Inbound marketing vs. Outbound marketing. Said differently: Appealing people vs. Interrupting people. That is the core challenge of the Internet. Internet users are active users, they don't wait for companies to show their products but they're looking for stuff they need. Interrupting them while they're searching won't change anything because they don't care about you online; worse, if you manage to catch their attention they feel bothered you do it and you should have a really interesting thing to say otherwise you would have spent money to get negative image.
Managing message on the Internet is way different from what can be done offline- TV, newspaper, outdoor display, radio. Users aren't tied and you have to properly use your brand image to generate interest offline and continue the generated relationship online, where they're looking for you. Creating a complete and 360° relationship with consumers is key and the Internet is the missing part for it: it has the power to create bonds between brand and its customers while deeply engaging them with the company products.
Companies don't have to spread the same message on every available channels, they have to create a full user experience, sending specific messages regarding the channel and the user behavior on each one. Through SMS users generally wait for a specific and short info, don't send a link to a web page, on the web, don't redo the TV spot but prefer completing information and engaging with consumers, leverage print marketing for CRM to qualitatively connect with your customers (coupons, invitations, high quality information). Don't call people, make them call you because they need you. Internet is the one territory of inbound marketing.
Here a small video spread by the Pro Marketers group I joined on Facebook and that give a quite interesting view on inbound and outbound Marketing, using Mac vs. PC ads as reference:
Photo Credit: M.V. Jantzen
To read more on that topic:
- Communication + evolution = From marketing to engagement
- Attention Marketing + Online = Google decision making and content creation
- Ideas + Social Media = Free Marketing leading to engagement and product purchase
- ROI measurement + Items = YES you can measure Social Media ROI
- Social Media + Marketing = It's not just another micro website campaign
By Romain Péchard
Fast.Fwd.Innov@tion