Traditional marketing methods are quickly becoming less relevant. The Federal Trade Commission reports that over two-thirds of U.S. citizens are on the FTC Do-Not-Call telemarketing list, 44% of direct mail marketing is never opened, and 86% of TV viewers don’t watch commercials. It’s no secret that traditional marketing is largely losing its effectiveness.
Inbound marketing is the new standard for marketing strategy today. Content-driven inbound marketing provides businesses the in-roads needed to educate and engage clients still in the undecided phase of the buying process. Blog posts on product features, case studies on market research, customer testimonials, and other valuable content is now being leveraged into informing prospective buyers throughout the online sales funnel.
As effective as inbound marketing may be though, there are still many brands using traditional marketing in their business strategy.
Why Some Big-Name Brands Still Embrace Traditional Marketing
Many internationally recognized brands, such as McDonald’s, Walmart, Nike, Starbucks, and McDonald’s still use traditional marketing methods to promote their businesses. These are the brands purchasing Super Bowl commercials, YouTube ad campaigns, direct mail flyers, and other forms of traditional marketing. As an example, McDonald’s alone spent over $72 million on Billboard advertising in 2013.
If traditional marketing methods are truly becoming obsolete, why are these massive brands still making profits in business? These brands and others like them have grown past a tipping point of marketing effectiveness. No one has to guess what the McDonald’s arches stand for when driving down the highway. The use of traditional marketing has set the customer’s expectations for brand recognition, which is why people expect a Coke commercial with polar bears around the holidays.
Why Inbound Marketing Is So Effective
The more common reality is that a vast majority of businesses don’t have the market share, marketing budget, or business history of these worldwide names. Smaller businesses need an effective inbound marketing strategy to communicate their brand message. Many businesses are experiencing tremendous success from content marketing strategies, generating up to 3 times as many leads as companies using traditional marketing.
Using content at the base of a marketing strategy is not a new concept. What is new is removing the pushy sales-driven aspect of traditional marketing in exchange for permission-based marketing: can I share with you more about what our brand does and what we can offer you?
Transforming Traditional Marketing into Inbound Marketing
Some aspects of traditional marketing are still needed within an inbound marketing strategy. For businesses looking to move from traditional marketing to inbound marketing, it’s important to recognize which parts of traditional marketing still play a role within inbound marketing.
CTAs, or call-to-actions, give prospects buying opportunities throughout the sales process. CTAs were first introduced through traditional marketing strategies. Without a clear invitation to purchase, prospects are left holding the responsibility to initiate all buying decisions. Clearly understanding the role of CTAs is important for an effective inbound marketing strategy.
Traditional marketing relies on interruption to snag buyer attention. By reducing interruption moments through qualified lead generation, brands can reposition themselves from interrupting a prospect to rewarding a prospect that is expecting to hear from them. A qualified marketing lead is more prepared for an effective sales pitch to succeed.
For any business looking to transform their traditional marketing into inbound marketing, it takes understanding the purpose and function of both strategies. At Clymb Marketing we specialize in creating strategic inbound marketing approaches to help your business succeed with prospective customers.