Inbound Marketing: What to Expect in the Millennial Age

Inbound Marketing: What to Expect in the Millennial Age

Last week, HubSpot unveiled its "2013 State of Inbound Marketing Report," a treasure trove of insights derived from a survey of over 3,000 marketers. Overwhelmingly, the report indicates that inbound marketing is effective, growing and clearly linked to a boost in sales. Of course, we already knew that! Here are some of the most compelling statistics from the report, in our view:

  • 60 percent of companies have inbound marketing plans for 2013
  • Marketers assign 11 percent more budget to inbound tactics than outbound
  • In 2013, 48 percent of respondents will grow their inbound marketing budget
  • Inbound marketing efforts add 54 percent more leads into the marketing funnel than outbound activities

From our perspective, video content should be an integral component of these inbound marketing plans. Consider the figures from comScore's "2013 U.S. Digital Future in Focus Report," which uncovered that "the U.S. online video market attracts an average of 75 million viewers every day and streams nearly 40 billion videos per month." With such high consumer demand for visual, video content, successful inbound marketing campaigns must incorporate video.

It's also interesting to consider how inbound marketing could--and will--shift in light of Millennial consumption habits and preferences. A recent survey from the University of Southern California (referenced in this post from Brafton) found that 51 percent of Millennials are comfortable with sharing information with brands or companies as long as they're getting something in return. With the reigning generation embracing this perspective, the possibilities for inbound are endless. Check out USC's infographic on the data below for further fun facts: