The shift from outbound to inbound marketing is bound to happen

Outbound marketing decay

With Direct Marketing response rates dropping to a historic low and with success rates in the low single digits, Paul Dunay describes in his blog post the changes that are likely to happen from outbound to inbound marketing.

Many leading indicators are there like:
- The large quantities of spam
- The high number of newsletters received every day
- The attention grabbing email subjects
- The people that don’t read emails anymore.

The shift is likely to happen as people:
- Do search the Internet for solutions
- Do search the Internet for references
- Do try to find an independent opinion on the Internet
- Do read blogs for new ideas
The question is when will this shift happen?

The tipping point

Just like consumers, management will keep using proven systems for a while, even when they are not successful anymore. Then they will swiftly change to a new method dropping the traditional methods.

People still might send out 3 or 4 more email marketing campaigns, but if the response rate is simply to low, then new solutions need to be implemented, tried and tested.
Once a product or a method no longer proves to be successful, it is being dumped almost immediately as the return on investment is no longer there.

The change from Outbound to Inbound Marketing is upon us.
The question is just when it will happen and will it happen on a large scale across industries and geographies?

Shifts can happen quickly and can be disruptive for the market and catastrophic for the vendors involved.

Inbound marketing is here to stay

Paul Dunay is also convinced that given the pervasive nature of the Internet the balance of power has shifted towards the customer or prospect indefinitely – which means we will be in a period of Inbound Marketing for a very long time.
Inbound marketing is here to stay as attitudes and methods of work have definitely changed.
People don’t want to be driven or presented to a solution as nowadays they want to find and explore it themselves.

Is your marketing prepared?
If not consult this: LEADSExplorer.