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Inbound Marketing- “Changing The Marketing And Business Landscape.”
The Market has witnessed a breathtaking displacement after the debut of inbound marketing in the last few years. Earlier customers used to rely on fancy advertisements, cold calling and chunk of low-quality leads but not anymore and inbound marketing strategy attracts customers like a bright flower lures the bees. Inbound…
The Market has witnessed a breathtaking displacement after the debut of inbound marketing in the last few years. Earlier customers used to rely on fancy advertisements, cold calling and chunk of low-quality leads but not anymore and inbound marketing strategy attracts customers like a bright flower lures the bees. Inbound marketing comprises of content marketing, social media marketing and search engine optimization and creates attractive marketing campaigns which attracts the crowd. It works on a guiding principle “customers don’t want to be sold to, they want to be educated.” Inbound is like a boomerang, similarly when we introduce inbound marketing to general public, they come to you when they are ready rather than you going out and selling them something that they don’t even need now. Inbound marketing works on “Inbound methodology”, which consists of 4 phases namely: 
Inbound poses proudly on two stanchions:
- Buyer personas: buyer personas is the fictive portrayal related to customer’s goals, motivations, behavior patterns and demographics. It assists in understanding the buying habits of the consumers. Buyer persona profiles are made after identifying trends prevalent in the current scenario.
- Buyer’s journey: is the excursion, a buyer goes through to become aware, consider and decider to avail the product and service.
- A customer gets aware about the problem in the first stage.
- Now that the consumer is aware, he would try to rectify the problem and look for probable solutions.
- In the 3rd stage, consumer decides which product will solve his problem and buys it.
Inbound marketing was coined by hubspot in 2005 and with the new technologies coming up every day, Inbound marketing became one of the most effective technique to charm new customers. In 2006 many businesses understood that to be successful, content must be linked with customers' benefits as content is the message your inbound strategy delivers. Let’s understand why inbound marketing has acquired a substantial share in the market now-a-days: 1. Inbound marketing stands out from other marketing forms because it is customer centric and provides educational content. To gain a competitive edge, targeted audience should be hypnotized with the educational content. 2. There is no scope of skepticism in calling it a long-term strategy because it understands the consumers psyche. Consumers have endless options, hundreds of brands are coming up with similar products, and all they need is someone who can understand their needs. This is where inbound marketing comes as a knight in shining armor. 3. Potential customers no longer get influenced by cold calling, television commercials or print media. The best way to tempt them is to have an informative website. primary and secondary should be well chosen so that your name pops up on the 4. A company can never determine the effectiveness of radio advertisements, how many people are reading your direct mail? Are they paying off? But with the help of inbound marketing tactics, you can witness what is working, what is not and what can be improved. Enactment of inbound setup would yield higher returns after all return on investment is the lone aim of every institution irrespective of its field of area. 5. Inbound marketing follows the targeted approach which reduces the cost of each action and cost of leads. Following are some numbers drawn from the research regarding outbound marketing:
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- 45% of direct mail are never opened.
- 85% of crowd overlooks television commercials.
- 84% of people closed the website because of intrusive advertisements that pops up on the screen.
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