Inbound marketing is all about creating value for customers; it?s not direct selling, according to Andy Mihalop, head of digital at MoneySupermarket.com.
He suggested that business owners start brand-led conversations via social media because consumers are increasingly making decisions based on peer recommendations.
"In the future, it will be all about value exchange and to build this relationship between brand and consumer, brands really have to focus on providing content that users are interested in," he added.
?By producing quality content brands will ultimately be rewarded with business and loyalty.
?Technology is really an enabler, allowing you to take the data that you hold and derive insights to make actionable steps to engaging with your audience.
?This allows you to deliver the right message to the right people on the right channel and at the right time.
?This insight can then optimise your inbound marketing efforts, ultimately leading to increased value for consumers."
Mihalop (pictured below) made the comments ahead of the Inbound Marketing UK 2013 conference, which is taking place on 20 March in association with internet marketing agency Ph.Creative at Liverpool?s ACC.
He will take to the stage alongside a number of high-profile speakers including Martin MacDonald, inbound marketing director for Expedia EAN, Joe McEwan, communities manager for Innocent Drinks, and Paul Fabretti, head of social media for Telefonica UK (O2).
Bryan Adams, Ph.Creative managing director, described inbound marketing as a ?huge growth area? within the digital arena.
Around 250 people will descend on Liverpool for the event. Click here for more information.
By Kirsty Hewitt
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Source: http://www.enforbusiness.com/news/inbound-marketing-not-be-confused-direct-selling-20139595
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