We’re thrilled to launch our latest guide, “Don't Get Stuck in a Marketing Time Machine.”
What is “a marketing time machine," and how can it get you stuck in the past?
The basic analogy this guide’s message is based around is the popular plotline from so many movies and books that has the hero travel into the past and face the ever-present danger of harming the future as a result. Whether you’re watching the Terminator movies, the Back to the Future trilogy, or Hot Tub Time Machine, that same concept remains:
Don’t mess with the past because it can destroy your future.
From a marketing perspective, the business world has changed dramatically in the last several years. Strategies and tactics that were both effective and profitable back then are no longer having the same effect today. And new methods, tools, and concepts have taken their place.
You could find yourself “stuck in the past” if your company continues to invest heavily in old, outdated marketing methods that aren’t providing sufficient ROI, while ignoring or underutilizing more modern methods that more closely align with the current buyer’s journey. Sometimes, this happens because of a lack of knowledge or a lack of resources.
But sometimes, business leaders do it on purpose. And that’s what we call using “a marketing time machine” to get stuck in the past.
Outbound vs. inbound marketing
One glaring example of a decision that can keep you stuck in the past is relying heavily on outbound (interruptive) marketing tactics like direct mail, spam email, telemarketing, or traditional advertising. All these methods interfere with your customer’s normal routine and run the risk of irritating them. More often, they’re simply ignored.
On the other hand, inbound (attractive) marketing is much more in line with how the modern consumer’s buying journey plays out: they begin with an internet search, they pursue information, compare prices, check reviews, learn their options, and often come very close to a final decision, before even identifying themselves as potential customers. A robust inbound marketing plan places your brand, your products, and your answers to all their potential questions, right where it needs to be so it can be found by prospects who are searching for what you offer.
Just like the heros in all our favorite time travel movies, marketers need to do whatever it takes to not get stuck in the past, but to go “back to the future” by adapting to the most effective modern marketing tools and tactics available. Our newest guide will help you do just that.