Why is inbound the best alternative to traditional marketing?
Posted: Tue Dec 03, 2024 6:23 am
Before delving into the whys and the answer to this question, we must look at the nature of marketing itself: advertising is a form of communication that emerged as a tool to increase consumption, and therefore, its very definition is to want to influence the customer's decision and "manipulate" them, directing them towards the optimal environment that allows the sale.
Table of contents
why inbound marketing emerges as an alternative to traditional marketing
tools that inbound marketing uses to reach its audience
to achieve this, advertising traditionally uses conditioning elements that wholesale email list should not be perceived as intrusive by the target individual. In other words, the effectiveness of an advertising medium depends on whether it is not detected as advertising or whether it is useful to the target audience and therefore attracts their attention.
It is this entire ecosystem that delineates a “thin line” that separates advertising from intrusiveness, information from deception. A thin line that many advertising media have crossed, producing in the viewer a feeling of “obligation”, of having to expose themselves to the brand, put up with endless blocks of advertising while watching their favorite program or, what is worse, having their personal space invaded by receiving uncomfortable messages in their email about products whose information they have not always requested.
The ambition to reach a large number of potential customers and the emergence of new channels with a high degree of penetration such as the internet, have overwhelmed traditional marketing in favor of other less intrusive forms of advertising.
It is at this last point, added to the appearance of new channels with the internet as the protagonist, where the need arises to "reinvent" the way of practicing marketing and return to the client the usefulness of what is advertised, eliminate the term "spam" from advertising practices and seek a necessary agreement with the viewer in order to be able to produce practical advertising, useful both for those who produce it and for those who consume it.
It is in response to this need that the so-called inbound marketing emerges, but what is inbound marketing ? An alternative to traditional marketing that bases its principles on eliminating the intrusive component that in recent years had accompanied advertising (and therefore had become a reason for rejection) and accompanying advertising actions with other actions with greater added value where other disciplines such as seo, content marketing, web analytics and presence in social networks come into play.
The purpose of marketing remains the same: to sell, only now they no longer chase customers, but rather accompany them towards the purchase.
The point of inbound marketing is therefore not so much to achieve the sale as to convince the target customer , perfectly located using techniques that we will develop later. This paradigm shift has also brought with it a change in the work philosophy of marketing companies, which no longer "chase" the customer, but accompany them . Communication changes, and the objective towards the customer changes: it is not forced, but rather educated. Welcome therefore to a new way of understanding advertising: welcome to the inbound marketing methodology .
The inbound marketing buying cycle is divided into four phases: attraction, conversion, closing and delight. First, the customer is attracted with relevant and useful content. Then, their interest is awakened through value offers that exchange contact information. Subsequently, desire is generated through personalized follow-up and automation strategies. Finally, action is motivated, ensuring customer satisfaction and fostering loyalty through a continuous and positive experience. Thus, inbound marketing not only seeks sales, but also long-lasting and satisfying relationships with customers.
Why inbound marketing emerges as an alternative to traditional marketing
as we have been able to guess in the introduction, inbound marketing arises as a response to the general weariness that has come from being so overexposed to the advertising medium . Traditional marketing exploited its possibilities to the maximum, filling advertising blocks on television, entire pages of newspapers, sending door-to-door mail or even being harassed by phone or in the middle of the street to hire certain services, but it was not until the arrival of digital marketing when all lines that separated the strictly personal from what was achievable by advertising media were crossed.
So, if you still had the option of changing the channel when faced with a television advert, now advertising follows you to the point of appearing while you are calmly browsing the internet for information, while you check your "private" email in the form of an email obtained inopportunely, receiving a private message by sms... And so on until it makes up the more than 3,000 advertising impacts that we receive every day.
Table of contents
why inbound marketing emerges as an alternative to traditional marketing
tools that inbound marketing uses to reach its audience
to achieve this, advertising traditionally uses conditioning elements that wholesale email list should not be perceived as intrusive by the target individual. In other words, the effectiveness of an advertising medium depends on whether it is not detected as advertising or whether it is useful to the target audience and therefore attracts their attention.
It is this entire ecosystem that delineates a “thin line” that separates advertising from intrusiveness, information from deception. A thin line that many advertising media have crossed, producing in the viewer a feeling of “obligation”, of having to expose themselves to the brand, put up with endless blocks of advertising while watching their favorite program or, what is worse, having their personal space invaded by receiving uncomfortable messages in their email about products whose information they have not always requested.
The ambition to reach a large number of potential customers and the emergence of new channels with a high degree of penetration such as the internet, have overwhelmed traditional marketing in favor of other less intrusive forms of advertising.
It is at this last point, added to the appearance of new channels with the internet as the protagonist, where the need arises to "reinvent" the way of practicing marketing and return to the client the usefulness of what is advertised, eliminate the term "spam" from advertising practices and seek a necessary agreement with the viewer in order to be able to produce practical advertising, useful both for those who produce it and for those who consume it.
It is in response to this need that the so-called inbound marketing emerges, but what is inbound marketing ? An alternative to traditional marketing that bases its principles on eliminating the intrusive component that in recent years had accompanied advertising (and therefore had become a reason for rejection) and accompanying advertising actions with other actions with greater added value where other disciplines such as seo, content marketing, web analytics and presence in social networks come into play.
The purpose of marketing remains the same: to sell, only now they no longer chase customers, but rather accompany them towards the purchase.
The point of inbound marketing is therefore not so much to achieve the sale as to convince the target customer , perfectly located using techniques that we will develop later. This paradigm shift has also brought with it a change in the work philosophy of marketing companies, which no longer "chase" the customer, but accompany them . Communication changes, and the objective towards the customer changes: it is not forced, but rather educated. Welcome therefore to a new way of understanding advertising: welcome to the inbound marketing methodology .
The inbound marketing buying cycle is divided into four phases: attraction, conversion, closing and delight. First, the customer is attracted with relevant and useful content. Then, their interest is awakened through value offers that exchange contact information. Subsequently, desire is generated through personalized follow-up and automation strategies. Finally, action is motivated, ensuring customer satisfaction and fostering loyalty through a continuous and positive experience. Thus, inbound marketing not only seeks sales, but also long-lasting and satisfying relationships with customers.
Why inbound marketing emerges as an alternative to traditional marketing
as we have been able to guess in the introduction, inbound marketing arises as a response to the general weariness that has come from being so overexposed to the advertising medium . Traditional marketing exploited its possibilities to the maximum, filling advertising blocks on television, entire pages of newspapers, sending door-to-door mail or even being harassed by phone or in the middle of the street to hire certain services, but it was not until the arrival of digital marketing when all lines that separated the strictly personal from what was achievable by advertising media were crossed.
So, if you still had the option of changing the channel when faced with a television advert, now advertising follows you to the point of appearing while you are calmly browsing the internet for information, while you check your "private" email in the form of an email obtained inopportunely, receiving a private message by sms... And so on until it makes up the more than 3,000 advertising impacts that we receive every day.