According to HubSpot CMO Mike Volpe, the world of digital marketing has changed and there is no point trying to take things back to the way they were.
Consumers, he says, are blocking out traditional marketing, taking control with the tools they have to access to in order to see what they want, when they want.
The answer, he says, is "inbound marketing."
"We are not doing marketing the way people want to be marketed to today," he recently at the AOL Canada Conversation Studio at Dx3 in March. "Consumers are blocking out a lot of advertising, so they are fast-forwarding through TV ads, they're taking control of the media they're consuming."
To confront that change, he says, inbound marketing is the answer. By building campaigns that bring people in through blogging, social media and SEO, allows marketers to be found where people are actually looking for them.
Watch the whole interview in the video above.