Inbound marketing starts from the needs of consumers and not from the advertiser’s offer. That’s a substantial difference. You can state that in traditional advertising, at best, the needs of the consumer are the starting point.

But because of the limitations of the used channels (particularly all of ine channels), there is always one message that is sent to a large group. So little or no attention is given to individual needs, differences, behaviours or actions.



Since we’re no fans of grey zones and do not consider a definition starting from media channels very useful, we prefer starting from the consumer. For him, outbound equals each message he is unsolicitedly faced with and may therefore be perceived as annoying or intrusive. Inbound is any content he is looking at on his own initiative or that he receives with his consent. In other words, you can also initiate an inbound journey through outbound channels.

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