Inbound Marketing - What Does it Mean?

Posted by Peter Rastello

Feb 22, 2010 8:36:00 PM

A big change in marketing strategy is underway, and today it is a matter of jumping in or risk being left behind. Classical marketing methods simply do not work as well as they did in the past, and are on a downward slide. Older marketing approaches include:Watching TV

  • TV advertising
  • Print and Mail ads
  • Radio
  • E-mail
  • Telemarketing 

Basically, anything that interrupts with unbidden offers to buy can be classified as a classical, or ‘Outbound Marketing' technique.

It's interesting how things have changed. Back in the early days of television, there were only five or six channels to pick from, so for the most part people knew what was on the channels they weren't watching, and as a result, were content to sit and listen to the commercials when they came on. In fact, people often were interested in what was new in the market and didn't really have a problem with advertising because it was seen to be somewhat educational.

Today, we are inundated with interruptive advertising and as a result, have become extremely efficient at filtering these interruptions out:

  • TV Mute
  • Hundreds of channels to surf
  • DVR
  • Do Not Call Registry (DNCR)
  • Answering machines

So ROI from traditional Outbound Marketing methodologies is on the decline, but how are people shopping for the things that they need? A key reason for the degradation of Outbound Marketing effectiveness is both the advent of the Internet and the way that we have become accustomed to shopping today. By the time most people contact a sales person about a purchase, they are well down the sales funnel and often know as much or more about a product and it's alternatives than the sales person.

Inbound Marketing methodology represents a re-positioning of marketing strategy that takes advantage of the empowerment of customers enabled by the Internet today.

An optimal approach to applying this new methodology is in positioning a brand as a
thought leader within its industry by generously giving away value that addresses specific customer needs. By doing this, organizations can also establish themselves as the ‘go to' source for their products and services, attracting customers through Lead Nurturing Campaigns.

So, as long as the Internet is here, it's safe to say that the techniques of Inbound Marketing are here to stay too, although you should expect them to continually shift and change with the Internet itself. Change in this business is inevitable and it comes fast, so don't blink.

image by Grzegorz Chorus

Topics: Inbound marketing, Outbound Marketing, Internet Marketing, Inbound Marketing Methodology, Thought Leadership