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This chapter is from the book

Is Outside-In Marketing Really That Different?

The ideas discussed so far in this chapter seem like Marketing 101—all the same things we have always done with offline media. And, indeed, there are similarities. Direct marketers, for example, have long used customer insights and optimization metrics to improve results over time. Copywriters have for many years built audience personas and written audience-centric copy. And advertisers have always tried to place ads at the decision point for their audience.

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