• http://www.brickmarketing.com/ Nick Stamoulis

    “inbound marketing isn’t defined by what you spend, it’s defined by the direction of the flow.”

    I think that’s a great way of explaining inbound marketing. Instead of trying to make people realize they need something inbound marketing sets you brand up to be ready when the customers figure it out on their own and come looking for what you have to offer.

  • Nick Boylan

    Maybe I’m missing something, but…how is a trade show booth interruption marketing? Granted there are some annoying booth workers out there, but I don’t think that makes something where the user has to explicitly go to a trade show, and often pay to get in, an interruptive action.

  • Dale Brose

    I’m totally inline with this view. Good PPC is inbound because it’s goal is to provided content that is aware of the context of the search. I would agree that using the paid vs unpaid comparison is not looking at it from a business owner or brand manager point of view. Seen from that point, NOTHING is free. Not even earned media.

  • John Meadowcroft

    Agree. This whole article, to me, isn’t very well thought out and is quite favourable to web marketing.

    If radio, TV and print ads are classed as interruptive then so surely must PPC at the very least and SEO. The publishing trade has had to survive for decades using interruption marketing and people that buy mags and papers understand that.

    They can flick through a mag before they buy it, they wouldn’t buy a mag filled with just ads which, to me, cancels out the intrusion aspect entirely. Consumers digesting specialist media understand this.

    The amount of money agencies and brands spent (especially pre-penguin/panda) link building to cheat SERPs easily makes it one of the most intrusive forms of advertising over the last five years.

    Organic app store visibility, too. Do they think Angry Birds and the like just happened? A lot of awareness for those types of media were raised from ‘interruption marketing’…

  • http://www.CoreyCreed.com Corey Creed

    Agree. The phrase Inbound marketing was made up by HubSpot. Moz is perpetrating it. It’s very subjective and too general, IMO.

  • Lauren Redgrave

    Fishkin knows the obvious – seo is dying. Slowly, but still. They had to develop the idea of inbound marketing. And think it’s great because search engines positions are not all. I realized it while using ColibriTool (http://colibritool.com), that positions aren’t the most important thing. Seo will survive but only with inbound marketing.