Bob Bly, the renowned and prolific B-to-B copywriter, wrote an especially interesting column in this month’s Target Marketing. In it, he ranks 19 different marketing channels, classifies them as “inbound” or “outbound,” and rates them by lead quality and ROI.
Those classified as outbound include channels such as email marketing and direct mail, where the advertiser contacts the prospect. Those classified as inbound are those such as websites or social networking, where prospects seeks out the marketer.
Bly freely admits that his lead quality and ROI ratings are entirely subjective. Indeed, I’d take issue with a number of them. But when an authority I respect reports a different experience than my own, I figure it’s worth another look to see if I’m missing something.
Have a look at the list here. If nothing else, the extensive list of marketing channels may spark some ideas you haven’t considered.
