If you’re like many of us who have been around for a while (I’m pushing four decades as a marketer), you’ve noticed that the old standbys aren’t working as well as they used to. Somewhere along the line, the web changed things.
In the old days, when you wanted to market a product or service, you took out your wallet and set about interrupting people you thought might be interested by running ads in the magazines, radio stations or TV shows where you thought they might be. Well,
targets, er people have gotten a lot better at ignoring your interruptions.
This old school style of marketing still works. But less well than it used to. Today, buyers more often than not, aren’t waiting to be interrupted, but are out looking for your product or service. The question is, will you be found?
Being something of an autodidact, a couple of months ago I started researching the literature as they say, and I found quite a bit about the topic, and as is often the case, a book title often crystalizes a new model for thinking about this problem. It turns out that the traditional marketing methods that are declining in effectiveness are called “Outbound Marketing.” This is, as you’d expect, in contrast to the new approach, “Inbound Marketing.”
If you feel like you’d like to do some catch-up on understanding all these changes and how they should impact your marketing thinking, I recommend a couple of books:
Inbound Marketing, Get Found using Google, Social Media and Blogs, by Brian Halligan and Darmesh Shah. (who’ve built a business helping companies get good at it).
The New Rules of Marketing and PR, by David Meerman Scott