How to transcend your inbound marketing strategy and your sales funel

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How to transcend your inbound marketing strategy and your sales funel

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 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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