As a marketing consultant, I walk clients through new marketing strategies that may feel uncomfortable. The fact is that ‘change’ – though uncomfortable – is inevitable especially in marketing.

Recently a client asked:

I've been hearing a lot of talk about "traditional marketing" versus the "new marketing." What is considered traditional marketing and how does new marketing differ from the old way of doing things? And which is better?

—Kate, business owner

 

The designation may simply be explained by a new way of delivering the information to clients.

  • Traditional marketing is “outbound. It’s sending out brochures, advertising, billboards, phone calls, hoping that someone will have a need at the exact moment that we reach out to them. Traditional marketing has also been called “interruption marketing”

  • New marketing is “inbound”. It’s getting found by your prospects when they have a need for your product. Inbound marketing is on their terms, when they are ready.

 

Consider the following facts:

  • More than half of all US residents and more than ¾ of all US adults are online.1

  • One third of US consumers spend at least 3 hours online every day.2

  • More & more of the things we used to do offline, like product research and getting news, we now do online.

The Internet has fundamentally changed the way in which people find, discover, share, shop, & connect. Today’s buyers don’t want to be sold, they want to reach out and find you. They want to interact with your website, download information, read what you have to say, and ultimately buy when they are ready.

 

So which is better? Let's take a look at Inbound Marketing Effectiveness vs. Outbound Marketing Effectiveness on the following graph:

Inbound graph resized 600 

INBOUND MARKETING TACTICS

So how, as a business owner, can you use Inbound Marketing? The answers lie in new delivery methods. Inbound marketing tactics are things like SEO, blogging, social media, website lead generation and lead nurturing. Additionally, these tactics are more cost-effective than traditional forms of outbound marketing. The most important part of Inbound Marketing tactics vs. Traditional tactics is that these new methods are more MEASURABLE. Marketers are shifting their budgets, and seeing measurable results. And that’s when new marketing gets fun.

 costperlead resized 600

THE INBOUND MARKETING PROCESS

The inbound marketing process involves three main steps: Get found > Convert > Analyze. It’s a way of connecting with clients and qualified prospects, and then converting them to new customers. B2B marketing veteran Ron Fink summarized the 6 benefits of Inbound Marketing in this way:

 

  • Consumer engagement fosters the customer relationship by enabling customers to interact with one another, a company or a brand.

  • Consumer empowerment adds value by giving consumers a voice, which can result in collaboration, insight and innovation.

  • Results measurement works with an inbound marketing system that has an established set of performance analytics.

  • Digital asset integration enhances the consumer experience at all touch points in the buying process.

  • Resource efficiencies allocate marketing resources to those activities that provide the greatest ROI.

  • Organizational connectivity enables functional areas to work seamlessly to reflect a focus on what they sell and support.

 

In summary – Inbound Marketing is proving to be the better choice of interaction for today's buyers. Embrace change because the only real failure is to live life without it. 

Take away point - Your prospects are on your doorstep; help invite them in. Adding a healthy dose of inbound tactics to the marketing mix can help boost results in a digital world

 

 

  • 1BLOGHER, APRIL 2011, PEW RESEARCH, MAY 2010, US CENSUS BUREAU, MAY 2011

  • 2THE MEDIA AUDIT, OCTOBER 2010

  • 3HubSpot's Inbound Internet Marketing Blog

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