In the past few years there has been a significant shift towards inbound marketing. Power has shifted from the marketer to the consumer; the outbound technique of chasing consumers with ads is no longer effective. Instead, through the use of inbound techniques, marketers are focusing on capturing consumer attention with valuable content, which eventually lures them in as potential customers.
Hubspot recently released their State of Inbound Marketing Report, which provides valuable insight into the direction of the marketing world. It revealed that the biggest marketing priority in North America is to convert contacts and leads into customers. Ironically, generating traffic and leads is also the biggest challenge marketers face.