Page 59 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 201559you need to be among the top 20 Internet search results.The first point of this article spoke of how ineffective it is today to employ old marketing tactics centred on the product or service.If I had to sum up the reasons why establishing people-centred relationships or dialogues (inbound) is much more effective than old marketing (or interruption marketing), they would be as follows:• More than 80% of people skip TV advertise- ments.• The number of companies that claim that Facebook is important to digital business has increased by more than 80% over the past two years.• Two-thirds of companies claim that their blog is vital to their digital business.• 67% of B2B companies and 41% in B2C have gained customers through Facebook.• 57% of companies have gained customers through their blog.• 42% of companies have gained customers through Twitter.• 57% of companies have gained customers through LinkedIn.• Three out of every four inbound channels cost less than any old (interruption) market- ing channel.• Inbound marketing actions cost 62% less than any other old interruption marketing channel.(Blog HubSpot)6But without a doubt, the main reason for embracing inbound marketing as a digital strategy in all sectors in general, and in the cultural world in particular (owing, as examined previously, to the huge need to create relation- ships), is the considerable growth in ROI.Inbound marketing tactics not only generate many more leads; they also generate income.And as the Internet continues to revolutionise how we buy, find information, sell and engage with brands, marketing accordingly continuesto change and, as mentioned earlier, develop the digital scalable model. Inbound marketing inthe cultural world makes it possible to create an ongoing dialogue that allows us to adapt ourselves to conversations and detect and adapt to changes. The days of annoying and interrupting people with intrusive advertising are coming to an end.The best way of building a scalable inbound model is to market the effect the product or service has on people.The new age of inbound marketing is based on offering added value and attempting to earn people’s trust.The inbound marketing process uses a broad variety of techniques to create opportunities and generate conversations.Marta Rodríguez