Outbound marketing involves proactively sending messages to potential customers through TV ads, radio spots, cold calling, email blasts, and billboards. The company goes to the customer, not the other way around.
It's the opposite of inbound marketing and can quickly reach large numbers of people. However, it's more expensive and consumers increasingly find interruption-based advertising annoying.
Modern businesses combine outbound and inbound strategies for maximum effectiveness. While inbound builds long-term organic traffic, outbound can deliver quick results for product launches and time-sensitive campaigns.