Search engine optimization, content marketing, and the whole of inbound marketing are important for promoting a business. But let’s not forget about advertising.
I recently attended a marketing event where an inbound marketer responsible for search engine optimization and content for a multi-million dollar company complained that her site traffic has dropped because of poor advertising performance.
It was odd to hear her complain about advertising results and yet admit a dependency on them.
Aren’t inbound tactics supposed to replace ads?
Inbound vs. Outbound
For years, some marketers have argued that outbound (traditional) marketing was dead, dying, or less important.
As HubSpot puts it, “Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t always want, inbound marketing forms connections they are looking for and solves problems they already have.”
Take a marketing course from the Digital Marketing Institute, and you’ll hear an instructor, Philippe Polman, say, “In today’s business world, inbound marketing is the most important aspect of digital marketing.”
But is that always true? What if outbound marketing is essential? And why can’t inbound and outbound coexist?
A few facts demonstrate that advertising (outbound marketing) is growing, and the growth is likely an indication of value.
Amazon Ads
Amazon’s advertising...
Read Full Story: https://www.practicalecommerce.com/outbound-marketing-in-an-inbound-world
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