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Inbound Marketing Rising

INBOUND MARKETING RISING THE DAWN OF MARKETING YOU WON'T HATE As consumers continue to flock to the Internet, the Internet marketing industry continues to evolve. In a two-way medium like the Internet, the traditional models of marketing are losing their efficacy, and new types of marketing are gaining steam by providing value for consumers increasingly put off by intrusive marketing tactics. THE INBOUND MARKETER THE OUTBOUND MARKETER VS. "NEW MARKETING" is "OLD MARKETING" is "any marketing tactic that relies on earning people's interest instead of buying it." "any marketing that pushes products or services on customers." Communication is Communication is one-way. interactive and two-way. Customers come to you: Customers are sought out: • Via print, TV, radio, banner advertising, cold calls Via search engines, referrals, social media Marketer provides little to Marketers provide value. no added value. Marketer rarely seeks to entertain or educate. Marketer seeks to entertain and/or educate. THE DECLINE OF OUTBOUND MARKETING O The decline in outbound marketing is a response to a recent and fundamental shift in consumer behavior. People are more in control of what information they receive and how. In outbound marketing, the company is in control. "This just doesn't seem to be working anymore." SPAM 200 MILLION 91% of email users have unsubscribed from a company email that they previously Americans have registered their phone numbers on the FTC's "Do Not Call" list. opted into. NEW BUY IT NOW 86% of people skip 44% of direct mail is 84% of 25-to-34-year- never opened. television ads. olds have left a favorite website because of intrusive or irrelevant advertising. SO WHAT COUNTS AS INBOUND MARKETING? O Evolution in a Social World Inbound marketing is a marketing strategy that focuses on getting found by customers. Inbound marketers "earn their way in" in contrast to outbound marketers who have to "buy, beg, or bug their way in." Some of the most effective inbound marketing tactics include content marketing and So what is content marketing then? social media participation. మ్ VWHITE PAPERS EBOOKS VPODCASTS VBLOGS/VLOGS INFOGRAPHICS When interesting, useful, or educational content is combined with a strong presence in social media, its usefulness can increase substantially. digg CONTENT • As content is shared and spread through networks like Twitter and Facebook; news aggregators like Reddit.com and Digg.com; and bookmarking sites like Delicious.com and others, the reach of the content can grow virally. This can lead to substantial increases in visibility. As content is picked up and syndicated from site to site, many links can be built to the company's blog or home page. These links can significantly improve the site's overall visibility in search engines. Along with improvements in search engine rankings, content marketing can create massive buzz and consistent referral traffic, as well as driving sales or leads. $x2 Savvy companies are realizing this trend and are increasingly adjusting • 61% of marketers will invest • The average budget spent on company blogs and social media has nearly doubled in budgets accordingly more in earned media toward more inbound (inbound marketing) in 2011. marketing tactics. the last two years. BLOG CRITICAL INPORTANT CRITICAL IMPORTANT 2/3 of marketers say their • The number of marketers who say Facebook is "critical" or company blog is "critical" or "important" to their business "important" to their business. has increased 83% in the last two years. • 67% of B2C companies and 41% of B2B companies have acquired a customer 57% of businesses have acquired a customer through their company blog, through Facebook. and 42% have acquired a customer through Twitter. One of the biggest reasons inbound marketing is growing is its ROI. Inbound marketing 62% costs 62% less per lead than traditional outbound marketing. I Inbound Outbound П Percentage of Companies Reporting Customer Acquisition Through These Channels Inbound 57% 57% 48% 42% marketing tactics don't just generate leads; they generate revenue. I Facebook I Twitter I Company Blog I Linkedin O 3 out of 4 inbound marketing channels cost less than any outbound channel. Below Average Cost Per Lead, Percentage of Respondents by Lead Channel 55% 47% 39% Inbound Outbound 36% 33% 27% 19% Blogs Social Media SEO Telemarketing Direct PPC Trade *55% of companies who blog reported leads from this channel were "below average" in cost. Mail Shows O Outbound marketing costs more. Above Average Cost Per Lead, Percentage of Respondents by Lead Channel Inbound Outbound 47% 29% 27% 21% 13% 13% 9% Trade Shows Direct Telemarketing SEO Mail Social Blogs Media PPC *Trade shows were reported as being "above average" in cost by 47% of respondents. O It is clear that marketing is changing on a fundamental level as the Internet continues to BRAND revolutionize how we find, buy, sell, and interact with brands and their products or services. The days of annoying consumers with intrusive advertising and marketing tactics are fading. The new age of inbound marketing is about providing added value and earning customer loyalty instead of simply pounding a message into consumers heads and hoping it will stick. SOURCES O http://www.guardian.co.uk © http://www.hubspot.com O http://www.leichtmanresearch.com O http://www.exacttarget.com http://www.epa.gov O http://www.ftc.gov © http://www.digitaldigressions.net © http://answerlab.com Infographic design by: VOLTIER Contact us: • Website: voltierdigital.com DIGITAL Phone: 1-866-558-2186 • Email: [email protected] % of Respondents % of Respondents

Inbound Marketing Rising

shared by fswp on Nov 13
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This infographic presents research and data that both suggest a fundamental shift in consumer behavior towards “inbound” marketing / advertising.

Publisher

Volitier

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Business
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