Inbound Marketing as a new mode?
Recently I moved to Mérida (Yucatán) and I found myself in a curious situation. I had a meeting with an Inbound Marketing company from here and we talked and argued about the impact of it in Mexico.
The problem they are facing is that most of the clients they have are not familiar with Inbound strategies. While traditional marketing works running after our public target, Inbound Marketing builds a base that will help later on to understand the behaviours of the buyer personas of the company, allowing it to create the perfect content for each one of them.
Today I want to write about the importance of the well-done work. Inbound Marketing is seen as a "new thing", as a "new form of Marketing" and for people or companies who are not familiar with it, might be hard to trust on a service they don´t know.
Here is where I want to make my point. Inbound Marketing is a perfected and developed form of statistics. All our lifes, companies have predicted and manipulated the habits of the customers, without us even realising. Take a look at the company Target, back in 2002 they were looking for a number of crunchers. Every year millions of shoppers walked into Target´s stores and handed over terabytes of information about themselves. Most had no idea they were doing it. They used customer loyalty cards, redeemed coupons they had received in the mail, or used a credit card, unaware that Target could then link the purchases to an individualized demographic profile.
To any statistician, this data was a magic window for peering into customer´s preference. Someone´s buying new towels, sheets, silverware, pans and frozen dinners? They probably just bought a new house - or are getting a divorce. A cart full of bug spray, kid´s underwear, lots of batteries, a flashlight and a bottle of Chardonnay? Summer camp is around the corner and Mom can´t hardly wait.
We have been doing Inbound all our lifes. Take for instance, how you buy food. Chances are, the first thing you see upon entering your grocery store are fruits and vegetables arranged in an attractive way. Think about it, positioning produce at the front of a store doesn´t make a lot of sense, because fruits and vegetables bruise easily at the bottom of the cart, logically they should be situated in the registers, so they come at the end of the trip. But as marketers and psychologists figured out long ago, if we start our shopping by loading up on healthy stuff, we´re much more likely to buy Doritos, Oreos or frozen pizza when we find them later on. They knew exactly what they were doing and where they had to redirect people.
In the past two decades however, as the retail marketplace has become more and more competitive, companies started to understand that they couldn´t rely on the same old bag of tricks.
The only way to increase profits was to figure out each individual shopper´s habits and to market people one by one.
And that´s when Inbound kicks in. A series of experiments have shown that if marketers manage to understand particular habits of the people, they can get them to buy almost anything.
In conclusion, we have been doing a form of Inbound for a long time, during all this time and without even realising we have been the main target of big companies. For those who are not sure about how Inbound works, or not sure about the results they will get, think about all the progress that this companies made years ago without having the facilites that we have nowadays.
Inbound Marketing is really helpful and good when the analisis of the buyer personas is done with care and time. It is the basis that might lead your company to success. It is obvious that it takes time to analise all buyer personas, that´s why companies shouldn´t put preassure on seeing results. They will come once the base is completed. A task well begun is half done.