Commercials! Time to go the kitchen for a snack, see that the kids are sleeping and check the email to see if the store tells me that the shoes I want to wear at the next sports event have arrived.
Companies that use traditional marketing – veritable publicity bombardment that interrupts the TV program we’re watching every 15 minutes – swamp us. What I’m interested in is a product that will help me exercise. I found out about it on the internet.
This metaphor shows the difference. Overstimulation (visual and sound) is based on this; it’s an assault on the aesthetic value of rural and urban landscapes and is considered “noise” by sociologists and psychologists. It can even affect people’s health.
But marketing continues to be an indispensable element in market functioning: People need to buy, businesspeople need to sell, and thanks to new communication technology, the relationship between sellers and buyers can be pleasant, fraternal, and welcome, as is the case with the buyer persona awaiting his new shoes.
There are considerable differences between traditional marketing (outbound marketing), and the new publicity strategies (inbound marketing); the comparative chart that follows them.
- Goes out to sell: Its methodology concentrates on showing the brand and selling the product. It invades people’s environments and interrupts them. Statistics show that it is a method that bothers people, but data is insufficient to know whether the efforts are effective or not.
- It’s intrusive: Clients are sought out and approached through the traditional methods (radio, television, printed press, email, banners, billboards, flyers) seeking to attract their attention.
- It’s unilateral: Information is launched through television, radio, newspapers, etc.; there are no means for feedback. What the businessperson and buyer think is not known.
- Shots are fired at random: It’s possible for the publicity to reach the interested public and the desired result be obtained, but it’s also possible for the desired effect not to occur and that the investment ends up being a loss.
- Costs are high: Publicity in traditional information media is quite expensive. The preparation of the commercials and also the spaces must be paid for.
- It seeks to sell: The traditional marketing focus is essentially to sell: “You have to get this product because it’s better than the competition’s, you cannot live without it, and your neighbor already has one.”
- Uncertain results: The results obtained through publicity are challenging to measure. Although there are measurement instruments (surveys, questionnaires, the response regarding sales), these methods are costly and difficult to implement.
- People come to buy: Its methodology is based on the user and potential client. The client searches the internet for what she or he wants, and if the marketing strategy is a good one, the client comes on his or her initiative. The idea is to capture the client’s interest, and offering attractive and relevant content.
- It’s invited: It attracts clients instead of interrupting them. It is the client who is looking for something, and if her attention is captured and the content is attractive, the approaching begins.
- It’s interactive: The possibility of knowing what people think is one of the essential elements of inbound marketing, for it allows offering them what they’re looking for. Personalized contact is established with the potential client.
- Information is personalized: The information is sent to a particular public interested in your goods or services. Efforts concentrate on the potential client, and it’s easier to look to satisfy his needs.
- Costs are reduced: Success depends to a high degree on the content published in websites, blogs, social networks, etc. The content is what determines whether the person interested can find what the businessperson is offering.
- Sales come through a knock-on effect: Publicity contributes added-value by giving the user the characteristics of the product and gives her a chance to research and see if the product or service is beneficial for her.
- Results are measurable: There are precise digital tools which allow measuring and visualizing the scope of the actions taken, through the different channels (website, blogs, social networks, and publicity announcements) available on the internet. Based on the results, actions may be taken to intensify or modify the content.
Studies carried out on the effectiveness of inbound marketing reveal that 86% of people are annoyed by and avoid announcements that appear on television, radio, newspapers, signs, flyers, and traditional internet publicity.
Instead, the creation of specific content which is attractive and substantial, for specific market niches, is gaining ground. Instead of going out to look for clients, they go to the good or service they are interested in.
Inbound marketing allows interacting with potential clients; they provide data as to what they need, and the businessperson provides them with answers and solutions. The strategies of inbound have demonstrated that they promote sales at relatively low costs.
They are, as the case with communication technology, instruments created for making things easier. We at ZEWS S.A., and we are willing to provide you with the support you need.
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