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Digital marketing 1
This document discusses inbound and outbound marketing. It defines inbound marketing as "pull marketing" where customers are attracted to a business, versus outbound marketing which "pushes" marketing directly at customers. Key differences are that inbound marketing earns attention without interrupting customers, focuses on search and word-of-mouth, and makes customers feel in control of buying. Outbound relies more on tactics like advertising. The document also covers related concepts like the first moment of truth (3-7 seconds of shelf exposure), zero moment (online research stage), and advocate moment (positive word-of-mouth).
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- 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/
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- 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.
- 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.
- 19. Advocate Moment Of Truth (AMOT)
- 20. Advocate Moment Of Truth (AMOT) • Worth of Mouth = Advocate = AMOT • Google calls it Word of MOT.ocate = AMOT
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