Inbound Marketing is on the Rise

November 16, 2011 By: admin Category: Marketing Tips

Thanks to the Internet, marketing has evolved over the years. Consumers no longer rely on billboards and TV spots — a.k.a. outbound marketing — to learn about new products, because the web has empowered them. It’s given them alternative methods for finding, buying and researching brands and products. The new marketing communication — inbound marketing — has become a two-way dialogue, much of which is facilitated by social media.

Another reason why inbound marketing is winning is because it costs less than traditional marketing. Why try to buy your way in when consumers aren’t even paying attention? Here are some stats from the infographic below.

  • 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 on earning, not buying, a person’s attention, which is done through social media and engaging content, such as blogs, podcasts and white papers. This content 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.

As consumers to flock to the Internet, the Internet marketing industry continues to evolve. In a two-way medium like the Internet, the traditional models of marketing are losing their efficacy, and new types of marketing are gaining steam by providing value for consumers increasingly put off by intrusive marketing tactics.

Inbound vs. Outbound

Inbound Marketing or “New Marketing,” is “any marketing tactic that relies on earning people’s interest instead of buying it.”  Inbound Marketing communication is interactive and two-way. Customers come to you via search engines, referrals, and social media. Inbound Marketers provide value and seek to entertain and/or educate.

Outbound Marketing or “Old Marketing,” is “any marketing that pushes products or services on customers.” Outbound Market communication is one-way. Customers are sought out via print, TV, radio, banner, advertising, and cold calls. Outbound Marketers provides little to no added value. Outbound Marketers rarely seeks to entertain or educate.

The decline in outbound marketing is a response to a recent and fundamental shift in consumer behavior. People are more in control of what information they receive and how. In outbound marketing, the company is in control.

Inbound Marketing is a marketing strategy that focuses on getting found by customers. Inbound marketers “earn their way in” in contrast to outbound marketers who have to “bug, beg, or buy their way in.”

ChartIt is clear that marketing is changing on a fundamental level as the Internet continues to revolutionize how we find, buy, sell and interact with brands and their products or services. The new age of inbound marketing is about providing added value and earning customers loyalty.

As the Holidays are fast approaching using the most efficient and affordable method for marketing your business is critical. At Systemtek Technologies we are constantly researching and utilizing the most current market trends to insure the most optimum results for our clients. If you are interested in taking advantage of a affordable and successful Inbound Marketing plan please contact our Marketing team anytime.

Leave a Reply