Inbound marketing was introduced on the basis that traditional marketing and advertising such as newspaper ads, billboards and TV spots have become less effective. It is the practice of bringing warm, qualified leads into your sales funnel rather than reaching outward to cold, questionable targets.Traditional marketing was largely focused on outbound methods such as cold calls, print ads, attending tradeshows, etc. The idea behind these techniques was to get in front of cold leads and warm them up to the point where they would try your product or service.
The recent research showed that 86 percent of viewers skip commercials and 44 percent of recipients never open direct mail. In contrast companies that are involved in Social Media have 50 percent more website visitors than those that don’t and inbound marketing leads cost 60 percent less on average. One drawback of inbound marketing is the time and effort required to create content.
One example might be the above image of the running shoes. The following example, while technically correct, is not the appropriate description: <img src=”/img/shoes.jpg” alt=”shoes” />. All this tells the SE and users is “Shoes”. It does not describe whether it’s a picture with the word shoes in it, or whether it’s a picture of a shoes. The appropriate image ALT alt attribute would be alt=”A photo of running shoes with gray top and yellow sole” as used in the code above.