On-Demand Marketing

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INBOUND VS. OUTBOUND MARKETING

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91% of people have unsubscribed from a company email they had previously opted into.
86% of people skip television ads.
84% of 25-34 year olds have left a favorite website due to intrusive or irrelevant advertising.
200 million Americans have registered on the FTC’s Do Not Call list.
44% of direct mail is never opened.

THOUGHT: These numbers reinforce what I think a lot of people get intuitively: The old method for commercial communication is broken. (Though I’m surprised the percentage of direct mail that goes unopened is so low.)

Nevertheless, now that we have more control over the information we receive and while that information expands exponentially, our tolerance messages that waste our time or are disruptive is next to nil.

Enter the rise of on-demand or inbound marketing.

So what is on-demand or inbound marketing?

Simply put, it is marketing content that is consumed only when its audience wants to consume it and therein lies the on-demand or inbound aspect of the content. It has been sought out or asked for by, rather than forced upon, its audience.

To be successful, the content must be relevant and useful or compelling and it must be findable.

Types of inbound marketing content can include blogs and podcasts and ebooks, white papers and case studies, video or photos or graphics, and even earned media placements.

In order to be found, we’re usually talking about optimizing content for search but that doesn’t always have to be the case. I’ll give you a personal example.

This summer I was interviewed for a TV news segment about QR Codes and as a result of that interview, I was recently asked to speak at a luncheon to a large group of marketers, some of whom could possibly turn into clients.

The woman charged with finding speakers for this organization saw me on the news segment, remembered my name, searched for me, found my LinkedIn profile and contacted me through it.

In this example, it was the media appearance that prompted the search, so this was more of an inbound rather than an on-demand marketing example. But had I not optimized content for my name, that connection may never have been made.

KEYWORD WEDNESDAY: 26% of searches for “Pinterest” are conducted by women aged 25-34; 23% are conducted by women aged 35-44; 13% are conducted by women aged 45-54; and another 13% are by women between 55 and 64, according to Yahoo! Clues. Only 18% of the searched for “Pinterest” by men of any age.

Thank you for Stanley Kubrick.

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About David Erickson

David Erickson is principal of e-Strategy Media, a digital marketing consultancy based in Minnesota. David has extensive experience in digital marketing and is often used as an expert source by media and asked to speak on the topic before organizations and to sit on panel discussions.