Inbound Marketing. Rarely two words represented both for a specific sector, such as Digital Marketing. And it is that since the appearance of this concept in 2006, its way of conceiving Internet advertising has revolutionized the way of working of thousands of companies around the world.
The new digital formats have changed the paradigms of civilization and have formulated new questions that have required modern approaches, so these new techniques have not taken time to make a name for themselves thanks to the multitude of answers they offer.
Nearly 15 years after its creation, Inbound Marketing agencies and, in particular, Hubspot Agencies are currently the main references in the world of Digital Marketing.
Three decades in which the ‘Conversion funnel has amply demonstrated its effectiveness in meeting demanding objectives – such as recruitment, conversion, sale and loyalty – in a simple, efficient way and, most importantly, fully in tune with the new times.
Statistics have endorsed this because, as HubSpot’s ‘The State of Inbound 2018’ study points out, 72% of companies that apply Inbound Marketing strategies consider themselves satisfied with this commitment.
This represents an increase of 4% over the records obtained in 2017 and places them clearly ahead of the trust data (62%) of those organizations that used traditional or Outbound Marketing strategies throughout 2018.
However, this is not a simple matter of complacency, but also profitability. For this reason, it is important to highlight that the same report stresses that accompanying advertising usually provides a higher ROI (52%) than in cases where it is oriented towards direct appeal (18%).
By now we are clear that Inbound Marketing agencies generate more satisfaction and are more likely to carry out successful campaigns. But it is important that we understand that it is not a matter of ‘witchcraft’, but of adaptation to the new times.
The digital society – emerged at the end of the last century and finished settling at the beginning of the latter – is very particular and has specific characteristics. Fundamentally, because its new technologies are bombarding people with constant stimuli and attention is no longer focused on one point for a long time. The existing offer is huge and very varied and the advertising that fails to please is quickly discarded and dismissed.
According to Page Fair’s latest ‘Adblock 2020’ report, at the end of last year about 763 million global devices were blocking advertising in some way. So users no longer tolerate invasive ads that bother them when they are browsing.
Simple and direct appeals are a thing of the past; And what it takes today is to add value to the buyer person, accompany her in the process and please her to show her commitment to the product. In other words, a laborious plan that includes a multitude of elements such as SEO, Social Media, content or Social Ads; but that, properly planned and structured, helps Inbound Marketing agencies to obtain measurable and lasting results.
But let us specify a little more and point directly to the benefits that this complete method has for companies and their businesses:
Consequently, the question is no longer whether Inbound Marketing is suitable for digital advertising, but why there are companies that are still not clear about its usefulness. The experiences of a multitude of Marketing agencies speak in its favor, as well as the recent boom in its associated tools, such as CRM applications, which reached a value of nearly $ 36 billion in 2017. Therefore, the future allows Let us be optimistic about the adoption of this method as a business solution for the sector, as more and more organizations decide to specialize to carry the label of ‘Hubspot agency’ and be synonymous with quality.