From Outbound to Inbound Marketing Strategy: Shifting Focus

  

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Last month we published the Top Inbound and Outbound Marketing Strategies. There we discussed the various forms of inbound as well as outbound marketing.

To have a short review, outbound marketing is described as the traditional way of marketing by pushing the messages and product information out to target market in the form of telemarketing, trade shows, direct mail, tv and radio commercials.

On the other hand, inbound marketing is the direct opposite of outbound marketing.  It is best described as getting the attention of the prospective buyers by making your business easy to be found and drawing the customers to your website by producing content which is valuable to them.  Inbound marketing includes content publishing, blogging, videos, ebooks, whitepapers, etc.

The term “inbound marketing” was coined by Brian Halligan, Chief Executive Officer and co-founder of HubSpot, an internet marketing company based in Cambridge, Massachusetts, U.S.A.

While outbound marketing is still widely practice today, it is also getting less effective as it is highly affected by the behavior of consumers.  Apart from being expensive, a lot of consumers considered it a nuisance and intrusion to their privacy.  People are now looking for creative ways to block these intrusions by installing devices such as caller IDs, spam filters, etc.  Here are some indicators that outbound marketing, according to HubSpot, is getting less and less effective.

• 200 million Americans have registered to Federal Trade Commission’s “DO NOT CALL” list
• 91% of email users have already unsubscribed from a company they previously subscribed
• 84% of 25 to 34 years old have left their favorite website because of intrusive advertising
• Tremendous decline of spending on trade shows

It’s time to rethink and reengineer your marketing techniques.  Here are some facts that worth to be considered:

• 6 billion mobiles used around the globe have access to the internet
• The internet has become the venue for consumers’ forum
• On Google alone, more than 10 billion searches are conducted monthly
• In the US, average internet users views 2,750 web pages per month
• 78% of internet users conduct product research online
• US internet users spend 3x more minutes on blogs and social networks than on email
• 91% of mobile internet access is to socialize
• Facebook, Twitter and Youtube are among the leading social networks
• 1/3 of US consumers spend more than 3 hours online everyday
• 24% of adults posted their comments about the products they buy
• 40% of smartphone owners in the US compare prices on their devices
• 1 of 5 mobile owners used their device to make a purchase

It’s time to shift your focus from outbound to inbound marketing strategy.  All you have to do is get your website found by your target customers.  So, set up your website and make it mobile-compatible.  Provide your site with content that is valuable to your customers then promote it in the social networks.