Inbound Marketing and the Selective Consumer

Inbound marketing completely revolutionized the digital advertising landscape. Where the early browsing experience had only popups and banner ads, inbound marketing’s goal was to bring consumers closer to the company by using blogs, videos, SEO and search history. By colonizing consumer experience with ads tailored to their search history, companies hope to turn product consideration into purchase.

Inbound created a new market for advertisers. Ads have to work harder than ever to get to their target markets in this selectively digital age. Where consumers used to sit through TV commercials in the past, now they have digital streaming with no ads. Free ad blocker extensions on computers filter out undesirable ads and make the digital experience a smooth one.

Without ad blocker, some consumers were feeling harassed by invasive advertising. All it takes is a simple search for an item like a bookcase for that item to appear in every website users visit for the next week. Many users complained that this behavior was creepy since it discouraged quick Internet searches for products.

Inbound marketing overstepped in that direction. Consumers don’t enjoy having a flyer pushed in their face and a digital version of that is just as repulsive. However, the “Internet generation” has responded much more favorably to other forms of inbound marketing.

Blogs and online platforms are low-pressure ways to build your brand and bring customers to you. Blogs are an easy way to share information about your brand, goals and consumers and depending on your business, a good blog can stretch your presence globally.

Social media has definitely been the number one brand ambassador in the digital world. Consumers love to talk to brands. They love to make fun of brands. They love to follow brands. In an age where every digital step companies take is recorded, consumers have developed a surprisingly forgiving streak. Any social media blunder might be laughed at for a month or so, but ultimately consumers interact with brands online because it’s an easy way to connect.

So what does this mean for companies? First, if you don’t have an online presence, consider one. While tax firms are not going to draw the casual crowd, creating an informative blog can boost your legitimacy and encourage brick-and-mortar business. Similarly, if your brand is fun and laid-back, then having a social media presence that reflects that makes your ideals makes consumers feel closer to you. A well-crafted social media profile is a lot of upfront work, but the benefits multiply with each like and share.

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