The advent of the Internet has transformed the lives and behavior of human beings, as well as the way they consume information and the way they interact with companies and brands.
As a result, a new concept emerged: inbound marketing, also known as attraction marketing. Attraction marketing is a methodology that focuses on attracting the customer and providing value, rather than focusing solely on selling, as traditional marketing does. In other words, in traditional marketing , companies seek to attract the attention of their customers by emphasizing the features and benefits of the products or services they offer, without considering whether or not the customer is interested in the product.
Attraction marketing , on the other hand, focuses on the customer, attracting their attention through relevant content according to their needs, which is an essential change in the way the consumer and the company relate to each other. In other words, it does not only seek to sell, but to satisfy the consumer’s information needs, establishing a non-intrusive relationship with the consumer.
One of the elementary differences between attraction marketing and traditional marketing is based on the number of target audiences they seek to attract. Traditional marketing targets a large audience, and the way it communicates with potential customers is impersonal and cold; whereas attraction marketing sends messages to a smaller number of people who show interest in the product or service being offered.
Traditional marketing makes use of unidirectional communication, without taking into account the consumer’s opinion. Attraction marketing seeks to establish a connection with potential consumers, knowing their opinions and needs at all times.
The tools used by traditional marketing are call centercalls, email marketing messages that saturate consumers’ spam , the insertion of pop ups, banners, and pre-roll clips that consumers find on web pages and videos, respectively.
Attraction marketing shares quality content through blogs, social networks, and websites, using a method known as slow, which consists of convincing without aggression. In this sense, consumers look for what they need by themselves without waiting for offers to reach them; therefore, companies must help consumers by constantly resolving their needs and doubts through content that provides added value.
Undoubtedly, attraction marketing proposes a fundamental change in how companies seek to establish connections with potential consumers since it aims to entice them to approach on their own. Traditional marketing , on the other hand, chases customers.
If you would like to learn more about this topic, the International Iberoamerican University offers a wide variety of university programs related to the subject. One of the programs offered is the Master in Strategic Management with a specialty in Management.
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Source: The 5 differences between inbound marketing and traditional marketing
