This year marks a landmark shift in marketing practices and strategies for both B2B and B2C companies. It is the year wherein more than 50% of responses, leads, and interest will be generated by inbound tactics.
As Nick Stamoulis, opines “Inbound marketing centers on three main marketing tactics: content marketing, SEO and social media marketing. In a sense, inbound marketing is really integrated marketing; connecting various marketing methods and channels together to develop a stronger online presence and more powerful brand.” So in that regard it is an evolution of marketing thinking, not a revolution. Integrating inbound into a larger campaign or program strategy will increase value.
Why is there such momentum building for inbound over outbound marketing tactics, and the associated shift in marketing spend?
According to the 2011 survey, “Inbound marketing channels are maintaining their low-cost advantage: Inbound marketing-dominated organizations experience a cost per lead 62% lower than outbound marketing-dominated organizations.”
Over the next few weeks, I will examine each of the three areas of inbound marketing in more detail, but suffice to say that they must all be integrated together to maximize the value of your campaign. My natural inclination is to focus on content marketing strategies, given my role and organization, but I will tie the other two in as we explore the opportunities of inbound marketing.
Welcome to 2012!