Print: Evolve from Outbound to Inbound Marketing

http://whattheythink.com/articles/65025-lets-proactively-evolve-print-outbound-inbound-marketing/

Outbound marketing is promotion-based; spread the message about my company, my products, and my services to as many people as I can interrupt in the hope that some will find the message relevant. Print examples of this are blasting out huge direct mail campaigns to strangers, newspaper advertisements, and billboards. The majority of outbound marketing messages get ignored – we filter mass e-mails, we fast forward through commercials, we ignore billboards, we throw away junk mail.
Inbound marketing is attraction-based; give something away, create compelling content in exchange for the permission to market to a prospect who has already found your message relevant. The message in inbound marketing isn’t about you; it’s about your customer’s challenges – that’s what makes it relevant and compelling to them. We also ignore some of this marketing, not because it interrupted us but because it wasn’t relevant to us. When it is relevant, we consume the content and give “permission” to send further marketing messages.