There was a time when clients were attracted to telemarketing and media ads, or outbound marketing. Like banging heads against a wall, merchants paid big money to disseminate product and service information, shouting from the rooftops, with hopes that customers and investors soon would respond. The “if you build it, they will come” attitude. To marketers who are still banging away, this is a wake-up call.
We are increasingly inundated with messaging, causing information overload and the “tune out effect.” That’s why, moving forward into 2013, inbound marketing is the hot strategy for garnering attention. Likely a familiar practice for PR pros, this means spending less money on pay-per-clicks and more time creating engaging online content and conversations. The idea is to draw customers to your virtual doorstep without directly spending money or being pushy with your message. (more...)