Say a prayer for traditional marketing – may it never return. Why, you say? Traditional marketing is outbound – designed to touch consumers and entice them to purchase or make some other call to action.
In the information age, consumers shun outbound, traditional marketing. We reject direct mail (we now call this “junk mail”). We hate (read “absolutely deplore”) unsolicited email. So much to the point that we’ve actually badgered Congress into making it a law (CAN SPAM Act of 2003). In retrospect, it has done little to ebb the tidal wave of SPAM which floods our inboxes each day. This, of course, makes it all the more challenging for legitimate marketing efforts, who follow the law, not to be confused.
Newspapers are dying so only in rare circumstances does this even allow a small business owners to break even. And DON’T EVEN THINK of calling consumers!
We have entered the age of inbound marketing – marketing that reaches out but doesn’t touch. The bait is planted and hungry consumers who are seeking your relevant information welcome finding what you have so richly shared.
Today, our society is more Utopian than Utilitarian. Rather than hoard our information, we generously share our knowledge about our technology and our industry (whatever yours may be). As a result, you are viewed as a subject matter expert (both by the consumer and the search engines) and that results in more leads and more sales.