Thanks to the technology and the internet, marketing has greatly evolved over the years. Consumers no longer rely on billboards and TV spots a.k.a. outbound marketing to learn about new products, because all the needed information is now readily available via the web. The internet has given consumers alternative methods for finding, buying and researching brands and products. The new marketing technique called inbound marketing has become a two-way dialogue, much of which is facilitated by social media. Other methods also include blogs, podcasts, video, eBooks, newsletters, whitepapers, SEO, social media marketing and other forms of content marketing which serve to attract customers.
Inbound marketing includes marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the company by producing interesting content.
In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, telemarketing and traditional advertising are considered outbound marketing. The decline in outbound marketing is as a result of shift in consumer behavior. Consumers are more in control of what information they receive and how. While in outbound marketing the company is in control.
Inbound marketing is winning is because it costs less. 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.” Additionally, the cost per lead in outbound marketing is more than for inbound marketing.
Inbound marketing focuses on earning, not buying, a person’s attention, by creating and providing content that is interesting, informative and adds value, creating a positive connection in the eyes of the consumer, thus making him more likely to engage your brand and buy the product. So it costs less and has better a ROI.
Mark is responsible for managing NSI Partners’ social media properties as well as providing support in client outreach and recruiting. Prior to joining NSI Partners, Mark received his Bachelor of Arts in English from the University of Colorado Colorado Springs.
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About NSI Partners
A digital marketing company with almost two decades of experience, NSI Partners helps clients achieve robust results in search marketing, social media, and other digital marketing spaces.