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Why pushing will get you slaughtered in advertising; and pull is the future.
Your Kickstarter is nearing its deadline, so sure, you have a good excuse to spam every “influencer” you know, begging for a link. But they ignore you. You work for a content marketing company, and you obsessively track how many clicks your articles get, even though the crap you write embarrasses you. You make graphs of how many Instagram followers
... See moreSeth Godin • This Is Marketing: You Can't Be Seen Until You Learn to See
Buyers get annoyed with the interruptive tactics referred to in the first two sets of questions. At HubSpot, we call these tactics “outbound marketing.” Outbound marketing just doesn't work anymore. Buyers dislike outbound marketing so much that they actually invest in technology to keep these tactics out of their lives.
Mark Roberge • The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million
Selective consumption is the basic principle behind inbound marketing, the philosophy made popular by HubSpot, a fast-rising Internet marketing software company. In essence, consumers are tuning out traditional, interruption-based marketing methods, and choosing when and where to interact with brands.
Paul Roetzer • The Marketing Agency Blueprint
The ad exists to get a click. The click exists to either make a sale or earn permission. The sale exists to lead to another sale, or to word of mouth. Permission exists to lead to education and to a sale. That’s it.
Seth Godin • This is Marketing: You Can’t Be Seen Until You Learn To See
Ad people (they’re not just men anymore) begin to realize they need to stop preaching to consumers and start listening to them. That’s what “sense and respond” means—a dialogue.