The internet has changed everything.

From the way in which people communicate, get entertained, get news, watch videos, get a date, do everything; life will never be the same.

Because of this, the old marketing dinosaurs (outbound marketing or ‘interruptive’ marketing) is rapidly dying as well.

People are smarter and there is simply too much clutter, too many players, and too many messages for us to pay attention anymore.

Here are some stats to back these claims up:

  • 44{e108bb21be762fc6fa6f79a68ef8277ec5dd508afc1fd385a5d42c82a88a4204} of direct mail is never opened.
  • 86{e108bb21be762fc6fa6f79a68ef8277ec5dd508afc1fd385a5d42c82a88a4204} of people skip right through television commercials.
  • 84{e108bb21be762fc6fa6f79a68ef8277ec5dd508afc1fd385a5d42c82a88a4204} of 25 to 34 year olds have clicked out of a website because of an “irrelevant or intrusive ad.”

Interrupting people isn’t working.

Beyond it not working, our BS detectors are have become finely tuned, which has left us more skeptical and apprehensive then ever before.

We no longer buy on whims.

We research.

After all, everything is a 30 second Google search away.

Inbound marketing is here to stay

So what are business owners and marketers to do?

Adapt and take on a new paradigm.

The new marketing paradigm is being termed inbound marketing.

Inbound marketing focuses on earning, not buying, a person’s attention, which is done through social media and engaging content, such as blogs, podcasts and white papers.

When done correctly, content is interesting, informative and actually adds value. This creates a positive connection in the eyes of the consumer and makes them more likely to engage in your brand and buy the product.

I ran into this infographic which shows the differences between the two kinds of marketing.

Check it out.

inboundmarketinggraphic