Referees Urge Marketers To Stay In bounds
How marketers are changing the way they play the game
By Lucas McKay
First of all, there aren’t actually refs blowing the whistle on marketers. The whistle blowing is coming from within.
Marketers, since the dawn of the technological age, have used a traditional scheme to promote their goods and services. This scheme usually consisted of pesky commercial interruptions, intrusive cold calls, spam emails, and many other “in your face” marketing tactics. Tactics that are soon to be extinct due to the new ways people are finding ways around this disruptive marketing. TV viewers are able to record their favorite shows and simply fast forward through the commercials, people immediately hang up on telemarketers, and there are now spam filters on email accounts. So how in the world are companies able to market something effectively anymore?
The answer is Inbound Marketing (hence the title). Inbound marketing is a more customer centered marketing scheme. Before, marketers spent all their time and money on finding customers. Now, marketers have aimed all that energy towards getting the customers to find them.
Inbound marketing is about being a part of the conversation. Being a part of the conversation involves sharing helpful information that may be appealing to consumers, it’s about drawing people in. Inbound causes you to create a marketing tactic that people.
Companies use inbound marketing to empower their customers. They do this by taking advantage of the overwhelming power that buyers already have, which is usually right at their fingertips. People don’t call sellers asking to buy anymore, they simply do their own research and buying online.
Companies are taking advantage of this by adhering to the inbound methodology (pictured to the left). This methodology uses blogs and publishing to attract buyers, forms and calls to actions to convert buyers, emails to close on buyers, and surveys to get feedback from the buyers.
This methodology is a far cry from the traditions set by early marketers, but proves effective in this day in age.