TAILIEUCHUNG - The State of Inbound Marketing

Domains of influence to consider when planning intervention activities for reaching a target audience from multiple perspectives. These four domains, known as the “Four P’s of Marketing,” include: product, price, place, and promotion. (See also, Policy.) Market Research Research designed to enhance your understanding of the target audience’s characteristics, attitudes, beliefs, values, behaviors, determinants, benefits, and barriers to behavior change in order to create a strategy for social marketing programs. Also called consumer or audience research. (See also Barriers, Benefits, and Determinants of Behavior.). | The State of Inbound Marketing HubSp t January 2009 Table of Contents Summary of Overview of Inbound Respondent Sample Questions The State of Inbound Inbound-Driven Businesses Report Significantly Lower Cost-Per-Lead Than SEO Drives Disproportionately Higher Percent of Blogging Leads All Social Media Channels in B-to-B vs. B-to-B and B-to-C Businesses Report Similar Budget Sales Leads Align with Budget Small Businesses vs. Larg er Small Businesses Spend More on Blogging and Small Businesses Analyzing Sources of Sales Conclusion and Additional Appendix Online Marketing in t Page 2 of 16 Introduction Summary of Findings The State of Inbound Marketing offers readers three key findings 1 Inbound marketing channels deliver a dramatically lower cost-per-sales lead than outbound channels. Respondents that spent more than 50 of their marketing budget on inbound marketing consistently reported a lower cost-per-sales lead than those that spent 50 or more on outbound marketing. In fact inbound marketing-dominated organizations experience a 61 lower cost-per-lead than outbound marketing-dominated organizations. Businesses are responding by allocating a greater portion of their budget to inbound marketing. Currently 37 of business lead-generation budget is dedicated to inbound marketing whereas 30 is dedicated to outbound marketing efforts. We expect this gap to widen significantly over time. 2 Blogs lead other social media categories in terms of importance to business. Blogs are frequently cited as the most useful type of social media marketing with 75 of those familiar with their business blogging efforts saying they are useful important or critical to their business. MySpace finished last in terms of importance of those that use the service for business .

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