Home > Inbound Marketing > Essential Guide to Inbound Marketing: How It Works and How to Apply It
Born in the United States, always at the forefront of digital transformation, Inbound Marketing has been spreading in Italy for a few years now. It is better to prepare because this new way of doing marketing is increasingly common and if we want to compete with the big international brands we cannot do without it. Change is inevitable.
Outbound Marketing (or advertising) is called interruption marketing and in the era of mass media it has been the only possible way to communicate your message. Companies interrupt a TV program with a commercial or an online reading with a pop-up… to talk about their brand.
On the contrary, Inbound Marketing aims to respond to the specific needs of users at a precise moment. Knowing exactly who we are talking to (Buyer Persona), following them during the purchasing process and verifying the bangladesh email list effectiveness of each action taken, we can spread more relevant and less intrusive messages. Once upon a time, companies chased their own target composed of general, true, but dispersive profiles; Buyer Personas instead provide for in-depth analysis in relation to a specific need.
Outbound Marketing is media driven and focuses on reach. It is a powerful and above all fast tool, however it has the defect of being very expensive, not measurable and invasive for the consumer... for whom advertising is almost always a nuisance!
Inbound Marketing is SEO driven. Its main objective is to attract users by answering the questions they ask , starting with those asked to Google, such as: "How can I save money?" or "What investments should I make?". It is a more targeted marketing, aimed at building one-to-one relationships with users.