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Inbound Marketing Strategy Proving Successful

15 Sep 2014

According to the Inbound Marketing Survey by Ascend2 many companies are now integrating social media, search engine optimization, content and other tactics for Inbound Marketing purposes, and most are doing it successfully. The findings presented in the Summary Report represent the average of all market segments responding to the survey.

According to Wikipedia, Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to bring customers in closer to the brand

Improving the quality of leads trumps the importance of increasing the quantity of leads as top objectives. Most important is increasing the rate at which leads convert. 23 per cent of all companies rate Inbound Marketing "very successful", compared to only 8 per cent that are "not successful" achieving important objectives.

The lack of an effective strategy and the creation of content are the most challenging obstacles to reaching the next level of Inbound Marketing performance.

A majority (58 per cent) of companies outsource all or part of their Inbound Marketing campaigns to supplement internal capabilities and improve campaign performance

Original content created to generate inbound traffic is most effective when combined with search engine optimization, the second most effective tactic. Content creation is not only the most effective tactic for Inbound Marketing purposes, it is also the most difficult tactic to execute.

Used by 69 per cent of companies to manage inbound programs, marketing automation saves time and resources, and creates a highly personalized experience for customers. Inbound Marketing integration is a good example of the whole being greater than the sum of its parts, and 90 per cent of companies integrate tactics to some extent.

Ascend2 Research Surveys are conducted online from a panel of more than 50,000 US and international marketing and sales decision-makers and practitioners representing a range of contact roles, company types, sizes and geographic regions.


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