7 Ways Your Marketing Needs to Change
February 3, 2010 by: Shari
from Inbound Marketing: Getting Found Using Google, Social Media and Blogs by Brian Halligan & Dharmesh Shah
Shopping has changed . . . Has your marketing?
People are becoming more and more sophisticated in their ability to block traditional marketing and advertising messages.
Ten years ago, these techniques worked . . .
1. Buying a large email list of targeted names.
2. Hiring trained salespeople to conduct one-on-one appointments.
3. Sending direct mail to a large list of people.
4. Spending big bucks on TV commercials to reach out the masses.
5. Placing radio spots were heard by people in homes, cars, and the workplace.
6. Setting up a tradeshow booth to reach a business audience.
7. Advertising or being written about in a trade magazine for a targeted market.
These strategies — traditional outbound marketing techniques — are now categorized as interruptions, and consumers have any number of ways to avoid them. Inbound marketing is the way for people to get the messages they want and ask for.
FURTHER READING:
Inbound Marketing: Getting found using Google
Inbound Marketing Builds Genuine Relationships for Mutual Gain
HubspotTV [weekly podcasts on inbound marketing]
Individuals are running circles around your brand
Convince your boss to go social
Is social media the answer when traditional marketing sucks [panel discussion w/ videos]
15 Social Media Maxims for marketers
The birth of Inbound Marketing -a graphic
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I can see why outbound marketing will be an interruption. I definitely try to block advertisements like spam emails by just deleting them. I have to say that I am more attracted to inbound marketing because I like to search for websites and get the information on my own. It’s best when you search for what you want to find instead of getting all kinds of advertisements at once. I have a question, why inbound marketing isn’t as popular as outbound when outbound is so expensive?
Yessi, the easiest answer to your question is that Inbound Marketing is NEW . . . and many “old” companies have yet to understand that the world and consumers are changing.
But firms are learning. For example, this year Pepsi decided to forego advertising on the SuperBowl for he first time in 23 years . . . and has budgeted $20 million to internet [i.e. inbound] marketing.
Give companies time and you will certainly see a turnaround.