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The case for inbound marketing: What’s in it for you?

By Alexandra Reid

Hubspot’s Brian Halligan coined the term “inbound marketing” to distinguish marketing activities that focus on the consumer experience from traditional outbound marketing tactics.

Inbound marketing is about earning the attention of prospective customers, media and other market influencers. This approach is different from traditional outbound marketing tactics which push messaging on target audiences.

While outbound marketing tactics still hold an important place in a company’s marketing mix, inbound marketing is gaining steam because of a fundamental shift in consumer behaviour. With new technology at their fingertips, people are more in control of what information they receive and how they receive it. As reported by Hubspot, people are skipping over TV advertisements, unsubscribing from company emails, and leaving websites because they aren’t providing them with information they value. Businesses are realizing that they have to communicate on their interest groups’ terms to earn their attention, trust and loyalty.

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