Why Inbound Marketing
 Traditional marketing no longer works. Due to the Internet, customers have changed the way they shop; therefore, marketers must change their methods to reach their target markets. Gone are the days when intrusive adverting works.

Today’s customers are savvy shoppers who use the Internet to search for products and services to solve their problems or accomplish their goals. “The Internet has become a valuable tool to optimize the success of marketing of goods and services, as a practice deviating from the traditional marketing practices” (Tamilarasan, 2014).

A form of e-marketing (or Internet marketing) is a method of attracting prospects and engaging with them across the buyer’s journey known as inbound marketing. “Inbound marketing is a cost-effective way of promoting a company that encourages potential customers through the use of informative and educational content (such as blog posts, Webinars, white papers, and e-books), SEO, and social media” (Staton, 2016, p. 22).

Inbound marketing involves a conversion process that meets a customer wherever they are in the buyer’s journey and helps them to solve their problems, better than the competition. Starting an inbound marketing agency is the best entrepreneurial pursuit for a person with a bachelor’s degree in eMarketing aspiring to provide marketing services to companies using the Internet to grow their businesses.

            Inbound marketing means transforming business to be more helpful, more human, more empathetic. The inbound marketing methodology follows the buyers journey; awareness, consideration and decision. At the awareness stage, a buyer realizes or has symptoms of a problem or opportunity that inbound marketing addresses by providing content that identifies the problem. At the consideration stage, a buyer clearly understands their problem and are searching for various ways to solve their problem. At the decision stage, a buyer has decided on a solution and is shopping for the tools needed.  

Companies new to digital marketing may prefer to outsource their digital marketing needs as opposed to hiring full-time digital marketing employees. Even if a company does hire a full-time digital marketing staff there are still consulting services an inbound marketing agency can provide them.
Staton, M. G. (2016). Improving Student Job Placement and Assessment Through the Use of Digital Marketing Certification Programs. Marketing Education Review, 26(1), 20-24. doi:10.1080/10528008.2015.1091665

Tamilarasan, R. (2014). E-marketing is it indispensable for today's marketing? I-Manager's Journal on Management, 9(1), 1-5. Retrieved from http://search.proquest.com/docview/1565515841?accountid=32521