Over the last decade, marketing sure has changed — a lot. The simple truth is, what used to work really well isn’t working so well anymore.
Traditionally, marketing has been done through TV and radio ads, newspapers and magazines, cold calling, direct mail and press releases. Traditional marketing is basically “push and pray” says Scott Stratten, President of UnMarketing. Push out messages and pray that somebody pays attention and takes action.
But nowadays, customers are inundated with advertising messages and empowered to block them. Consider:
- TiVo allows your customers to skip your commercials
- People often listen to iPods in their cars now instead of radio
- Many newspapers and magazines have gone out of business – people get their news online now
- Caller ID enables people to ignore your cold calls (assuming they haven’t already signed up for the Do Not Call list)
- Direct mail pieces have low conversion rates and often get put into a recycling bin unopened. (I bet you do that.)
- Spam filters have gotten better and better at blocking unwanted emails.
Inbound marketing presents a different, more effective approach. Here’s why (and how).