Sarah Jones gives an overview of the differences between inbound & Outbound Marketing
Fundamentally, a digital marketer is focussed on inbound marketing, and earning the trust and business of the consumer, but what exactly is the difference between inbound marketing and outbound marketing, and should one be ignored in favour of the other?
Traditional marketing, or outbound marketing, has been around for hundreds of years, and generally encompasses advertising and direct mail amongst others. William Caxton, England’s first printer, helped sell a book he had produced by creating the first advert printed in English, in 1477.
There’s no denying that over the following centuries this ‘interruption’ marketing worked and billboards, newspaper adverts and television adverts have sold many products, to many consumers that they wouldn’t otherwise have reached.
Enter digital; or rather, the Internet. With the wide world web has come the ability for the consumer to search, research and discover information that was previously unattainable, or expensive and time consuming to find. When someone needs a web designer they don’t dig out the yellow pages or phone book, instead they head to Google or yelp, look at reviews, contact companies, and get advice for free on who they should use. This is ‘helpful’ marketing.
Free events for Small Business held at Exeter Library.
Exeter Library is joining the Business and Intellectual Property Centre network. As a Business and Intellectual Property Centre we follow a programme and ethos developed by Business and Intellectual Property Centre at the British Library, London, providing support to business owners, entrepreneurs and inventors.
At the Centre you can access a comprehensive collection of online databases and publications, and attend practical workshops, one-to-one advice sessions and inspiring talks.
A range of workshops, presentations and master classes for start-ups, entrepreneurs and existing businesses. The events are delivered by the Business and Intellectual Property team based at Exeter Library and industry specialist Delivery Partners from the business community.
Chris Shaddrick looks ahead for Marketing Trends in 2016
It’s that time of year again… The decorations are down, you’ve purchased a new gym membership and the thought of another mince pie is unbearable. Happy New Year to you all! This month I want to make sure you’re switched on for the year ahead and discuss trends. By now I am sure many of you (especially if you work in marketing) have been bombarded with everyone’s predictions for 2016… Will Snapchat help Presidential candidates win the 2016 election? Or will Virtual Reality… Become reality?
In all seriousness, myself, Sarah and Rob have now been running Digital Exeter for nearly a year. If you haven’t heard of the event, we bring together likeminded individuals who work in marketing, digital and tech to share their views and experiences from their own work and also what’s going on or trending.
So, I wanted to share my thoughts on how businesses should be adapting their marketing strategies in 2016:
I was very pleased when asked to speak at the first Digital Exeter event. Creating a community around those of us working with digital technologies can only help Exeter become a more connected city. It was great seeing so many people there and so much enthusiasm for a new venture.
My talk was titled World Cultures Digital Initiative – from MOLLI to API http://bit.ly/1HQZRaj . I started with an explanation of why museums love digital technologies. Not only does it give us a way of widening access to our collections, research and other work it allows visitors to communicate with us.
I unashamedly used the F word in my talk. In museums F stands for funding and I gave an overview of how our funding limits and enables digital work with collections. Finally I brought the two strands together by talking through how we used past experience and recent work to deliver our new World Cultures Collection website. http://rammworldcultures.org.uk/