Ever since early man began swapping pretty shells for stone tools or chunks of meat, people have been marketing. As technologies advanced through the millennia, humankind’s basic need to exchange goods became an increasingly complicated challenge. Arguably, no technology has changed the way we market as much as the Internet.
AN INFORMATION REVOLUTION
What began as a means of sharing data between research institutions has become an all-you-can-eat information buffet. In the comfort of their homes or offices, Internet users can consume content about anything and everything that interests them.
Empowered by convenient access to information, people began taking control over the content they receive and how they receive it. With approximately 200 million Americans registering their phone numbers on the FTC’s “Do Not Call” list, 86 percent of television viewers skipping commercials, and 44 percent tossing direct mail in the nearest trashcan without a second glance, customers are flexing their power and changing the game for marketers.
SURVIVAL OF THE FITTEST
Most traditional marketing methods fall under the banner of “outbound marketing.” From TV commercials to print advertisements, cold calling to direct mail campaigns, outbound marketing techniques rely on one-way communication to get marketing messages in front of target audiences.
These established techniques maintain their place in successful marketing strategies. But savvy marketers are also leveraging interactive, two-way communication methods of reaching prospects. Known as “inbound marketing,” reciprocal marketing techniques such as search engine optimization (SEO), social media marketing, and corporate blogging are proving successful at generating leads and retaining current customers.
BIG GAME HUNTING
Like our primitive ancestors, marketers are innate hunters. Consider traditional outbound marketing as a way of hunting in which we track down leads and strike with carefully calibrated marketing messaging.
Now, imagine inbound marketing as a hunting approach made possible by the use of new tools. By creating value for customers and attracting them with compelling content and search engine optimized websites, businesses can engage prospects who are already seeking their products or services.
As with any technology, the Internet continues to evolve. By keeping up with how technology changes the way people seek out and consume information, marketers can be proactive in finding new methods of engaging with their target markets.
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