Inbound marketing
DefinitionContent & Social
Inbound marketing
Being found by buyers who are already looking - through search content, resources and tools that answer their questions - rather than interrupting people who were not. Coined by HubSpot as the counterpoint to outbound; in practice strongest paired with the brand advertising that makes people look for you by name.
Evidence from the library
Brand marketing's commercial contribution is creating future demand - making people who are not yet buying familiar with and positive toward a brand before they enter the market.PrincipleMemory-generated brands are the starting point of the buying process, not searchPrincipleSearching for a brand by name is a demand signal, not an exposure metricPrinciplePerformance advertising mostly directs people to brands they have already chosenPrinciple"Paid search makes activation work better - but that leaves you with the hard job: everything that happens in the two to three years before people Google things. That's the brand job. It's the final frontier." - Les BinetQuote
Source
Marketing Definitions
Brian Halligan and Dharmesh Shah, Inbound Marketing (2009)
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