Advances in technology are affecting every aspect of business, including marketing. The pace of change is fast, and it can be difficult to keep abreast and sift through the noise, finding what is pragmatic, useful, and necessary in order to grow a business.
But the Inbound Marketing Methodology is here to help. The only problem is this—Inbound, and what that means, exactly, can be difficult to comprehend if you’re strictly familiar with the outbound process. Understanding what inbound is, at its core—how it differs from outbound—and how and when it comes into play in the grand scheme of things are of the utmost importance for the wellbeing of your business.
What is Inbound?
Inbound Marketing is the process of publishing valuable content that potential customers will find online when they are trying to solve a problem or learn something new. Inbound encompasses content marketing, lead nurturing, and search engine optimization (SEO) and best practices (we’ll be writing another piece very soon on all of these things—no fear!). The core idea behind Inbound Marketing is to help people who are searching for answers to their most important problems, find the most valuable information available. Easy as that.
For more in-depth information on how you can get started with Inbound take a look at our quick start guide.
What Happened to Outbound?
The golden age of advertising is no longer upon us. Marketing companies cannot run ads in the newspaper, magazines, or on TV and radio and expect a flood of customers to show up at their doorstep these days. Outbound Marketing, the “original” form of advertising, has—let’s just say it—lost its edge.
Gone are the days of email users excitedly opening every marketing message they receive. Inboxes are flooded with junk mail, and anything that doesn’t look promising now goes straight into the trash bin.
Likewise, direct mail is in decline. Why? Because more and more people are moving online! Cold calling is also more difficult than ever. Many people are frustrated by the constant barrage of marketing messages and are instead opting to do the research themselves. The changes in technology are altering how people find goods and services and how they buy them.
So what happened to Outbound? Well, it’s out.