Imran Sadiq Gill Keirin - B2B Marketing Trending Toward “Inbound” Strategies

There are very few certainties in life, but one thing that we can all be sure of is that nothing stays the same. Change is inevitable, and in the technology arena, in the business world and in our personal lives, we never know what may lie around the next corner. The internet and ever-evolving modes of communication have made the world a much smaller place in recent years, and have enabled us to access information and open dialogues at the touch of a few buttons, or at the activation of our voice. 

As the latest technology applies to marketing and advertising, or more specifically, business to business marketing (B2B marketing) and business to business advertising (B2B advertising), social media, blogs and increasingly robust websites have now become the “tools of the trade.” As a result, costly and laborious mass mailings and banks of telemarketers, although not obsolete, are fading in favor of “tweets” and search engine optimization (SEO).

The Trend toward Efficiency

From the ad agency to the PR agency to the B2B internet marketing agency, no one has been spared the effects of a tightening economy. This has caused marketers to adjust their strategies and intensify their focus on making the most efficient use of their resources, and has been a catalyst in the trend toward “inbound” or “content” marketing.

Consumers and companies are constantly bombarded with ads, inquiries and information, most of which they have learned to ignore. Therefore, as opposed to wasting time, money and energy advertising to an uninterested majority, marketing strategies are being tailored toward reaching target markets and more likely prospects.

The aim of a brand or company’s inbound marketing efforts is to attract customers who are already interested in a product or service. Customers know what they want, and they now have easy access to resources that will allow them to find the best products at the most favorable prices. This is why companies that make the best use of social media, create the most informative and user-friendly websites and incorporate highly-effective search engine optimization (SEO) practices into their marketing strategies will have an advantage over the competition as we move forward in an ever-changing world.