Understanding Outbound Marketing

Outbound marketing employs a series of push tactics to get in front of audiences that are segmented by broad demographics filters. This method of marketing attempts to reach out to as many people as possible to increase the probability of having someone who read the ad be interested in the offer to become a customer. It works on the premise of creating and distributing mass marketed ads and messages that satisfy broad needs of the audience. However, with the overabundance of activities vying for attention from the same group of consumers, the cost of outbound marketing is seen to have increased. There have also been laws to contain the outbound marketing activities.

Outbound Marketing in Singapore

Consumers are increasingly frustrated with the amount of unsolicited advertisements, marketing and sales calls intruding into their personal space. In many countries, laws have been passed to curb the reach of interruptive outbound marketing tactics in particularly telemarketing.

In Singapore, the DNC (Do Not Call) policy came into effect on 2 January 2014. This means that organizations can only cold call, SMS or fax marketing messages to numbers not listed in the DNC Registry. The DNC provisions only apply to B2C (Business to Consumer) marketing messages and does not apply for B2B (Business to Business) marketing messages. Any organization that breaches the DNC provisions is liable to a fine of up to $10,000 per offence.

Types of Outbound Marketing

1. Advertising – Print, Radio, TV, web

Displaying advertisement artwork or commercials in printed media such as newspapers, publications and billboards or over online media such as digital magazines, videos, and newsletters or broadcasted over radio and TV

2. Direct marketing

Creating direct contact and communicating with existing and potential customers to promote products and services through mail, telemarketing, SMS or electronic direct mailers.
Direct mail: this form of marketing includes sending mail such as letters, postcards, brochures, catalogs and gifts

Telemarketing: cold call or follow up call to a designated list of contacts
Mobile marketing: this form of marketing includes sending cell phone text messaging to a designated list of contacts or through location based targeting. It also includes ads and push notifications through mobile apps.

Email blasts: sending electronic direct mailers to subscribed, purchased or third party databases

3. Event sponsorship

To participate in a third party event such as an industry tradeshow or conference for the purpose of exhibiting one’s goods, or for networking, speaking or branding opportunities. Selection of event is dependent on the profile of the visiting delegates and the level of engagement the event offers.