June 11th I attended the third edition of Inbound Marketing Made in Madrid in the central location of Cines Callao, to know a little more what are the latest trends to structure and streamline the marketing funnel. I was pleasantly surprised that there was high participation, since in total there were 370 people who would fill the room and more than 120 who were with us via streaming. This shows that marketing increasingly captivates the attraction of more marketers, bloggers, advertisers, communicators and journalists, among other sectors.
It is really good news for our fellow company Inbound Cycle, because they have managed to position this event Inbound Marketing as the most important in the Spanish speaking world. The event included the participation of 8 outstanding speakers, among whom was David Thomas, and five bloggers related to the field of digital marketing.
For those who come back to the question: What is Inbound Marketing? It is a methodology that is increasingly taking more depth within the marketing sector of online advertising, and that shuns traditional ads that can saturate the receptor, and generates a type of Native Advertising that offers quality, useful and current information for the final public. Using publishing platforms like social networks, blogs prestige and digital media.
Its success relies on effectiveness to build and promote the brand image of companies. Helping companies approach customers, understanding that behind every user is a person who wants to have their special needs understood. "Humanize advertising and marketing" is one of the premises that have been most stressed during the talks.
Native Advertising
During his presentation, David Thomas, CEO and cofounder of Cyberclick, surprised us with an interesting and impressive presentation on Native Advertising, which aims to provide information that builds people’s trust. For this reason the content relevant to the user "is king" and from there you have to search the web or the most appropriate means of publication, without being invasive, so as to generate a positive reaction from consumers to the company and brand. "Marketing departments have to think and act as editors of media, written for the users and have adapted to their tastes."
In addition, David remarked that marketers and their teams have to function as laboratories where they have to hypothesize, investigate what texts and headlines have generated a better reaction (engagement) and discarding the least. Understanding that each social media outlet should publish different content - customize and don’t automate - and not the same for all networks.
Inbound Marketing and Outbound Marketing
Another one of the talks I want to emphasize is that of Pau Valdes, CEO of Inbound Cycle, explaining that nowadays consumers find what they are looking for through paid ads in Google Adwords (SEM), social networks, organic search and references opinion forums. Those responsible for digital marketing have opted for these formulas, broadcasting in recent years wisely, but according Pau "we must not forget the more traditional marketing or Outbound Marketing: TV, radio, banners, retargeting or emailing. The marketers were saying that these techniques had become obsolete and lost effectiveness. But in reality they are techniques, which continue to operate, as television commercials. Therefore, the most effective campaigns are those that currently meet with Inbound and Outbound techniques ".
The rest of participants gave lectures focusing on digital marketing, their methodologies were:
A round table was also held with some of the most influential bloggers in Spain to discuss what are the best methods to attract traffic. It involved
After a full day of inspiring talks, the truth is out there waiting for us to use and apply the knowledge to our projects, personal life and customers.
Laia Cardona