The Internet has changed the dynamics of the business world, necessitating a change from “old marketing” techniques to “new marketing” techniques.
"Old Marketing" = Outbound Marketing
With "old marketing" techniques, you are trying to reach a broad audience and hope for some small percentage (usually 1-3%) to respond. Looking at this another way, 97% of your marketing is wasted!
"Old Marketing" methods include:
- Inside sales
- Telemarketing
- Tradeshows
- Seminars
- Print Advertising
- Direct mail/email
"New Marketing" = Inbound Marketing
The way people shop has changed drastically – people are much more in control of what information they receive and how they receive it. The Internet and the emergence of sites like Google, Yahoo, MSN, digg, and del.icio.us has changed the dynamic of how people purchase products. People are now much more able to get information about different vendors, products, and industries themselves without interacting with your company directly. By the time they reach you, they are much farther along in the sales process but you know much less about them.
“New Marketing” methods include:
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Search engine optimization (SEO)
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Pay per click (PPC) advertising
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Blogging and leveraging the blogosphere
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Buzz marketing
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Targeted landing pages
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Conversion tools
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Sophisticated analytics
