Old school marketing techniques such as telemarketing, cold calling, direct mail, e-mail campaigns, etc., are known as “Outbound” or interruption based marketing. They have put time starved consumers and businesses in a “do not interrupt me” defensive mode. Protective shields (voice mail, spam filters, etc.) guard against attacks.
Organizations must adopt to the consumer’s altered buying patterns to survive these turbulent times. Realize how people search for information and answers to questions. They do so on their terms, not yours. They do so when they are ready and at times convenient to them. This is especially true of more affluent and higher educated people.
Where do they turn to for information and answers to their questions? The same place you turn to, the WEB. Of course they do! It is open round the clock. Consumers scour Websites, reviews, forums, blogs, and social networking sites such as MySpace, facebook, LinkedIn. Information is dispersed almost instantaneously via Twitter and other broadcasting means.
The key to your Web success is adopting to this newer “Inbound” or permission based marketing. I define this loosely as being at the right place at the right time. Or, in other words, when someone searches for your service or product, make it easy to find you, 24/7/365. Make it easy for them to find you and your information. Prepare your site for Google searches through optimization. Then get your self known by blogging, article marketing, video marketing, press releases, etc.
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