Marketing has changed, and marketers have access to so many more options when it comes to delivering their message.

And while the number of available vehicles continues to change, so to does our approach to reaching our desired target audiences.

In the past, we used media vehicles to reach out to these audiences – trying to convince them to buy our product or service. Outbound marketing involved the company’s attempt to convince consumers to “Buy us”.

Today, before making a purchase, consumers have access to considerably more information. And they use the resources available to them to help them make the best purchase decision.

As advertisers, the new focus is on making sure that our message can be found amidst the information the consumer is reading. Are we experts on the topic, do we have opinions, and is our approach a match to the consumers? Today – the advertising focus is on providing appropriate content to create an inbound marketing approach.