The Internet has profoundly transformed the way people learn about and shop for products. Ten years ago, companies reached their consumers through trade shows, print advertising, and other traditional marketing methods. Today, consumers start their shopping experience by looking on the Internet, in the search engines, the blogosphere, and social media sites. In order to remain competitive, businesses’ websites need to be found online by the consumers already searching for the products and services that you sell. Businesses must get found online by the consumers searching for their products and services in the:
- Search Engines
- Social Media
Outbound vs. Inbound Marketing
The Internet has changed the dynamics of the business world. For the past decades, marketers have used “outbound” marketing techniques such as trade shows and print advertising, where marketers push out a message far and wide hoping that it resonates with a few individuals.
These outbound marketing methods are becoming less and less effective for two reasons:
People are getting better at blocking out interruption-based marketing messages.
The average person is inundated with thousands of outbound marketing interruptions per day and is figuring out more creative ways to block them out, including caller ID, spam filtering, and on-demand TV and radio.
The Internet presents quick and easy ways for consumers to learn and shop.
Instead of flying to a trade show across the country, for example, a consumer can go the Internet to research and purchase products or services.
Today, consumers are going to the Internet to start their purchasing process. In order to remain competitive, businesses need to utilize “inbound” marketing techniques to “get found” by the consumers searching for their products and services online.