If you've been immersed in marketing for many years, the recent trends in the industry might concern you. It's all so much to keep track of and adjust to!
One of the latest of such trends is inbound marketing. As if everything else wasn't enough, there's this term to add to your repertoire. But luckily, if you know marketing, this shouldn't be a tough adjustment! To define the term: Inbound marketing involves creating quality content (via eBooks, videos, blogs, etc.) that pulls people towards your company and product, rather than pushing them. This way, when people are exposed to your company, they actually want to be.
Given the ease of searching for information online, most people have made the internet their main source of knowledge. Traditional marketing doesn't consider the fact that people are intentionally engaging themselves when searching for content on the internet. Our non-traditional marketing strategy of inbound is based around this engagement fact, it turns out.
Traditional advertising disrupts us.
When we listen to commercials on TV or on the radio, we're just anxiously awaiting the return of the content that brought us to that channel or station.
The best online marketing tools do not annoy. Instead, many inbound marketing efforts have the main purpose of delighting people! This content often involves responding to consumer feedback to give people what they want.
Yes, traditional marketing, at its best, is engaging; everybody loves a good GEICO commercial. You probably see 1000 commercials before you're in market to buy for every 1 that you see when you're already in market.
Traditional marketing often hits at times not relevant to the buyer.
You shouldn't feel bad about having used disruptive techniques, though. For a long time, they were the only viable marketing methods. But this is why paying attention to new marketing trends is pivotal; we're becoming better and better as marketers at giving consumers what they want.
At this point, you may be wondering, "How do I get started with inbound marketing?"Well, like any aspect of marketing that you studied in school, this mythology requires due dillingence on your part to understand it fully.
Luckily, there are plenty of resources out there for you to learn from! The best favor you can do for yourself is to become educated about inbound. When is the last time you evaluated your new media strategy? Believe it or not, there are some simple and easy ways to receive an assessment or starting point. We'll grade your online efforts for free!