What is Inbound Information Technology

Question: How many of the original Standard and Poor’s (S&P) 500 list originally created in 1957 are on that list today?
Answer: 74 – or just 15%. And of those 74 companies, only 12 have outperformed the S&P index average.^[1]

Perhaps these organizations suffer from the mantra,

"We don’t do that here."

However, as the use of the internet has exploded in the last decade, organizations have shifted into using inbound tools and techniques that focus on earning the visitors’ attention as contrasted with traditional outbound techniques that focused on buying attention.  

Inbound focuses on earning the permission of the visitor to communicate with them.  

The tools and techniques required to communicate with individuals encompass social media, blogs, and subscription-based email.  Use of these tools and techniques requires a holistic approach to incorporate effective keyword targeting, use of landing pages, search engine optimization techniques, as well as responsive and personalized websites.  

Inbound demands content that is educational, engaging, and personalized as well as analytics and analysis.  Correctly done, inbound is engaging, educational, and encompasses thought leadership.  

[1] Gary Cokin, Why Once-Successful Companies Fail, Information Management, Jan 6, 2015