Review of Inbound Marketing -- Halligan and Shah

Halligan and Shah hit on what I believe are some very fundamental concepts regarding social media in the current online marketing environment. Their assertions reinforce my own in that business people and marketers need to accept social media as another necessary presence on the Web. While not all social media channels may apply to all business scenarios, they offer us another branded point-of presence on the WWW that we can use to connect with our target audience. I also agree with the authors in their claim that social media channels should be used to build relationships and begin the conversion process, sending prospects and leads to our primary Web site for further conversion (hopefully to complete conversion). Also covered in the book is a good review of search engine marketing – both organic search engine optimization and pay-per-click. A good read and great resource for anyone looking to understand the new direction of online marketing.