Remember when companies sent direct mail pieces, had salesmen cold-calling door-to-door, spent fortunes on postage, coffee mugs, radio, outdoor, tradeshows, and commercials? Whew!
Today in the 21st Century we have a world where savvy buyers can find what they want – when they want it. They don’t need to wait for an ad or coupon to come in the mail to tell them what to spend their money on.
When a business or an individual needs a price or to check on availability of a service or product they let their keyboards and smart devices tell them what is out there. We call this in-bound marketing. The marketer only needs to provide a sweet landing space for the buyer’s interest.
It is a whole new world.
So why are so many marketers still doing things like the old outbound world demanded?
It’s like this: you are an in-bound marketer whether you want to be or not. It is just whether you are a successful in-bound marketer or a failed one. See, because of technology, the marketplace has taken charge of what it wants and, well, it likes it that way. So the question is how marketers will respond.
Smart money is on the businesses that recognize that the mass change to in-bound marketing has already occurred. These with-it companies are crafting their online presence to attract and win today’s smart device owner. Oh, did I forget to mention that desktop computers have begun to lose some their immediate relevancy? You… you didn’t know that, you say?
OK, this is going to take us aaaaall the way back to 2010. So last year. As the race to dominate heated up between the iPhone and Android phones everything that can be left behind on a desk… was left behind.
Well, today’s buyers are kind of into immediacy. “I’m here but what’s over there?” “I’m going there what else is there?” “If this is priced this much here what can I get elsewhere” “What is in my area?”
With all of this thinking going on the hand of said buyer is already holding the smart device that will give them the answers they seek. Right now. And there you go: immediacy!
Maybe Grandma or that stodgy boss you had in 1998 is still writing a note to themselves to look all of that up when they get back to the old PC. But, the folks that aren’t going to be tied to antiquated methods are finding companies and brands that are ready for them and their money.
Remember it’s only in-bound for you if they find you.