Inbound Marketing Trends: From Blogs to Chatbots
16 de August de 2022
16 de August de 2022
“Get yours now! Don’t miss this incredible chance!”. In traditional advertising, the sale came first and it was what mattered the most. That sort of bombardment slowly fell into disuse with the advent of the digital market, the new client profiles and the huge competition that took place in new marketplaces where it was fundamental to seduce the users through relevant content that would make them want to establish a relationship with the brand and make a purchase. There, inbound marketing or attraction marketing began its journey.
Attraction marketing puts users at the centre of the experience, which allows them to feel important and build trust in their interactions with a company. Their needs and problems come first. Companies seek to amuse, entertain, inform or help their clients. They make an effort to speak their language and carry out research in the channels in which the users move and consume. And this all translates into reputation and trust in brands.
The inbound marketing cycle includes these main stages:
As we have seen, content comes first in inbound marketing: quality content, unique, different and useful; content that sets our brand apart and that is, most importantly, attractive and interesting for users. In this context, some channels have experienced a greater boom than others:
The future of marketing, like many other commercial environments, will be marked by the development and innovation in the field of AI. A practical example is that there is a forecast of growth and improvement of chatbots that tells us that they will be able to give answers and offer experiences that are much more human and friendly.
We are moving towards a goal of target audience hypersegmentation as a means to offer a direct and unique experience to each customer. And constantly improving digital channels functionalities will play a major role in this.
Attraction Marketing seeks to spark interest and attract clients by offering quality content that is useful to them and that will help them close a sale. Being extra careful of this content, identifying interesting channels and offering an increasingly personalised experience is the key to succeeding.
Article written in collaboration with Jocelyn Márquez, Julie Villarreal, Johana Quiñonez, Michiel Das.