Inbound marketing challenging old school marketing

I know marketing is a challenging subject for many chief executives. I know boardrooms are full of analytical people struggling to come to terms with emerging marketing trends. I know marketing professionals have a tendency to follow rather than lead.

But despite this, I would like to throw-in a relatively new marketing concept of Inbound Marketing. I can reassure people it isn’t just another crappy made-up term to sell a marketing book. And my GOD, there’s been a load of crappy marketing books lately.

Inbound Marketing focuses on the concept of being found rather than the other way round. Its good old marketing that pulls rather than pushes. Plus it helps businesses to focus on positioning their brand online and when found; it allows brands to engage customers.

For those people coming from the old school of marketing, it’s a convergence of relationship and permission marketing. Even though some people may disagree, I also believe Inbound Marketing embraces the spirit of social media and social networking.

If executed correctly it allows brands to connect and build long term relationships with the right type of customer. Contrast that with today’s common practice of broadcasting unwanted messages to the unwashed masses. Interrupting their precious time with stuff they don’t want or care about.

You know the stuff. TV commercials, radio ads, printed newspapers, telemarketing, direct mail or bulk email and the rest…

It’s not like I’m arguing against traditional advertising. I love it – if it’s done within the context of supporting a brand.

The fight for the minds of customers is now online. The battle grounds are now search engines like Google or Yahoo. Social networking sites such as Twitter, Facebook, Youtube, Myspace and LinkedIn.  Along with the millions of online communities that exist in the big fluffy cloud called the Internet.

Our weapons are now search engine optimisation techniques, vodcasts, and podcasts, images, RSS feeds, widgets and blidgets, forums and good old fashioned written content.

At the centre is a brands website ready for conversion.

Inbound marketing is not simply an alternative to advertising. It’s more.

Think about it carefully. Don’t be old school for too long.

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