Outbound marketing, also known as traditional marketing, is a conventional marketing strategy in which companies actively send messages to a broad target group to promote their products or services. In contrast to inbound marketing, where the focus is on attracting prospects through valuable content, outbound marketing is about gaining the attention of the target group by placing adverts, making cold calls, sending emails or using print media.

Outbound marketing focuses on directly addressing potential customers, regardless of whether they already have an interest in the advertised product or service. This strategy utilises mass media such as television, radio, newspapers and magazines to disseminate broad messages. Although outbound marketing can still be effective in some industries and situations, the advent of the internet and social media has seen a shift towards inbound marketing, which focuses on personalised communication and added value for the target audience.

The effectiveness of outbound marketing can depend on factors such as target group relevance, timing and creativity. As it is less responsive to customers' individual needs and preferences, it can be perceived as intrusive. Therefore, it is important to choose a balanced marketing strategy that combines the strengths of outbound and inbound marketing to achieve the best results.