Capture Your Market with Inbound Marketing

The traditional method of marketing through the years has been outbound marketing, more commonly called product marketing. You create the product, then sell it. Information about the product goes out to prospective customers with newspaper inserts, magazine advertisements, commercial signs on the street, television advertisements, and mailing. The traditional concept of inbound marketing was to research the needs of the customer, then manage the product development to meet those needs. This form of inbound marketing is often called product management.

These definitions are changing now. The new term for outbound marketing is often intrusion or interruption marketing. You wee it with the Internet with banner ads that we’ve learned to mentally block out. Now these ads try to intrude on the part of the page you are reading, or they capture you as you try to watch a video. Frankly, with me they not only fail, but actually turn me off to the product. They simply don’t work.

The new concept of inbound marketing is to focus on getting found by customers, or permission marketing. You publish your way in rather than buying your way in. To quote Robert Allen, you are focused on finding a hungry audience and then feeding it. The strategy is on identify the hungry audience and then create a feeding frenzy.
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