Inbound marketing

Marketing
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Inbound Marketing and its opposite Outbound Marketing have various meanings depending on the context.

One pair of definitions¹² are:
- Inbound marketing is a marketing strategy that focuses on getting found by customers. This sense is related to relationship marketing and Seth Godin's idea of permission marketing. David Meerman Scott recommends³ that marketers "earn their way in" (via publishing helpful information on a blog etc.) in contrast to outbound marketing where they used to have to "buy, beg, or bug their way in" (via paid advertisements, issuing press releases in the hope they get picked up by the trade press, or paying commissioned sales people, respectively).
- Antonym for this usage: Traditional marketing (outbound marketing) is a marketing strategy that focuses on finding customers by building brand awareness through advertising and promotion. In contrast to "permission marketing," a pejorative term for this type of marketing is "interruption marketing."
An older pair of definitions⁴ are:
- Inbound marketing is market research. In contrast to the above, pieces of information about customer needs, not customers themselves, flow into the company. Knowledge of customer needs drives future product capability. This sense is related to the term product management. Peter Drucker believed⁵ this to be the quintessence of marketing.
- Antonym for this usage: Outbound marketing is marketing communications. In this sense, information about finished product capability flows out to prospective customers who have a need for it. This sense is related to the term product marketing.

Notes

^ Vittal, Suresh; Anderson, Elana; Joseph, Jennifer (January 9, 2007). "How Technology Enables Inbound Marketing: Evaluate Interaction Management To Optimize Real-Time Recommendations". http://www.forrester.com/Research/Document/Excerpt/0,7211,40760,00.html. Retrieved May 7, 2009.
^ Halligan, Brian; Shah, Dharmesh (2009). Inbound Marketing: Get Found Using Google, Social Media, and Blogs. John Wiley & Sons Inc. ISBN 0470499311.
^ David Meerman Scott. (2010). The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly. (2 ed.). Hoboken, N.J.: John Wiley & Sons Inc. ISBN 0470547812. http://www.davidmeermanscott.com/books.htm.
^ McNamara, Carter. "Marketing - A Commonly Misunderstood Term". http://managementhelp.org/mrktng/mrktng.htm. Retrieved 2009,April 19.
^ Drucker, Peter F. (1974). Management: Tasks, Responsibilities, Practices. New York, NY: Harper & Row. p. 64–65. ISBN 0-06-011092-9. "There will always, one can assume, be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available..."

Inbound marketing Buzz...

NML Events 2010 | Boston | Home: Welcome to the Inbound Marketing Summit 2010! The Inbound Marketing Summit is where the online marketing community gathers to solve today's marketing and business communications ...
Inbound Marketing Blog: Whenever you are marketing, your first impression may be made through your social media networks or with your website. So just like being dressed in a suit is much more impressive ...
Inbound Marketing, Asia Inbound Marketing Portal: 這是亞洲第一個討論第三代網路行銷 Inbound Marketing的官網
Inbound Marketing University | Free Internet Marketing Training ...: IMU is pleased to honor the top 15% of exam takers with a new Honors Distinction. This badge is awarded to graduates with an exceptional understanding of inbound marketing ...
The Inbound Marketing Book | Inbound Marketing University: Inbound Marketing: Get Found Using Google, Social Media, and Blogs by Brian Halligan (Author), Dharmesh Shah (Author), David Meerman Scott (Foreword)
Amazon.com: Inbound Marketing: Get Found Using Google, Social ...: Amazon.com: Inbound Marketing: Get Found Using Google, Social Media, and Blogs (New Rules Social Media Series) (9780470499313): Brian Halligan, Dharmesh Shah, David Meerman Scott ...
Inbound marketing - Wikipedia, the free encyclopedia: Inbound Marketing and its opposite Outbound Marketing have various meanings depending on the context. One pair of definitions [1] [2] are: Inbound marketing is a marketing strategy that ...
Marketing Resources: HubSpot Product Webinars. Webinars exploring how HubSpot software tools can help you execute on inbound marketing strategies and tactics.
Inbound Marketing: Turn Online Marketing into Inbound Leads ...: Inbound Marketing is marketing directly to customers through search engine marketing. Learn how WordStream can help you create an Inbound Marketing machine.
Measuring What Matters in Inbound Marketing | Grader.com: Grader.com is a suite of tools that helps you measure and analyze your marketing efforts.

Inbound marketing

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Notes

Inbound marketing Buzz...