Inbound Creativity

by T Taylor

6 a.m. My phone alerts me of text messages. I check my tablet and social media. Pass the TV as it flashes weather and traffic and seemingly happy people in commercials. 8 a.m. on my office laptop. Deleting over a hundred email messages en masse. These “people” must know something about me, but I really don’t have the time…

Well, good morning to you, too!

As a creative director and business owner of a marketing firm I need to be connected. If you are reading this, so do you. Technology has made it easier for us to connect with virtually anyone, anywhere at anytime. Sometimes, though, doesn’t it feel like running through a digital gauntlet?

Take a look at this graphic. It’s an “at-a- glance” look at the zillion or so digital marketing businesses and tools available to connect us.


How’s that for overwhelming?

Since 2005, digital “Inbound marketing” has ballooned in growth in keeping with our 24-7 world of electronic devices. Unlike its boisterous older cousin, Outbound marketing (TV, radio, direct mail, sales calls, etc.), Inbound, or sometimes called “Permission” marketing is all about attracting people on the Internet. Once a connection is made, the goal is to develop a relationship, then ultimately offer these people goods and/or services.

As cool or innocuous as this may sound, it’s really all about sales. And it works.

Yet, these technologies by themselves are pretty cold. It’s the thoughtful, human factor that is needed to attract, nurture and build relationships, and make transactions.

This is where creativity comes in.

If you compare Inbound marketing to dating, you want to attract dates by looking your best, having a great opening line, showing off your sparkling personality, telling an interesting or compelling story—and at some point maybe even making a great case for marriage!

There’s a reason why I only glanced at the TV. There’s a reason why I deleted 99% of my email messages. There’s a reason why I did what I did…

Not that interested.

Engineering builds better technologies, but creativity moves people to action. The reason is simple: In our world of routines, we all like to be understood, helped and even delighted when people get to know us and show us new and better ways to find, shop and, of course, buy stuff.

After all, people are not just numbers or addresses. Making the complicated Inbound marketing circus into a simple and effective process requires more than pushing buttons.

It requires strategy, hard work and creative thinking.

Putting creativity in your Inbound marketing programs is simply the difference between failure and success.

“The idea flow from the human spirit is absolutely unlimited. All you have to do is tap into that well. I don’t like to use the word efficiency. It’s creativity. It’s a belief that every person counts.”

-Jack Welch