What are the Limits of Inbound Marketing?

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What are the Limits of Inbound Marketing?

Inbound Marketing ?

Philip Kotler, founder of marketing management,
defines Inbound Marketing as: “ The science and art of exploring,
creating, and delivering value to satisfy the needs of a
target market at a profit. Marketing identifies
unfulfilled needs and desires. It defines, measures and
quantifies the size of the identified market and the
profit potential. It shows which segments the company
is capable of serving best and it designs and promotes
the appropriate products and services.”

Why we it doesn’t work anymore

Traditional marketing is characterized today by its
undifferentiation and its limitation in the ability to
identify and reach its target. It’s an equivalent of Mass Marketing, where a company only tries to reach as much people as possible. No segmentation of the Audience, no Segmentation of the Message, no Perzonalization nor Analyze of any type of datas. Even if they can use the image they have of a their Prospect, or Potential Client, it’s complicated to focus each campaign on each possible group.

Therefore, it doesn’t have the same efficiency as a Digital Marketing Campaign for example. The Return on Investment (or ROI) of each support belongs to the bottom 3 for most of them.

It is recognized by its different supports:
• Advertising on the radio
• Print-Media
• Cold-Calling

The fundamentals of marketing are evolving with the
emergence of new technologies. The interaction
between supply and demand is changing : access to
information, intangibility, “unlimited” content or big
data offer new strategies to be developed.

However traditional marketing is a medium still used
in certain sectors (telephony, fashion, events etc).
It remains the only means of physical interaction
between businesses and consumers.

As for digital marketing, its versatility and its client-
centered targeting ranks it today as an essential means
in business strategy.

Nevertheless, even if traditional marketing does not
sell, it allows companies to create a brand image and
position themselves in the consumer’s mind. In terms
of brand positioning, it remains unchallengeable,
unfortunately it generates no direct income.

We also wrote an article about the new Technologies that are about to challenge how we see marketing:

If you want to know more about the new Channel of Communication that will transcend your Communication, click here :

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