Inbound Marketing what is its history and what is it for? |
Posted: March 17, 2021 |
Digital marketing has gained enormous relevance in recent years, becoming an essential strategy for brands. It is made up of a mix of various marketing subtypes: content, email marketing, and Inbound marketing . Next we are going to talk about digital marketing, reviewing the history of Inbound Marketing and explaining what its main functions and objectives are. Inbound Marketing is a variety of digital marketing that aims to attract potential customers of a brand. Before we talk in detail about Inbound Marketing, we will discuss in more depth the most important characteristics of digital marketing. Digital marketing To talk about digital marketing, first it is necessary to explain what marketing is. The word comes from English, and its equivalent in Spanish would be "marketing." Its function is to investigate the market to offer an adequate response to the needs of customers. Today, we can classify marketing into two broad types: traditional marketing and digital marketing. Traditional marketing refers to the forms of product advertising that were carried out before the appearance of the internet and web 2.0. The media used for this purpose are television, radio, the press, and billboards. With the advent of the internet, new media were also created to reach customers, which made traditional marketing move rapidly towards digitization. It is what is known today as digital marketing, which consists of reaching customers through digital channels. This type of digital marketing has evolved in a remarkable way and today we can find various branches such as content marketing, whose purpose is to obtain dissemination of relevant content and that add value to the user, or email marketing, which consists of creating a list of subscribers to whom to send content of various kinds with different objectives. To develop a digital marketing strategy that generates results, it is essential to master some aspects, such as: SEO: The term comes from the English Search Engine Optimization, that is, optimization for search engines. As its name suggests, the goal of this technique is to optimize organically form the contents so that they have more visibility in any of the search engines (Google, Bing ...) To achieve a good organic positioning, two factors must be taken into account: ? Relevance of the web. Search engines, such as Google, give a better position to content that responds to the user's search needs. ? Authority. One way to increase it is through link building , which consists of including links to third-party web pages. The SEM: Search Engine Marketing. This technique also aims to increase visibility in search engines, but unlike SEO, in SEM this is achieved through paid ads. The best way to get the most out of your digital marketing strategy is by combining SEO and SEM. Social networks: They are the great allies for the dissemination of content. The most important today are Instagram, Facebook and Twitter and the main advantage they offer is that the content published in these media can reach a large number of people. In addition, the algorithm of social networks makes it much easier to get good visibility organically. All these digital marketing tools help create a type of advertising that is less intrusive and more focused on solving user problems. For example, thanks to social networks, it is possible for brands to interact with customers and receive almost instant feedback on products. This allows them to improve, have a better knowledge of consumers and offer them exactly what they are looking for. This type of marketing that focuses on the needs of consumers is known as Inbound Marketing. Next, we will explain what it is, what it is for and what its origins are, the history of Inbound Marketing. What is Inbound Marketing? The purpose of inbound marketing is for the user to reach the brand through a non-intrusive way of advertising. This technique is responsible for guiding the user throughout the purchase process, solving their doubts and adding value to the consumer experience. It is made up of a set of techniques and tools . The best known are attraction tools, such as content marketing and SEO, and conversion tools, such as calls to action, contact forms, and landing pages. What is this type of marketing used for? Inbound Marketing serves to increase the visibility of brands. A good content strategy makes it easier to reach potential customers. Also, if you provide them with valuable information, they will come back for more. This technique also serves to generate quality traffic. If a company wants to have a good organic positioning in search engines, it is necessary that the website has a high number of visits. In this way, Google will detect your relevance and authority by improving your positioning in search results. It is a strategy that what it seeks is to guide the user throughout the entire purchase cycle of a product. That is, Inbound Marketing accompanies you from your first contact with the brand until after you have made a purchase. It is important to clarify this, because one of the characteristics of this type of marketing is that it serves to obtain customer loyalty. Inbound is responsible for providing post-purchase customer support by sending value-added content in the hope that they will buy again. Inbound Marketing History The history of Inbound Marketing starts from the term Inbound Marketing that was coined in 2005 by Brian Halligan, co-founder of Hubspot. However, the appearance of this term dates back many years. According to specialist Peter F. Drucker, we can place the antecedents of Inbound Marketing in the mid-1950s, when the first market research emerged. It was not until the 1950s and 1960s that market research began to develop as such. At that time, information began to be collected on users' consumption habits, which served to create better customer-oriented marketing campaigns. However, those campaigns were still Outbound Marketing. The arrival of the Internet caused a revolution in the world of marketing. Some of the main milestones that changed in the field of marketing have been the invention of search engines (1995), the appearance of SEO (1997), pay-per-click advertising (2000), social networks and, more recently, the emergence of smart phones (2010). Both smart mobile phones or smartphones and social networks marked an important change in user habits, as the most immediate consequence was an increase in the time we spend connected to the internet. Companies had to adapt to these changes in order to reach all types of customers. How traditional forms of marketing, which consisted of interrupting consumers through various channels no longer worked, led to the development of new techniques that created the foundations of Inbound Marketing. Since then, this type of marketing has been developing, which is fundamentally focused on the client and their particular needs. Inbound Marketing is getting a very positive response from consumers, who are already tired of the more intrusive traditional advertising. Website: Rankheal.com Follow Us
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