Marketing has changed dramitically over the years. Thanks in large part to the Internet.
We no longer rely on billboards and TV advertising, examples of outbound marketing , to learn about new products. The Internet has empowered us beyond them.
As the Internet has evolved we have alternative methods for finding, buying and researching products, services and brands. The new marketing tools, or inbound marketing, has become a two way interactive medium, much of which is powered by social media and interactive websites.
Another benefit to inboud marketing is that it costs less than traditional marketing. Why try to buy your way in when consumers aren’t even paying attention?
- 44% of direct mail is never opened. That’s a waste of time, postage and paper.
- 86% of people skip through television commercials.
- 84% of 25 to 34 year olds have clicked out of a website because of an “irrelevant or intrusive ad.”
- The cost per lead in outbound marketing is more than for inbound marketing.
Inbound marketing focuses not on buying, but instead on earning a person’s attention. It accomplishes this through through social media and engaging content, such as blogs, postings, podcasts, current content and online white papers. The content is interesting, informative and adds value, creating a positive interaction in the eyes of the consumer, thus making him more likely to engage a brand and buy a product.
It simple costs less and has better a ROI.