One of the more popular, ubiquitous terms used by so-called digital marketing experts is “inbound marketing.” Essentially, the term refers to the notion that because of the internet and its plethora of readily-available information on most anything and everything, consumers already know what they need and want, so companies need not participate in “outreach” activity (outbound marketing and advertising) by and through traditional channels.
These so-called experts claim that their offering of digital-only services (social media management, blog posts, and website management) is all any company or professional practice really needs in terms of marketing.
While it is true that consumers do have access to a great deal of information, it is simply a mistaken notion that traditional advertising isn’t necessary. The truth is, oftentimes–as has always been the case–consumers “don’t know what they don’t know,” and the ONLY way that any business or professional practice can reach (invite) new customers, is through traditional, outreach-focused marketing efforts, using platforms like TV, print, radio, signage, email, and others.
Beneath the big push of the “inbound marketing” services promoted by most smaller, inexperienced digital marketing and “PR” companies is the fact that they simply do not have the resources or experience required to offer their prospective clients marketing services using traditional media.
Don’t be misled by these so-called “experts.” The fact is, they don’t offer other forms of marketing or advertising for one reason only– they can’t.