Is Inbound Marketing In Your Marketing Mix?

Once upon a time, in a land before the digital age, consumers relied on traditional one way methods of marketing (outbound marketing) such as TV, Radio, Billboards for information about products and services. Then in the 90’s this little world of marketing as we new it would be turned on it’s head when the Internet was commercialised and inbound marketing was born. The Internet gave us all CONTROL! There was now a new way to seek out products and services and to do our own research before we buy something. This coupled with the rise of social media meant consumers started to pay less attention to sometimes annoying traditional outbound marketing and used their new powers to become more marketing savvy and seek out products and brands that appeal to them and then also share them with friends and family. Today, as marketers, we need to focus more attention on earning the interest of potential customers and not just relying on being able to ‘buy it’ through traditional marketing. If businesses create interesting and valuable content for readers it creates a positive connection between the consumer and the company, making them more likely to engage with you and buy your products. We’re not saying that outbound marketing is dead, it’s far from it. What we are saying is that businesses need to evaluate the marketing mix so that the best combination of inbound and outbound marketing can be achieved for your business. Here are some of the most common outbound and inbound marketing activities to help you understand the differentiation a little more. Outbound marketing includes: TV ads Radio...

Top Marketing Trends in 2011

Some years, everything changes. Innovation and rapid technological advances have been known to change the whole face of the marketing industry in one foul swoop. This has been particularly true throughout the naughties, with the ever-advancing avalanche of social media launches. 2011 was not like this. Rather, 2011 saw a plethora of incremental upgrades across all social media platforms. Nothing fundamental changed. There was no new social media platform launched (like in 2006 when Twitter invaded our screens, or even in 2009 when Foursquare skipped into view). Everyone stopped asking, ‘What’s going to be the next Facebook?’ and started to wonder what Facebook would do next. But what about the launch of Google+ I hear you ask? While Google+ did arrive in 2011, it is more of a long-term trend. For those of you who haven’t spent too much time familiarising yourself with the platform, Google+ provides a means by which users can recommend search results and websites by “+1’ing” a page. Keep an eye out for it in 2012. While it was light on for big, sweeping changes in the marketing industry, there were a few interesting developments in 2011: Mobile internet usage increased: according to the Australian Bureau of Statistics, mobile internet usage (including mobile broadband, mobile phones and tablet computers) is up 50%. Australia is now a global leader in terms of smartphone usage rates, with the second highest penetration of smartphone usage, according to Google. In 2011, 50% of the Australian population accessed the internet via their smartphone. Virtual word of mouth increased: Nielsen Research released The State of The Online Nation. Nielsen found that:...

Using Social Media in the Marketing Mix

In 2011, 80% of businesses in America with over 100 employees will use social media marketing. Compared with two years ago, when only 42% of companies were using social media, this is an enormous change (source eMarketer). As more and more people adopt the use of social media in their daily lives, marketers are being forced to recognise the potential of this communication tool and integrate it into the marketing mix. Social Media is one of those mysterious (and slightly scary) terms in the world of marketing. When Facebook exploded on the world stage, followed not long after by Twitter, all those ‘slow adopters’ buried their heads in the sand and hoped (or in some cases prayed) that it would quickly evaporate. Surely this was just another passing Gen-Y fad? No such luck. Social media has changed the way advertising and marketing is rolled out: bombarding customers with endless two-for-the-price-of-one email deals creates short-term leads but does not ensure long-term success. Social media allows two-way communication with potential customers and can generate online conversations about your brand between customers. So how do you integrate social media into your marketing mix? Make social media part of everything you do; social media is more than just another marketing tool. It would be really easy to just create a Facebook page, update it perhaps once a week (or every other week if I’m busy). That’s social media isn’t it? Not quite. Consumers do not participate in social media so that marketers have another vehicle to deliver their two-for-the-price-of-one spam. Consumers want to communicate with other people, connect with their friends, their family,...