Our clients tell us, that in using traditional outbound marketing techniques like trade shows, email campaigns to purchased lists, telemarketing, etc., get less and less effective over time. There are primarily two reasons.
First, people get daily overflowed with outbound marketing interruptions and as a consequence they figuring out more and more creative ways to block them out, including spam and caller ID filtering.
Second, there is a cost-effective and convenient access to a great variety of relevant information about vendors and their offerings using the internet (search engines, blogs, and social media).
Rather than doing outbound marketing to customers who are trying to block you out, we advocate doing “Inbound Marketing” where you help yourself “get found” by your prospects and customers already learning about and buying in your industry. In order to do this, you need to set your website up like a “hub” for your industry that attracts visitors naturally through search engines, the blogosphere, and social media. Instead of spending 90% of your efforts on outbound marketing and 10% on inbound marketing, we suggest that you flip those ratios.
For an eye-popping overview of the dramatic changes search engines, social media, and mobile technology have had on peoples behavior—and why it's time to transform your marketing now—check out this awesome, stat-filled report:
Transform Your Marketing