Learn in the textbookDiverse Marketing Methods and Promotion
DefinitionInbound marketing (インバウンドマーケティング) publishes useful information so that customers find the company themselves, gathering prospects and eventually turning them into customers.
ExplanationA prospect (見込み客) is someone who has not bought yet but is interested in the product and may become a customer later. This method uses content such as articles and videos to introduce the company to people who are already looking for information. Instead of the seller making the first contact, it sets up a flow in which the other party comes closer.
AnalogyInstead of calling out to passersby in front of a shop, it is like running a popular cooking class and waiting for interested people to sign up on their own.
Memory hookInbound means "inward." Japanese also uses インバウンド for foreign visitors to Japan; in both cases it means coming in from outside, and here it means customers coming to the company.