Home > Marketing > Marketing has Changed – Outbound Still Here – Inbound has Arrived

Marketing has Changed – Outbound Still Here – Inbound has Arrived

Inbound

The Internet and Social Media has changed marketing.  We now live in a permission-based marketing culture.  The buyer is more than ever in control of any information disseminated to them.  The buyer is more in charge of the buying process than ever before.  They want to control what information they get and choose what organizations to engage with.

Currently to build successful marketing strategies, vendors have focus on the different stages of the selling cycle (the buyer’s journey).  Marketers need to engage with the  potential early-stage buyers and nurture their prospects (sometimes called Drip Marketing).  Marketers still need to do traditional marketing activities or “Outbound Marketing” like events but must also do new marketing activities which Hubspot created the term “Inbound Marketing” to describe.

Here are some of the differences between these 2 marketing philosophies. Inbound Marketing is about the following:

  1. Content
  2. Prospect’s permission
  3. Opt in mailings
  4. Search Engine Optimization (SEO)
  5. Customers in control of organization brand
  6. Pull sales method – 2 way communication
  7. Social media
  8. Adapt the message to influence audience
  9. Though leadership
  10. Quality philosophy

Outbound Marketing is about the following:

  1. Eye catching ads
  2. Interruption
  3. Non permission based email blasts
  4. Telemarketing
  5. Organization in control of organization brand
  6. Push sales method – 1 way delivery
  7. Broadcast marketing
  8. Repeat the message to educate
  9. Flashy ads with no educational value
  10. Quantity philosophy

People with the same interests are finding each other online, conducting conversations and creating groups that form communities that can become very influential with their respective members.  People do not want to be sold via the old way where they had few choices and had to believe the vendor’s marketing information.  Buyers want to provide permission to be sold to and marketed to.  They want information from trusted sources.  They want to be part of a community.  I am a big believer in Inbound Marketing and hope you are to.  To be successful, marketers need to understand the buyer’s journey and Inbound Marketing.  Let me know your success stories with Inbound Marketing.

 

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