The way that people buy has fundamentally changed and traditional marketing tactics are just not working anymore.
Traditional marketing tactics are typically interruption-based and difficult to measure. Buying TV or print ads, renting email lists and taking out huge booths at trade shows are examples of traditional outbound marketing. These expensive techniques are becoming less and less effective as people become better at filtering out the constant barrage of interruptions, and as they gain easier access to industry information on their own.
Marketers today have tight budgets and a critical need to demonstrate a return on the investments that they have made. A shift towards creating valuable, educational, sharable content has already occurred. Customers are searching for information using keywords, educating themselves using vendors' websites, subscribing to blogs and joining industry discussions via social media.
By combining traditional techniques such as email marketing and events with modern content creation, lead nurturing, search engine optimisation and social media integration, our customers see dramatic improvements in the number of leads generated online. An effective inbound marketing approach delivers cost-effective and measurable campaigns.