The differences between outbound and inbound marketing can get a little confusing. The easiest way to think about these terms is with the “in” and “out” prefixes in the words. Inbound marketing is the less intrusive form of advertising and means that customers come in naturally through methods through methods like paid and organic search and content marketing, which help you get discovered. Outbound marketing is where you purposefully try to engage the customer and disseminate the information out through traditional methods, such as radio and TV ads, email blasts, and trade shows. Many of today’s marketers suggest that outbound tactics are taking a backseat to an inbound approach. The demographic specifications you can set with outbound marketing are less stratified than what you can get with inbound marketing. For instance, an outbound approach like a billboard for a plastic surgeon is seen in one specific geographic area by all the drivers that pass it, even if only a few of the drivers are target consumers. On the other hand, an inbound approach can target women of a certain age group by location and a particular set of interests, so each person that views it is in the target audience. A healthy marketing strategy will include a diversified approach. It might make sense to test a few inbound and outbound approaches, implement ways to measure their success, and then see what works best for your business.