The Mariposa Blog
Wednesday, August 2, 2012
I stumbled upon this article on blueglobalmedia.com and wanted to share it. It's interesting to see how times have changed amongst marketers and consumers alike.
The days of old marketing tactics with one-way communication, cold calling and buying consumer attention are fading fast. The new wave of internet marketing relies heavily on earning consumer interest, rather than buying it. As more consumers around the world turn to the internet in droves, internet marketers continue to act fast to anticipate the needs of today’s value-seeking and social savvy consumer.
Inbound Marketing Leaves Outbound Marketing in the Dust
Consumers are no longer receptive to marketing that pushes products or services at them. According to recent industry research:
- 44% of direct mail is never opened
- 86% of people skip television ads
- 91% of email users unsubscribe from a company email they opted into in the past
- 200 million Americans added their phone number to the FTC’s “Do Not Call” list
Rather than being sought out, today’s consumers want to be in control of what information they receive, and through what vehicle they receive it.
Companies control the playing field in outbound marketing, whereas inbound marketing presents a direct contrast by focusing on earning consumer loyalty by providing value, two-way interaction, and useful resources.
What Makes Inbound Marketing so Successful?
For starters, not only does inbound marketing cost about 62% less per lead than outbound marketing, inbound marketing is proven to result in greater ROI for marketers. As more and more companies realize this shift in consumer behavior, they continue to adjust their marketing plan toward adopting inbound techniques.
Inbound marketing is so effective because of its integration of content marketing and social media interaction. Marketers who provide interesting and useful or educational content such as white papers, eBooks, podcasts and blogs combined with an interactive social media presence benefit from three cost-effective and high return advantages.
By creating valuable content for consumers and sharing it across social media networks like Facebook, Twitter, bookmarking sites and more, the reach of that content can be limitless. Consumers who appreciate your valuable content will share and spread your content across their networks, in turn, increasing the visibility of your brand.
Along with share ability, marketers benefit from what is essentially free link building. As more and more consumers spread your content, the links leading back to your website or blog will increase at the same rate. Therefore, boosting your SEO efforts and improving your site’s visibility in search engines.
One of the more important aspects of integrating content marketing with social media is the massive buzz potential for your brand. Not only will you benefit from increased search engine visibility, content marketing creates buzz surrounding your brand, consistent referral traffic, and drives more sales and leads to your products or services.
Social Remains Supreme
Over the last few years, due to what many refer to as the social media revolution, marketers and consumers alike flock to the latest and greatest social media outlets to connect with friends, professional contacts, as well as popular brands.
In the last two years, the average budget a company allocates for their blog and social media efforts has doubled, even leading two-thirds of marketers to claim that their blog is essential for business. More social media statistics show:
- 42% of marketers gain customers through Twitter
- 57% of businesses generate customers from their company blog
- 83% increase in marketers who consider Facebook to be important to their business
Earlier this month, SEO Company BrightEdge released data indicating that 61% of the top 100 US brands have Google+ Pages, compared to 93% with Facebook Pages. With Google+ gaining ground in the wide world of social media, is there room for any more social networks in the Google+-Facebook-Twitter-LinkedIn dominated social interaction space?
One site gaining attention for its link-spreading potential is the social bookmarking site Pinterest. Pinterest users “pin” images and videos found throughout the internet into interactive and categorized pin boards that fellow users search and browse in real-time.
This invite only site has over 2.7 million users, and despite the site’s niche-oriented audience, differing widely from those on the major social media networks, marketers are beginning to tap into Pinterest’s link building power and brand support.
All pins include a link that connects back to its source – i.e. your website. This opens the door for some solid backlinks as users pin, and re-pin infographics, images, and videos from your site.
Similar to the early adaptation of Google+, Pinterest does not yet allow companies to create brand pages. However, over time as the site builds, perhaps Pinterest will follow in the Google+ footsteps.
Director of Business Development
Mariposa Labs LLC