The marketing landscape has officially changed—and marketing teams must adapt or risk falling into oblivion. Since the Internet has more than doubled the number of marketing channels, traditional outbound marketing (newspapers, consumer magazines, radio, trade magazines, TV) is quickly going out of style. Inbound marketing, on the other hand, is on the rise. This includes marketing via such channels as mobile media, social media, social networks, and search engines. Inbound marketing accounted for 34 percent of all the leads generated in 2013, and it produced 54 percent more leads than outbound marketing. The rise of digital marketing also means access to more trackable data—price points, demographics, and traffic.
Marketing departments must understand the importance of establishing a strong social media presence. Over the last year, the number of questions on Facebook brand pages has increased by 85 percent—and a full 74 percent expect a response within 60 minutes. Brands did respond to 60 percent of questions ask via social in 2013. Hiring the perfect marketing candidate is a challenging task. He or she must be curious about the inner workings of the Internet, extremely organized, funny, passionate, metrics-driven, and self-motivated. Perhaps most importantly, the candidate should be a team player.
To explore more details about the marketing evolution, check out the infographic below!