. Tanto que hasta se define lo que es el buyer persona (el cliente ideal). Gracias al contenido específico, atrae a un perfil determinado de la audiencia, que como vimos antes, por lógica también podrá estar interesado en en nuestros productos o servicios. Resumamos las principales características del outbound marketing:
Masivo : el outbound marketing no se preocupa demasiado de conocer al cliente.Inesperado : reclama la atención del usuario cuando este no la espera.Unidireccional : envía un mensaje que no espera respuesta.Cazador : va a buscar al usuario sin esperar que él venga solo.Incómodo : es una estrategia menos «amable» que el inbound marketing. Veamos ahora los pros y contras que conllevan estas características, pero antes puedes echar un vistazo a este vídeo que explica las diferencias de una forma muy gráfica.
Ventajas y desventajas del outbound marketing A pesar de su mala fama, adquirida por el abuso que se ha realizado, el outbound marketing no siempre supone un efecto negativo. Piensa que si no, no se seguiría usando (y la publicidad no tiene pinta de desaparecer). Vamos con las ventajas:
Ventajas Directo : va al grano, no se anda por las ramas, ese pop-up que te salta deja claro lo que quiere que hagas.Mensaje recibido : cierto que es necesario mostrárselo a muchas más gente, pero, bien hecho, funciona.Urgente y cortoplacista: transmite sensación de urgencia, compra impulsiva.Hace el trabajo sucio: el inbound marketing hace lo bonito, el outbound se ensucia las manos para convertir.Desventajas Intrusivo : Entra sin preguntar.Mala fama : El abuso de técnicas de outbound marketing ha terminado por «quemarlas».Ineficiente : Es necesaria mucha exposición para un mínimo de conversión, y eso es caro.Unidireccional : No existe interacción con el usuario que recibe el mensaje.Bloqueo : Cada vez hay más herramientas para impedir que esos anuncios nos lleguen. Hay estadísticas, como la que describe en este post InboundEmotion , que dicen que el retorno sobre la inversión en inbound marketing es un 25% mayor. Como decíamos antes, solo con recibir el mensaje no basta. Hay que interiorizarlo. Lo mejor, en cualquier caso, es combinar ambas estrategias para crear sinergias que de otro modo serían inalcanzables. Vamos a ver cómo.
Cómo hacer una estrategia de outbound marketing Aunque a menudo el inbound y outbound marketing se presentan como estrategias opuestas, podemos aprovechar lo mejor de ambas. Así optimizaremos nuestros resultados. En términos exclusivos de conversión, analicemos estas 2 situaciones:
Inbound: visitas la web del periodista pero no compras el libro.Outbound : ves el anuncio en la tele pero no adquieres el producto. En ambos casos, aunque haya más matices y objetivos, la tasa de conversión es cero . En cambio, la combinación de estrategias de inbound y outbound creará sinergias que por separado serían imposibles. Podemos captar tráfico por medio de la publicidad (outbound) y luego convertir esa visita en un lead gracias a regalarle un contenido gratuito (un lead magnet). O al revés. Si un contenido (inbound) es tan bueno que atrae a muchos usuarios, se le puede convertir en con acciones de outbound. Por ejemplo, con un pop-up con información del libro a vender. Los pop-up, esas ventanitas que se abren de repente cuando navegas por Internet, son una forma típica de outbound marketing. Es una forma «no amable» de pedir una acción al usuario, que, a poco satisfecho que esté con el contenido, le hará caso. Como puedes comprobar, el outbound marketing bien utilizado puede ser muy efectivo. Veamos más ejemplos.
Ejemplos de Outbound marketing Casi todos te serán conocidos y muchos los habrás vivido en primera persona. Sin juzgar su utilidad, estos son algunos ejemplos:
Puerta fría : estás en casa viendo el partido y llega un vendedor ofreciéndote un libro.Teléfono : una llamada inesperada de un comercial de televisión por cable.Flyers y folletos : caminas por la calle y alguien te da una publicidad que no has pedido.Pop-ups : los hay más y menos intrusivos, bien aplicados tienen grandes tasas de conversiónWelcome mat : se trata de otro tipo de pop-up. En el momento de entrar en una web, una publicidad ocupa toda la pantalla invitándote a suscribirte, comprar algo, apuntarte a un curso…Emails a bases de datos compradas : es la puerta fría pero en correo electrónico. Si te interesa lee este post sobre el mailing y este otro sobre el email marketing .Anuncios de radio y televisión: justo antes y durante el partido.Carteles publicitarios: en carretera, ciudad…Spam y publicidad en Internet: a todas horas en todos lados. Muchas de estas estrategias las habrás vivido en 1ª persona y lo más seguro es que como usuario te horroricen. Aunque cada vez nos dirigimos a un marketing más permisivo, no hay que olvidar que si este tipo de publicidad sigue existiendo es porque todavía funciona. Sin embargo, la tendencia normal sería que se suavizase o cambiase de forma.
¿Empiezas a ver el outbound marketing con otros ojos? Como usuario es lógico que odies este tipo de campañas, como dueño de un negocio la visión ya cambia. No obstante, no hay que olvidar que las campañas de outbound suelen ser bastante caras ya que requieren de impactar a muchas personas para poder ser efectivas. La clave está en usar lo mejor de ambas estrategias siempre y cuando no resultemos intrusivos. Pero ahora te toca a ti: ¿crees que el outbound marketing está condenado a desaparecer o todavía le queda vida para rato? Déjanos un comentario.