A Little Bit Of Love World Cup Song Old Marketing VS New Marketing

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Old Marketing VS New Marketing

I woke up this morning catching up on LinkedIn’s ‘Top Headlines in Design, Marketing and Advertising’ and came across a post from Mashable that caught my eye. If you haven’t read it yet, you can follow the direct link below this article.

He talks about the new era of marketing—how “inbound marketing” is a monster nation versus the old era of “outbound marketing”. Of course, Mashable made it a lot more exciting with their excellent, cute little easy-to-understand infographics (kudos to them), but it certainly sparked a big debate about their source of comments.

To help you get up to speed, Mashable’s definitions are:

NEW Marketing is “any marketing tactic that relies on getting people interested instead of buying them.” aka search engines, referrals, social media.

OLD marketing is “any marketing that pushes products or services on customers.” aka print, TV, radio ads, billboards, cold calling.

The following statistics were also reported:

44% of direct mail is never opened. This is a waste of time, mail and paper.

86% of people skip TV commercials.

84% of 25- to 34-year-olds clicked away from a website because of “irrelevant or intrusive advertising.”

The cost per lead in outbound marketing is higher than inbound marketing.

200 million Americans have registered their phone numbers on the FTC’s “Do Not Call” list.

91% of email users have unsubscribed from a business email they previously subscribed to.

So what’s the big hype and stupid debate in the Mashable post? Some marketers see this as “harsh” and that it’s disrupting the print industry, as well as providing misleading infographic material to business owners that inbound marketing is the only way and outbound marketing is squash.

Friends…take the post with a grain of salt. I think there were excellent key factors in it and that it CAN help new startup business owners, but you still need outbound marketing. The point is that businesses also need to know information like Mashable’s posts to consider their OWN options, not just rely on those with careers in marketing. I don’t know how many times I’ve come across businesses that had no idea about social media marketing and wondered how a blog, Facebook, Twitter or LinkedIn could benefit your business. Having these four things can really make a huge difference in building traffic to your business, but I personally think it’s best to have a “happy medium”. Why? Let’s start from when it all started…

In the beginning…

Before people had cars, people walked to businesses. Advertising was anything you found in the front of a store window. Do you remember the song “How old is the dog in the window?” You walked up to the counter and paid for the gum you found in the jar next to the cash register. And then came the age of the car, when people’s attention spans became just a little more ADD, with bigger signs, billboards, neon lights, a giant juicy poster burger (are you hungry?). Today it’s on TV, it’s in your email, it’s in your inbox. So why is it bad? It’s not, not backwards.

Branding

As Mashable says, this is “old marketing” aka “outbound marketing” that shoves products in your face where you don’t have the option to “opt out.” Let’s face it, media is everywhere and in everything! You can’t get out of it! Drink a glass of water? Well guess what, I’m pretty sure the brand name or their logo is on the bottom of the cup.

So again – why use old, outdated outbound marketing? You get “physical” exposure. You know what McDonald’s Arch looks like, right? Just because there are bijillions out there, it’s on TV, it’s on the radio, it’s on billboards and many other places. While most of the world has their own computer (families with kids each have an iPad), you still need to establish a physical presence of your location in your city or town. People use their cars to get to and from work and shop for groceries and clothes (have you checked the back of your receipt and ever found an ad?). No matter how much we all become zombies for the infamous World Wide Web, you still have to go outside your home to catch up on essentials. As a friend once told me, “Exposure, exposure, exposure!” Your brand is your identity. Humans are still visual, sensitive people. Put a face to your brand. I’m sure many times you’ve said, “Oh yeah…I’ve seen or heard that somewhere…” Or you’ve printed out coupons or a discount from the LivingSocial email newsletter you signed up for.

So what is Inbound Marketing?

SEO: An Introduction

SEO, or Search Engine Optimization, is what connects your website to search engines. SEO takes time and requires a lot of work, patience and trial and error, which is why it costs so much to hire a professional to do it for you. How does it work? Think about how you use search engines like Google or Bing, how do you find information on the Internet? You enter “keywords” like “Photographers in Charlotte, NC” and you get a list of photographers or topics about photography. There are different methods of using keywords for your website, and most of them can be found in the written content of your website, in your non-flash images, or in the HTML code itself. Keywords are found by search engines that use spiders or robots to crawl your website.

If you googled, that’s a lot of photographers, huh? So how are you #1? Being #1 in a search engine isn’t as easy as you think, and there are no real guarantees (at least not organically or in an “unpaid” way). Search engines are constantly evolving and changing their mathematical “algorithms” in how their search engines work. For example, Google has been developing algorithms for some time, as some website developers have used tactics to “cheat” the system, which can put your website in a permanent ban situation.

SEO: Backlinks

Have you ever heard the term backlinking? Probably not. If you use any type of analytics program on your website, you should be pretty familiar with it. Backlinks, also known as inbound links or inbound links, are links to your website from other websites or pages. Basically, the more you link to your website in various other places, the better your website will be ranked. Think of it as a popularity contest. Of course, there are proper techniques and etiquette for posting a link to your website, so before you go out and post a link to your site on every website you see, make sure you do your research or ask permission first. And this is where Facebook, Twitter, LinkedIn, and blogs come in, because you can use any of these four to build a backlink to your website.

Social media

In their post, Mashable said that “inbound marketing” is much more “polite and friendly” compared to outbound marketing. Well…basically you have to. Using Facebook, Twitter, LinkedIn and a blog helps increase not only traffic to your business, but also your reputation. Remember that all four of these items are the “face” of your company when you can’t be there physically. This is why I highly encourage my clients to try to be a little more personal with their audience.

Facebook, Twitter, and LinkedIn wouldn’t call themselves “social media” if they weren’t “personal.” People love it when others can relate and come down to their level. Why do you think reality TV shows are still on? Note that when I say “personal” I don’t mean “drama”. It’s best to talk about positive, uplifting topics…unless that’s what your business or brand is known for. Instead, post about the latest fashion trends (if you’re in the fashion industry) or talk about what’s going on in your city. You can even get people talking by running a poll. Creating a weekly social media calendar, such as giving tips and calling it “Makeover Mondays,” can also help.

Blogs

Last week I had a meeting with a woman who runs a well-known wedding blog and when she started writing she told me that she only talked about wedding stuff. However, she was given the suggestion to talk about other personal topics that people can relate to. Needless to say, the person gave her good advice! You can find her on The Thirty Something Bride.

So to all my current and future clients, please take the same advice. If anything, stick to about 70% topic and 40% personal stuff. Tired of eating the same omelet every day?

There are of course more ways to use the old method of marketing and the new method of marketing and I have barely touched base with them here. All in all, my biggest suggestion to you is…find that happy medium. After all, inbound and outbound marketing go hand in hand.

What did you think of Mashable’s post? Do you use more Inbound or Outbound Marketing in your business? Read it here.

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