Introduction

Traditional marketing methods don’t work anymore. With over three billion people accessing the Internet, over half of them via mobile devices, you are living in the connected “global village” predicted by Marshall McLuhan in 1968. Power is shifting from company brands to individual consumers armed with influence and currency. Consumers research, shop, and purchase when and where they want, on their own schedules. Does this mean you should give up marketing for good?

Meet inbound marketing, a holistic system that creates meaningful connections between organizations and people. The ultimate inbound-marketing goal is marketing to a customer as an individual, creating a connection that culminates in a desired end — an action in the form of a sale, donation, or subscription.

This book teaches the principles of connecting with consumers on their terms, not on the marketer’s terms. My aim is to clarify inbound marketing best practices so marketers succeed in connecting products with people. This book is a guide for you as an inbound marketing strategist and practitioner.

Inbound marketing is attractive because it creates timely, relevant, and contextual connections. When executed properly, inbound marketing results in an end purchase, donation, or engagement that appears natural to the user because the consumer proceeds at his or her own pace and stays in control throughout the process. All you have to do is communicate an authentic message that resonates and attracts consumers. ...

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