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First, we need understand what is Inbound Marketing, and after let’s go have a acknowledge about this ‘thing’ works indeed. Shall we?

A LONG HISTORY ABOUT CONSUMPTION

For many years, the society only have one concept about sales and Marketing, Outbound Marketing. This definition is like ‘direct sales’, using common tatics for sell and bait more clients.

The pure action sell. But in recent years, we learned about “Communication and Branding”. Now we don’t only sell, also sell ‘values’. But what’s values? Value isn’t product’s worth, but how much this worth for your client’s mind.

For Outbound Marketing, this new ‘thing’ don’t find a place. Because if you understand about values and acquire solutions (buy products), you will understand about acquire long solutions. An extended experience.

For example. You watch a show, this specifc show have a many product’s line like action figures, games and books. Old times you only buy a notebook with a series’s cover or acquire a game. Finish then.

But today if you watch a tv, you obtain culture. Culture isn’t a simple product. For example, you watched Stranger Things. Which cultures and subcultures can you perscepts on tv show? Vintage times, nostalgic stuffs, 1980s, period before cellphone or maybe your childhood. Do you see?

Culture’s time, Culture’s technologies and any others topics. You don’t simple watch a tv show. Because that phenomen, current market’s scientist analyis that the new product’s shape isn’t a simple ‘buy it’.

But a enormous possibilities for extend-sells. For Outbound Marketing that use specific sales’s tatics don’t allow reach a ‘property result’. Don’t mention a term ‘culture’ only ‘solution’. For this case you need pay attention, all products will solve problems (so solutions) but in old times you don’t see this ‘culture’.

Today you can ‘obtain’ culture without necessary buy anything. You can create a colaboration without to be or a real partner. This ‘culture’ is na abstract fragment more then ‘solution’.

Today you can notice that many people don’t need watched tv show for like it. Or even make a commentary about. Nobody need acquire anything for have or be. This culture allow you think about. For this situation, the Inbound Marketing was create.

Look this case, you know definition for ‘Inbound’ is ‘focus on bound’. Your main purpose is understand about ‘human’s soul’ literally. Then you can create a communication turn back for a specific audience, the believe about culture like a solution.

INBOUND ON ADVERTISING AND COPYWRITING

When you create a specific actions for a niche audience, you need understand 100% your culture. Today we talking about niche audience then more mass audience. Why? Different the old times, nowday we have specific solutions. Each client have a unique problem. I will go explain this.

Everybody need a smartphone, do you agree? But for which problem? Same problem? No. Do you need a smarpthone for work, study, research, relax…this many motives. For each people each motives can will be more specifics.

Same time ago, i read a book called “Long tail” by Chris Anderson (2006). It’s 19 years ago, now this market is mature. Mass audience still exists, but we have a strong niche audience. Same products…for diferents reasons.

On advertising you see “Company trying talk with your audience using culture’s elements like childhood, good memories and jokes (memes, humor)”.

On Copywriting you see “Replies between companies” for what? You can see a interaction the two companies (Commercial entities) like “two normal people talking”. If you understand like that, you buy it.

This new tatics want ‘create a normal culture near a client. This new tatics we called ‘Inbound Marketing’.

CASE: WE HAVE PROBLEM WITH NEW TACTIC

Do you know which problem is? I mentioned a book, Long Tail, there you find a critical situation about niche audience. Is very specific, today, this specific is a subgroup more specific. Like a infinite loop? Yes. We have six cleary problem here:

– All tactics, action, campaign is expensive;

– All plans need understand human’s psicologies;

– Don’t exist ‘half’ understand, you need full understand;

– Humans can’t stop consume;

– The changes is permanent and frequently;

– Always innovation, until dry pond.

Already we can see some aftermath this ‘new tatics’. Like a lot movie’s reboot, re-use old ideas, remakes, sequences, specially the old titles (movies in 80s and 90s). Almost nothing is new…why? The sixth item of us problem’s list (Always innovation, until dry pond). Now the pond anywhere place is dry. No more new ideas, no more new solutions or new cultures. Same after same without stop.

Finally we became a real ‘Modern Times’ by Charles Chaplin.

See later!