Conventional marketing no longer makes sense. Ads are costly and people are paying less attention to traditional media. Most marketers seek the young people’s market (ages 18-34), but few youthful consumers read extensively. Many viewers record TV shows and fast-forward through commercials. A lot of today’s worthiest promotion happens online. But just shifting to blasting people with ads over the Internet is a backward marketing strategy. Now you need to direct your marketing so that people will look for you online. In their book, web-marketing experts Brian Halligan and Dharmesh Shah show how to reach out to your market through web pages, blogs, podcasts and social networks. Halligan and Shah demonstrate that commercial success depends on developing and producing quality content online. getAbstract recommends this eye-opening report to businesses large and small, established and brand new.
In this summary, you will learn
- Why outbound marketing no longer works,
- What inbound marketing is, and
- How to develop and implement an inbound marketing program.
About the Authors
Brian Halligan, CEO, and Dharmesh Shah, CTO, cofounded HubSpot, a marketing software firm. Halligan lectures at MIT and the Harvard Business School. Shah created the blog OnStartups.
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MIT Press, 2015