Last week @agraber retweeted an article Inbound Marketing Deception Uncovered that cites a useful example of when inbound marketing doesn’t work. The general idea is that inbound marketing works for replicative businesses but not as much for innovative businesses early in the adoption lifecycle. Put another way, inbound marketing works if people are online actively searching for and talking about your category of product or service. If the category doesn’t have a name yet, or search/conversation volume is too tiny, you won’t see results using inbound marketing.
Inbound marketing is still worth doing in this scenario so as to build up a cache of content and links to be in a strong position when the market grows. For this type of early adopter market, before the chasm has been crossed, the solution is to use outbound marketing including:
- Online advertising
- Email marketing
- Cold calling
Outbound marketing is, and will continue to be, an effective form of marketing, especially for early adopter markets.
What else? What other times does inbound marketing not work?