Tag Archive | "internet marketing"

Tags: ,

Inbound Marketing? What Exactly IS That?

Posted on 31 August 2012 by John Britsios

Trying to wrap your mind around the term inbound marketing may give you a headache, so consider yourself warned. But to simplify it (a LOT), outbound marketing attempts to create a need or desire for what is offered, while inbound marketing attempts to satisfy an existing need or desire.

Examples of Outbound Marketing:

  • You’re sitting down to dinner with invited guests, and precisely at the dinner hour, an annoyingly persistent telemarketer calls, and begins reciting his 714 page script, ignoring all your attempts to express a total lack of interest;
  • You walk into an appliance store, curious to see how much a new washing machine would cost you. Before your body clears the entrance, a herd of sales associates leap to their feet, and rush you like the front four of the Green Bay Packers. The first one to make eye contact claims you as his prey, and two others move past you to block the exit;
  • Stepping outside to your mailbox, you find 17 pieces of junk mail with your name as addressee, peddling anything from lawn service to plumbing repair.

You have just been outbound marketed. The possible variations are endless, of course, and can occur face to face or via virtually any media. Every marketer has his own shtick, and some are more intrusive than others. What they all have in common is that they were unsolicited.

Examples of Inbound Marketing:

  • After filling out an entry for a prize drawing at your local hardware store, you receive a notification in the mail of an upcoming “Gigantic Clearance Sale” the following weekend;
  • After recently purchasing a new car, you begin receiving personally addressed ads for auto insurance, bad-credit/no-credit loans and extended warranty packages;
  • After visiting a friend’s photography web site, you find that every time you view a YouTube video, the popup ads are pushing cameras, film, accessories and photography services at you.

In these instances, you have been inbound marketed. In some fashion, however innocently, you made your identity and presumed interest known, and it is being taken full advantage of. The companies behind these marketing efforts will usually characterize your targeting as having been solicited.

There are also much more subtle examples of inbound marketing, which may be driven by exposure within a niche, a word-of-mouth recommendation or simply being in the right place at the right time. Blogging, Social Media or PPC advertising could all fall into this category.

But Why is it Called Inbound?

That’s a question that’s been argued on many fronts, sometimes amicably, sometimes heatedly. To me, it makes no sense. It seems to just compartmentalize several aspects of internet marketing into a new bundle and apply a meaningless new name to it.

One explanation offered by those that don’t see the necessity for yet another name for what marketers do, is that the name was simply created because it was a zero-competition term for which they could optimize and rank, if it caught on. That’s certainly a possibility – it’s been done before.

Of course, defenders of the term claim they were simply trying to bring clarity to what they do. I’m sorry, but I’m afraid that just doesn’t hold water. Installing an unknown and ambiguous term doesn’t bring clarity, it brings confusion.

Face it – if it brings confusion to a large number of professional internet marketers, imagine how much clarity it won’t bring to the people that are already puzzled by the inner workings of Internet Marketing!

It seems to me that rather than creating new terms to identify old practices, it would make more sense to concentrate on educating people about what the old terms address. Muddying the waters is just counterproductive.

Will it Stick?

That remains to be seen. A couple of prominent names started using it, and their friends and followers naturally followed suit. So it has become a fairly common term to see, at least within the Internet Marketing industry.

In all probability, those that are already using it will continue to do so, and those of us that prefer a more obvious and transparent name for what we do will stick with the terms that are more widely understood, even if less trendy.

Comments (1)

Tags: , , ,

Webnauts Launches New ThinkTank Community

Posted on 25 June 2010 by John Britsios

Webnauts, known to some as John Britsios, has launched an innovative community forum.

After much preparation, and the considerable expertise of the SEO Workers staff, the community was opened two weeks ago, billing itself as the ideal venue for the who’s-who of web technology and internet marketing.

Its focus is to provide a secure, productive place for high level experts to get together and share ideas, analyzes, and recent developments. No more waiting for the next conference date to roll around.

John promises, “zero-tolerance for spammers, link-droppers and nonsense posts.”

This is a community for advance SEO, web development and internet marketing,” says John, “and my team and I are going to be sure to give these guys the kind of atmosphere where they can interact and enjoy it.

Britsios calls it a high-level, no-nonsense professional community. He knows, from experience, that web experts are pressed for time, and don’t want to waste what little they have, wading through senseless posts on a typical forum. That’s why he’s designed this one especially for them.

It will be tightly managed, as a resource, so that they can run their ideas by other professionals, discuss recent industry developments and share opinions. Whether it’s coding, advanced optimization techniques or marketing styles, they’ll find someone else there, capable of discussing it at their level.

Britsios says there are no ads on the community forum, and he expects his staff to be very strict about keeping the atmosphere professional. “This community,” he says, “is for the people, after all, that LEAD the industry, not follow it.

He says his members have begun to form working relationships, and have already achieved some innovative solutions to some thorny problems.

If you’re an internet professional, and are accustomed to working at an advanced, cutting-edge level, then you need to check out the SEO Workers Web Technologies and Internet Marketing Forums.


Comments (0)