Tuesday, 12 January 2010

Inbound Marketing – It’s the New Black!


I’ll start by saying: “What a book”! Everyone should get it! In my first blog post I expressed a keen interest in learning much more about online marketing. This is a completely new avenue for me, being traditionally orientated to TV, radio and more than anything else, print media. I was forwarded a blog post a while back in which Dharmesh, a co-author of the book ‘Inbound Marketing’, spoke about overcoming the ‘barrier to entry’ obstacle for start-ups. I was so inspired by the end that I went straight to Amazon to buy the book. If you’re planning on interacting on the web in any way, shape or form – this book is a fantastic down payment.

The Advertising Industry Today

For a while now, I’ve been hearing the increasing rumble of rumours flying around about how advertisers need to change their strategy because of the clutter, saturation and ability of the human mind to ignore ‘what we have to say’, no matter how many times we say it. I’ve seen the decrease in ROI (Return on Investment) growing rapidly as clients’ budgets shrink.

It used to be a game of the frequency of relaying a certain message/feeling/visual to the correct market in order to grow a brand. Not only does this require a healthy budget, it is not even working any more to the extent of its past successes. Many (if not all) of the smaller companies are not in a position to go head to head with the conglomerates when citing dollar for dollar spend, nor should they want to.

Television is by far the most popular medium for maximum reach and emotional impact. An ad can make most of our senses come alive, if executed correctly. It saddens me greatly to see how many companies produce low budget ads only to go forth and spend an absolute fortune flighting it over and over again resulting in transmitting a less than adequate message repeatedly. Regardless, the impending danger to television advertising spend is actually the ever increasing number of Personal Video Recorders hitting the market. Translate that to radio and you have iPods taking over.

People are adapting to our strategies, creating ways of avoiding listening to our messages, and we have only ourselves to blame. Everybody, including marketers, are tired of being bombarded from morning to night with advertising messages. Even if we don’t own a PVR or iPod – we have just simply become accustomed to blocking it out.

Print media is what interests me most, as it is where most of my experience lies. This is slowly starting to revert to the World Wide Web. I am not suggesting that people will stop reading magazines and newspapers just yet, but the time of a paperless society is no longer a dream, it is becoming a reality and we shouldn’t be too far behind when that day dawns. As a small (yet large) example, look at Wikipedia. I bet Britannica are not too happy they started up! Wikipedia is eating rapidly into their market share.

An Epiphany of Note

What this book has taught me so far, I’m only just over half way through it, is how imperative it is to change our mindset without delay around how we market ourselves, products and services. We need to talk to people when they are ready to receive our message and this book illustrates this so spectacularly.

I’ll get more into the details on my next blog post, once I’ve finished devouring the book’s contents in its entirety. Please don’t let that stop you from getting it in the interim. It shall be an invaluable tool for anyone – not just marketers.

Till Next Week

A quote the book starts with and is indubitably a truth most people forget:

What gets us into trouble is not what we don’t know. It’s what we know for sure that just ain’t so ~ Mark Twain

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