From: Giovanni Rodriguez
Back in 2000 in Silicon Valley — when one of the first big bubbles burst — I had the great fortune of finding refuge inside a great startup that was seen to be recession proof. Many reasons for this, including the fact that the CEO despised all the silly, high-spending sales-and-marketing shenanigans that nearly crushed our local economy. She had also taken a fancy to a then-smallish company (not huge yet) called Google GOOGL +0.56%, which seemed to be approaching marketing in an entirely different way.
“Why can’t we be more like Google?,” she said to our small-yet-growing marketing group. It made some of us nervous to hear that. Why? Well, it didn’t appear that Google did any marketing. Which was the point that our frugal leader was trying to make. (Ouch.)
But not everyone on our team was nervous. What some of us were beginning to understand was that Google was at the forefront of a new movement that would ultimately change the rules of marketing. In fact, as I tried explaining to my colleagues back then, Google was in fact a marketing company in its own right, and was only then just beginning to reveal its master plan for growth. It was a time to sit up and take notice, not freak out. The times they were a-changin.
Fast forward five years. It was then that a guy named Brian Halligan — the future CEO of a company called HubSpot — coined the term “inbound marketing.” Crediting Halligan and others, Wikipedia has a definition:
“Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, newsletters, whitepapers, SEO, physical products, social media marketing, and other forms of content marketing which serve to attract customers through the different stages of the purchase funnel.”
If you are a marketing consultant (like me), no doubt you will have noticed how a number of niche industries — social media, content marketing, marketing automation — have seemingly all combined to form this much larger discipline called inbound marketing. I say discipline because there are so many marketers in the Valley today who understand they need an inbound marketing program, even if they don’t know what that would exactly entail. In raw business terms, inbound marketing has become a line item for many startups: an expense that the management team and BOD understand that they need to absorb. And there are three reasons why, beginning with a persistent and evolving trend which today which we use to call “on-demand computing.” read more at forbes.com