Inbound marketing

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The Inbound Marketing Summit uses the term in the sense of getting found by customers
Key concepts

Product • Pricing • Promotion
Distribution • Service • Retail
Brand management
Account-based marketing
Marketing ethics
Marketing effectiveness
Market research
Market segmentation
Marketing strategy
Marketing management
Market dominance

Promotional content

Advertising • Branding • Underwriting
Direct marketing • Personal Sales
Product placement • Publicity
Sales promotion • Sex in advertising

Promotional media

Printing • Publication • Broadcasting
Out-of-home • Internet marketing
Point of sale • Promotional items
Digital marketing • In-game
In-store demonstration • Word of mouth

Inbound marketing and its opposite outbound marketing have various meanings depending on the context.

  • One pair of definitions[1][2][3][4] are:
    • Inbound marketing is a style of marketing that focuses on getting found by customers. This sense is related to relationship marketing and Seth Godin's idea of permission marketing. David Meerman Scott recommends that marketers "earn their way in" (via publishing helpful information on a blog etc.) in contrast to outbound marketing where they used to have to "buy, beg, or bug their way in" (via paid advertisements, issuing press releases in the hope they get picked up by the trade press, or paying commissioned sales people, respectively). Next best action marketing can also be applied.
    • Antonym: Traditional marketing (outbound marketing) is where companies focus on finding customers by advertising. This sense is related to intrusion marketing and Godin's term interruption marketing.
  • An older pair of definitions[5] are:
    • Inbound marketing is market research. In contrast to the above, pieces of information about customer needs, not customers themselves, flow into the company. Knowledge of customer needs drives future product capability. This sense is related to the term product management. Peter Drucker believed[6] this to be the quintessence of marketing.
    • Antonym: Outbound marketing is marketing communications. In this sense, information about finished product capability flows out to prospective customers who have a need for it. This sense is related to the term product marketing.

See also


  1. Burnes, Rick (18 November 2008). "Inbound Marketing & the Next Phase of Marketing on the Web". Retrieved 22 April 2009. "Inbound Marketing is marketing focused on getting found by customers." 
  2. "Inbound Marketing Summit". Retrieved 22 April 2009. 
  3. Vittal, Suresh; Anderson, Elana; Joseph, Jennifer (January 9, 2007). "How Technology Enables Inbound Marketing: Evaluate Interaction Management To Optimize Real-Time Recommendations".,7211,40760,00.html. Retrieved May 7, 2009. 
  4. Halligan, Brian; Shah, Dharmesh (2009). Inbound Marketing: Get Found Using Google, Social Media, and Blogs. John Wiley & Sons Inc. ISBN 0470499311. 
  5. McNamara, Carter. "Marketing - A Commonly Misunderstood Term". Retrieved 2009,April 19. 
  6. Drucker, Peter F. (1974). Management: Tasks, Responsibilities, Practices. New York, NY: Harper & Row. p. 64–65. ISBN 0-06-011092-9. "There will always, one can assume, be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available..." 

External links

  • a community website for marketers where marketers can learn, share knowledge and build relationships. (Uses 'inbound' in the sense of getting found by customers.)sv:Inbound marketing
Personal tools

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