Looking at this chart, we see that inbound marketing is a search term that has become very popular, probably because of its success.
What is traditional marketing?
These are the most marketing tactics used in the past and continue to be used despite their lack of results. We find there :
- sending paper mail
- buying e-mail databases
- advertising print
- the radio
- the television
- the purchase of advertising
Why is this called traditional marketing? Because these are marketing tactics that have existed for a long time, that have been used for a long time but that do not always prove their results.
What is inbound marketing?
This is a very effective online marketing method. The goal of inbound marketing is to produce marketing that appeals to an audience, to your audience.
Among the marketing tactics used in inbound marketing, we find:
- the SEO / keywords
- social networks
- landing pages
- marketing emails
Inbound marketing is not just a set of tactics. In order to give maximum results, the inbound revolves around several themes:
- creating content that meets the needs and questions of your audience, your future clients.
- The shopping journey
- the adoption of several tactics connected to each other
What makes the difference?
If there is one thing to remember that differentiates between traditional marketing and inbound marketing, it is the intrusion.
Traditional marketing hardly works anymore because it is intrusive. You receive unsolicited e-mails, you navigate and are overwhelmed by advertisements, you receive unsolicited calls again, you switch to TV as soon as there is advertising …
In short, with traditional marketing, you are confronted with advertisements that do not interest you and that you did not ask.
Inbound marketing, there are no intrusive ads. The basis is to be present on the search engines when your audience seeks a solution or information on one of its problems.
Today, we know that 80 to 90% of future buyers seek information on search engines before making an act of purchase. It is therefore upstream, on Google, Bing or Yahoo that you have to be present.
Inbound marketing does not place your ads or content intrusively, so your ads or content are visible when your audience needs it.
It’s a huge difference.
Data also makes the difference
Is it easy to know the impact of the radio ad you just heard or the one you just zapped on your favorite TV channel? Not really.
Is it easy to know the impact of your web pages on Google or the personalized marketing emails you send? Yes with an analytical tool.
As we just said, what makes inbound marketing so successful is that it provides a clear and precise answer to your audience and that in addition we can measure the results.
When we can measure the impact of marketing activities, it becomes much simpler and more practical to optimize this tactic.
For traditional marketing, how will you improve the result of your TV spots? By changing slots, changing channels, changing advertising? Regardless of your choice, traditional marketing methods do not clearly measure the ROI of your marketing activities.
With inbound marketing, the ROI is clearly measurable for each of the marketing activities related to it. That’s why he’s gaining ground.
To remember :
Traditional marketing, although still used regularly, is intrusive while inbound marketing tries to be effective when your audience has a need, a problem.
Traditional marketing can not really prove their effectiveness or ROI.
Inbound marketing exploits marketing tactics that are easily analyzed and therefore measurable.
Also published on Medium.