The scenario has changed and strategies need to change as well.
More important than an economic crisis is a change in consumer behavior. People no longer want to be interrupted by a flood of messages from products and services that don’t interest them. They are increasingly immersed in the digital environment where they seek information about what they are interested in consuming. The companies that understood this new dynamic are becoming “findable” by these consumers who, ignoring the competitors’ traditional marketing techniques, end up reaching their digital relationship and sales conversion platforms.
When the best costs less
If you ever needed to advertise using traditional media such as TV, radio, billboards, newspapers, and magazines, you certainly realized that the investment is high and the return uncertain. In addition to the high costs of creating, producing, and running an advertising piece, there is also the waste of reaching a large number of people who are not interested in what you are offering or are not even part of your target audience.
In Inbound Marketing, serving content on digital channels, and hiring an online campaign costs a fraction of the conventional method. In addition, your message has a reach that is enhanced by its sharing by those who identify with the brand and/or content and, because it is not restricted to the contracted periods of traditional media, it will remain available on your online channels contributing to “ findability ”of your brand, product or service.
Your offer found by those who want and can buy
Yes, everyone has already felt reduced consumption in their pockets. A basic consequence of this is that added to the public that is not interested, there has been a considerable increase in people who cannot buy your product or service, making it even more expensive to advertise to the masses.
Hence the importance of reaching those who are really interested and able to buy what you want to sell. By using the strategy of attracting instead of offering, Inbound Marketing allows your offer to be found by those who have concrete potential (interest and income) to acquire it.
The proven result has more value
As mentioned above, one of the problems with advertising strategies focused on the use of mass media is the difficulty of proving results, with many advertisers feeling the anguish credited to Lord Leverhulme: “I know that half of my advertising budget it’s wasted, but I don’t know which half ”.
This is a significant advantage of Inbound Marketing: whatever your goal, it can be easily verifiable and measurable. Whether it’s engaging leads, recognizing authority, generating more conversions, or reducing the cost of sales, you have real-time concrete data on the outcome of each initiative or investment.
In this way, it is possible to verify the successes to stimulate their continuity and discover the errors to correct in a fast and economical way what is not giving the desired return.