Inbound versus Outbound
Search marketing functions like inbound targeting and is intent-based
targeting. But intent-based targeting is not suitable for all customers or
categories, and reaches only a limited set of potential customers.
For broader reach, the firm also needs outbound targeting, and this often
takes the form of customer-background-based targeting.
This targeting can be based on:
Life style, Activities, Interests
Behaviors related to purchasing and media selection
Some commonly used media for customer-background-based targeting:
Online Display and Video Advertising: site-based targeting, contextual
targeting, behavioral targeting
Audience-focused mass media
For narrow appeal products, direct mail has relatively high ROI.
Analytics for Direct Mail/Email/SMS 3
Outbound Customer Acquisition
How to do Outbound Customer Acquisition:
Create value-communicating content
Reach customers who seek that value, with that content
Intuit and Brainstorm
Scan and Refine
Analytics for Direct Mail/Email/SMS 4