What is Inbound Marketing?
Inbound marketing, or Permissive marketing is a technique aimed at attracting new customers by providing valuable content and messaging to your audience. Whereas outbound marketing aims to ‘find’ new customers, inbound marketing's aim is to ‘be found’ by new customers. As opposed to sales/promotional messaging, which is seen as an interruption in a customers day, permissive marketing is named so as it aims to be an extension of the content a customer would consume anyway.
Examples of Inbound Marketing
Content marketing, social media marketing and search engine optimisation are all examples of inbound marketing. The ultimate aim is to provide valuable content to those already looking for it, improving customer experience and building brand loyalty and trust.
Outbound marketing pushes sales and promotional material out to customers, inbound marketing pulls customers in by creating awareness of the brand.