Inbound Marketing Theory in Traditional Campaigns

Marketing has changed more in the last decade than in any time since the 1950s. The digital revolution has quickly modernized nearly every medium used to reach a target audience and the changes won’t stop any time soon.

One of the biggest changes is the concept of inbound marketing. Inbound or content marketing is different in a number of ways from traditional brand marketing or direct sales because it focuses on building a relationship with prospects and creating a path they can follow of their own accord to purchase services or products.

For those preparing to start a career in the marketing field or for those interested in moving up in their current position, this is the future of most digital campaigns, even for large companies that would otherwise throw money at channels with the largest audience like TV, radio, newspapers and magazines.

What Inbound Changes in Marketing

Nothing about inbound or the tactics it entails is new to marketing. The same psychological pressures are present to drive action from a prospect and the same channels can be used, but the methodology is different, and it’s all because of what digital channels allows us to do.

In the past, it was either incredibly hard or incredibly expensive to reach a target audience where they were most likely to be. You could define a demographic and match the magazines they read or the TV shows they watched, but if you wanted to only show your ads to 28 year old women in Nebraska, it wasn’t quite so simple. So you had to broadcast as much as possible about your brand as loudly as possible to make an impact. People needed to remember that brand when they hit the grocery story or picked up the phone to call a plumber.

Today, people proactively get information on the Internet. In fact, nearly 57% of the sales process is complete by the time someone enters a funnel, almost entirely because of the Internet. People research products, determine what they need, and then start looking for the specific product that will fit their needs, based on the research they completed.

Inbound marketing does two things.

  1. It provides that information when someone is researching a problem they have.
  2. It builds trust with YOUR brand so that when they are finished researching, they will think of you first.

But instead of selling your product or service proactively, pushing them to choose you over XYZ Co., you build a relationship. This requires a keen understanding of the individual you will market your product to, but also the problems they have and the solutions they are seeking.

How Inbound Is Changing Marketing Online

There is still a place for traditional marketing strategies. Businesses still spend millions on Super Bowl ads, billboards, magazine placements, and radio spots. But they also create Facebook Pages, produce YouTube videos, and run company blogs loaded with useful articles about problems they KNOW their audience has.

They do research about their target audience, identify key demographics, and create solutions that will fit the specific needs of those individuals where they are most likely to need them.

And they do it with less investment upfront, and a greater payoff down the line. HubSpot reported in their 2012 State of Inbound Marketing that more than 70% of companies with a blog that is updated weekly make a sale through that blog. This is the kind of payoff you couldn’t see in the past strictly with content like a company newsletter.

Using Inbound Methods in the Future

The importance of this methodology cannot be overstated, even as it just starts to make its way into the curriculum of most major marketing programs. Because the Internet is near instant and because we can interact with our prospects through so many channels at so many points during their day, it’s possible to build a real relationship with someone.

As a marketing professional, it will increasingly become your job to recognize how to create these relationships for your employer and use them to leverage into buying intent. If you can do this with blog posts, videos, white papers, eBooks, emails, and the occasional tweet, your skills will become that much more relevant in a 21st century marketing landscape.

About the Author

Featured on websites in more than a dozen countries, Anthony Chatfield has consulted with business leaders, Fortune 500 companies, and entrepreneurs for much of the last decade.

Anthony currently lives in Staten Island, NY and produces marketing and content development training on numerous websites.

For more information, visit his Google+ Page.

Top 10 Podcasts About Marketing

There is no such thing as a comprehensive marketing education. While a top flight degree and experience in an innovative environment can put you at the top of your field, there is always more to learn.

Technology continues to evolve, industries continue to adapt, and marketing strategies are advancing rapidly to stay ahead of that ever-moving curve.

Fortunately we live in an age of freely accessible information, highlighted by the sheer quality of free podcasts on all things marketing. There are dozens of podcasts on the topic – from classic academic theory to cutting edge tactics and strategies from the front lines.

We’ve narrowed that list down to just 10 podcasts anyone interested in a career in marketing should be listening to.

Harvard Business Review IdeaCast

Harvard Business Review IdeaCast

The Harvard Business Review is one of the best known publications in the business education community.

Their IdeaCast podcast is loaded with interviews, emerging trends in digital and traditional marketing, and discussions on the most effective tools and tactics currently being used. It’s a must download for anyone in or soon to be in the marketing field.

Wall Street Journal on Small Business

Wall Street Journal on Small Business

Along the same lines is the Wall Street Journal on Small Business podcast. While the WSJ podcast is focused more towards small business trends and topics in general, there are a lot of useful insights here about market conditions, consumer behavior, and more.

Again, there are quite a few interviews with industry thought leaders, as well as recent news on small business topics.

The Duct Tape Marketing Podcast

Duct Tape Marketing Podcast

John Jantsch’s philosophy is one that can be applied by any sized business in almost any industry. His grass-roots style marketing strategies can give you insight into how effective marketing campaigns are being scaled at all stages of business growth.

It’s a way to hear case studies from outside of a textbook and imagine how to implement those strategies yourself.

AdAge Outlook


Ad Age Outlook is focused heavily on news in the marketing industry. It increasingly skews towards digital marketing, but Ad Age has long been a solid source of information for traditional marketing channels as well.

Social Triggers Insider

Social Triggers Insider Podcast

Derek Halpern is known for mining gold from social psychology to show how people think, why they react the way they do, and how those insights can be used in your marketing campaigns.

Whether you are studying marketing or hoping to move forward in your career, Halpern’s insights are unique and incredibly powerful for numerous industries.

Social Media Marketing Podcast

Social Media Marketing Podcast

Social Media Examiner produces this podcast almost exclusively about social media. What was once a niche concern is now the focal point of most digital marketing campaigns.

With the Social Media Marketing Podcast, you’ll get insights into how social strategies are evolving, how new product and platform updates will affect you, and what strategies – both in content marketing and advertising – are gaining steam. This is the kind of information anyone seeking a career in marketing should know.


The BeanCast

Now owned by Evol8tion, the company behind, Beancast has been around for a long time, discussing important topics in marketing, from advertising platforms to Google’s SEO updates, to the future of traditional media buys, and paid promotions both in social and offline.

This podcast will not only give you ideas; it will provide real world insights into how what you’ve learned in school or in your career can be applied across multiple verticals.

David Allen Company Podcast

DavidAllen GTD Podcasts

David Allen is the visionary behind the Getting Things Done series of books on productivity. He currently does speaking engagements on that very topic and runs this podcast.

While not precisely about marketing, the concepts here are ideal for anyone seeking a fast paced marketing career. From organizing and prioritizing tasks to analyzing results, Allan’s GTD podcast covers it all.

Game Theory

GameTheory Open Yale Course

Game Theory is one of the fundamental concepts of modern economics and it lays the foundation for much of what we know about how marketing affects its audience.

While you won’t find a lot of direct tactics or strategies in Ben Polak’s course, you will find a lot of very useful insights into how people think and why they act the way they do. Combined with fun examples, an exuberant instructor, and grad-school level discussions, this is a must for any future marketing professionals.

Marketing Over Coffee

Marketing Over Coffee Podcast

Recently relaunched, Marketing Over Coffee features John Wall and Christopher Penn discussing recent news in the new media marketing field along with specific examples of how tactics are being utilized, mostly online but not exclusively. It’s a fun one but also loaded with useful insights and actionable tips.

These are only 10 of the many podcasts that cover marketing topics every week. Let us know what your favorites are, whether it’s one already on our list or one we missed.

There are so many ways to learn and marketers eager to share their successes and ideas – listen carefully and you can walk away with powerful insights that will prepare you for a career in the marketing industry.

About the Author

Featured on websites in more than a dozens countries, Anthony Chatfield has consulted with business leaders, Fortune 500 companies, and entrepreneurs for much of the last decade.

Anthony founded two companies in content development and marketing and currently provides private consulting services for the online-side of small and medium sized business’s marketing campaigns.

Anthony currently lives in Staten Island, NY and produces marketing and content development training on numerous websites.

For more information, visit his Google+ Page.