It's becoming increasingly easy to reach out to potential clients via the Internet and increasingly difficult to reach them through traditional communication channels like print publications, cold calls, radio and television.
The Internet has given the consumer the information, freedom, and tools necessary to reach out to the company of their choice. This has led to a fundamental shift in the way companies engage in marketing. The concept of inbound marketing has risen to prominence with the growing importance of a company's online presence. This new type of marketing has made many traditional outbound marketing techniques obsolete and, in many cases, counterproductive.