A paradigm shift has taken place in marketing. Traditional marketing focused on “outbound” tactics such as direct mail, broadcast media and to a certain extent email. These methods are pushed on prospects by the marketer in hopes that someone qualified prospect would take a second to consume that message at just the right time and at some point take action.
Inbound marketing acknowledges that the power is with the prospect. Consumers and business prospects control their media flow. They choose when to consume media. That means traditional tactics are not as effective.