3. New
Marketing
Environment
• Inbound
Marketing
• Out
bound
Marketing
Environment
http://www.whatisinboundmarketing.co.uk/what-‐is-‐inbound-‐marketing/
4. Inbound
marketing
• Inbound
marketing
is
pull
marketing,
i.e.
getting
the
customer
to
come
to
you.
Outbound
marketing
is
push
marketing,
i.e.
putting
you
in
front
of
customer.
http://www.whatisinboundmarketing.co.uk/what-‐is-‐inbound-‐marketing/
5. Inbound
Vs
Outbound
marketing
• Inbound
marketing
looks
to
earn
someone’s
attention
without
interrupting
their
attention
flow.
This
contrasts
with
outbound
(or
interruption)
marketing,
which
interrupts
their
flow
to
gain
attention.
http://www.whatisinboundmarketing.co.uk/what-‐is-‐inbound-‐marketing/
6. Inbound
Vs
Outbound
marketing
• Inbound
marketing
is
focussed
on
getting
a
business
found
by
its
potential
customers,
who
are
made
to
feel
as
though
they
are
in
control
of
the
buying
process.
http://www.whatisinboundmarketing.co.uk/what-‐is-‐inbound-‐marketing/
7. Inbound
Vs
Outbound
marketing
• For
inbound
marketing,
think
search,
blogs,
word
of
mouth.
For
outbound
marketing,
think
cold
calling,
TV
advertising,
print
advertising.
http://www.whatisinboundmarketing.co.uk/what-‐is-‐inbound-‐marketing/
9. First
Moment
Of
Truth
(FMOT)
• Proctor
&
Gamble’s
term
• defined
as
the
3-‐7
seconds
after
a
shopper
first
encounters
a
product
on
a
store
shelf.
10. First
Moment
Of
Truth
(FMOT)
• Precious
few
seconds
(best
chance
to
convert
the
converting
a
browser
into
a
buyer,
by
appealing
to
their
senses,
values
and
emotions.)
11. Zero
Moment
Of
Truth
(ZMOT)
• In
2011,
Google
introduced
ZMOT
•
An
important
step
was
taking
place
before
the
consumer
had
even
encountered
the
product.
12.
13.
14.
15. •
This
is
the
research
stage,
where
consumers
learn
about
the
product
through
a
variety
of
sources,
often
relying
as
much
(or
more)
on
peer-‐to-‐peer
knowledge
and
experience
as
they
do
on
‘official’
media
and
advertising.