Digital Marketing - Study Notes:
Combining outbound and inbound strategies
Effective digital marketing strategies make use of both inbound and outbound tactics. In fact, outbound and inbound tactics should work together to nurture and close leads.
For example:
- TV ads can raise awareness of a new product and encourage customers to search for a specific hashtag. The brand can then optimize its content to appear in search results when people enter the key phrase.
- Content on a website can encourage users to sign up for emails. The company then uses this information to send out tailored offers in an email marketing campaign.
Example: Morgan Stanley
Morgan Stanley combines outbound and inbound marketing throughout the customer journey. It begins up-funnel with outbound display ads that encourage the user to watch a short, one-minute video or download a report.
At the mid-funnel stage, customers can then visit the website and read new content about the space economy.
The bottom of the report asks them to sign up for more ideas, shared via email. Prospective customers are then segmented based on their interactions with further content. High-interest prospects are contacted by wealth advisors, which is an example of outbound marketing to close sales.
Measuring effectiveness
The effect of outbound marketing on inbound marketing should be quantifiable and tied to the stages of the customer journey. In other words, you should be able to measure its effectiveness so you can adjust your strategies as needed.
Standard metrics include:
- Awareness: Impressions, views, and reach, for example
- Interest: Such as shares, likes, and time on page
- Desire: These include event sign-ups and leads
- Action: Trials and conversions, for example.
- Loyalty: Such as repeat sales and loyalty program sign-ups
Brooke Hess
Digital Marketing Strategist and VP of Paid Media (NP Digital)
Brooke Hess is a highly skilled and passionate digital marketer with an extensive background in the paid media space. While leading a team of Directors across strategy, paid social, paid search, and programmatic media, Brooke oversees paid media strategy for priority clients and develops effective strategies for new clients. Brooke is also recognized as a high achiever in providing effective educational opportunities for paid media professionals to ensure they get the most from their paid media strategies.
Neil Patel
Neil Patel is the co-founder of NP Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
