Patrick Osinski : startups advisor, all about Social Media, Marketing, Business Dev, SEO, Design, Digital content, Innovation, Apps.
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"You know you're on the right track when you become uninterested in looking back."
Monday, February 15, 2016
Inbound Marketing: Concepts, History and Evolution
The term “Inbound Marketing” has become in recent years one of those words that everyone talks about but no one is entirely clear what it really means or where it came from.
Inbound Marketing The idea born in response to changes in consumer behavior that are no longer passive recipients and are no longer willing to allow advertising breaks from traditional media such as radio, television or newspaper.
The response to these changes is a new philosophy called Inbound Marketing marketing in which customers are which includes brands and interact with them in a consensual without unwanted interruptions occur.
It revolves around three main pillars: SEO, Content Marketingand Social Media Marketing. All three work in an integrated manner, and form part of an overall strategy that combines all actions, channels and techniques for improving brand reputation and greater online visibility that translates into growth of visits, leads and customers.
The origin of this movement is given to Brian Halligan, one of the founders of Hubspot, who along with his partner, Dharmesh Shah, and one of his advisers, David Meerman Scott, coined the principles of this new form of marketing within the online world.
Evolution in the Twentieth Century
In the decades of 50 and 60 Peter F. Drucker emphasized the value that companies had to identify the interests and orientations of consumers in market research. Drucker noted, for example, the importance that General Electric had to use the inputs of consumers in all phases of design and development of products to achieve business success.
To explain the fundamental theory of marketing, Ducker focused on customer orientation and segmentation as the keys to marketing:
“Marketing aims to identify and understand so well the consumer that the product suits your needs perfectly” P.Ducker, 1974.
Inbound Marketing and the Digital Revolution
Based on these ideas, Seth Godin summed up the concept of marketing Ducker in his concept of “Permission Marketing”, where marketing leaves out aggression for sale and the intrusion and focuses on getting permission from consumers before continuing the sales process.
“Consumers will only permit a company to communicate with them if they know what they will gain in return. The advertiser has to compensate users, explicitly or implicitly, by paying attention to your message. “Seth Godin.
Another milestone in the development of the current paradigm of inbound marketing is “relationship marketing”, which became popular in the mid-90s and had the consultant and best-selling Regis McKenna one of its greatest exponents. Its maximum is that organizations should focus on satisfying and retaining its customers to create lasting relationships over time.
“Marketing is everything and everything is marketing.” Regis McKenna.
With the technological revolution that took place in the late twentieth and early twenty-first century, all these theories gain a new dimension and its application to digital world creates the environment for the founders of Hubspot coined the term “inbound marketing” context.
SEO, Content Marketing and Social Media Marketing has become the main tools for consumers who are able to meet and interact with companies offering services and products they need. The goal is to generate the most value for visitors to become leads and customers.
In a recent post Brian Halligan, taking on Amazon as an example, emphasized the fact that, in the near future, the success of many online businesses requires personalize the experience of users and exploit information gathered from leads and customers to provide them with messages and offers that fit the needs of each. The result of this “Segments of One” is a dramatic increase in conversion rates and the success of those who are able to implement it properly.
Both the present and the future of marketing require an effort from the brands to understand the changes that have occurred in consumer behavior in the way they relate and the medium itself. Therefore, it is more necessary than ever to adapt to a new context in which some of the traditional principles of marketing are staggering to give way to new ideas such as Inbound Marketing.