Marketing 2.0 in plain language
Hi there,
I’m off camping with my family for a couple of days. My next post will be on Wednesday June 15.
Next month it will be one year ago that I’ve started publishing on this blog. By that time, I should have finished the revamp of my blog that I’m currently working on. I will also share my analysis of the results.
One of the most important changes in the world of marketing over the past years, is the shift from outbound to inbound marketing.
Traditional outbound marketing strategies focus on finding customers. Examples of outbound marketing are TV advertising, print- and banner advertising, billboard campaigns, e-mail marketing, cold calling, etc.
Web 2.0 marketing strategies focus on customers finding you. Inbound marketing makes use of search engine optimisation (SEO), social media, and content marketing.
In 2011, you simply cannot afford to not have an inbound marketing strategy. Here’s why:
Each month there are some 8.100 searches in Google on the term ‘social media case studies’.
A pretty popular search term!
I think these searches come partly from people who are looking for ‘proof’, but also from people who want to learn from the efforts of other companies.
But good social media case studies are hard to find. And besides that, most case studies talk about big brands such as Pepsi, Dell or Zappos.
Over the last year I have been bookmarking links to high quality social media case studies. Most of them are from smaller companies in B2B, B2C, nonprofit and more.
The Cluetrain Manifesto – written in 1999 – is a must read for all businesses wanting to better understand social media. In essence The Cluetrain Manifesto can be summed up in one single paragraph:
As the client guy for we do communications I often talk to new clients. Once we start talking about the social web, I always ask them what their perception is of ‘social media’ and its business value.
In my experience there are two distinct categories of prospects: the ones that want to ‘tap into social media’ and the ones that want social media to tap into them.
Let me explain.
Hi! I’ve been a B2C/B2B marketer for nearly 20 years: founder & consultant at Storywise, brand director at Commodore, marketing director at MonteVerdi.TV and head of marketing & promotion at EMI Music. Today, I’m a proud husband, father of two & content marketing specialist at ROBIN – the intelligent customer service assistant.
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