Inbound marketing is the new kind of marketing phenomena that companies have started relying on. Traditional approaches to marketing involved outbound marketing, which is basically putting out advertisements in various places to increase the number of people who are likely to view the company.
Inbound Marketing – The Concept
Inbound marketing, on the other hand, focuses on only those people who are already looking for similar products. It mainly works through the Internet. The objective of inbound marketing is to help customers in finding you, rather than reaching out to them blatantly. Inbound marketing is more likely to generate results, as the audience is much targeted and is already looking for the product you are selling. In order to attract audiences to your site or product through inbound marketing, you need to create fresh content that is informative and you need to ensure that the content is targeted enough to reach your audience.
Why the Sudden Interest in Inbound Marketing?
The sudden interest in inbound marketing reflects the changing consumer behavior these days. The Internet is a huge part of the consumer’s life and inbound marketing capitalizes on this aspect of the daily routine of the consumer.
Consumers are now accustomed to doing pre-purchase research and analysis in order to get the best deal and a wide variety to choose from. Inbound marketing understands this behavior of the customers and focuses on attracting them through content that is targeted to their interests.
Inbound marketing includes social media marketing, EBooks, podcasts, content marketing and blogging, infographics, PPC or pay per click advertising and search engine optimization. All these tactics and techniques work at attracting the customer to specific sites that are relevant to their search terms, and therefore, their interests.
The Decline of Outbound Marketing
Outbound marketing, on the other hand, bombards the customer with advertisements that they may or may not be interested in. It works on the simple principle that the number of people who view the advertisement is directly proportional to the number of sales generated.
Outbound marketing includes print and TV ads, banners and telemarketing among others. However, recent statistics show that the majority of people merely skip through advertisement that do not interest them and others often unsubscribe to companies whose incessant advertising irritates them.
In addition, the cost per lead for inbound marketing is 62% less than that for outbound marketing.
All these factors have led to the fall of outbound marketing in favor of inbound marketing, and companies now prefer to advertise themselves more through inbound marketing than outbound marketing.
If you find this article helpful, you may also want to read my previous article on internet marketing – 10 Biggest Challenges Faced by Internet Marketers. This may help you be a good internet marketer.