Winning Fans (and Customers) Through Continuous Engagement

Inbound marketing doesn't create demand, it fulfills it, Baer said. No consumer goes to Google to ask the search engine to find a product for them; they go with a product in mind that they want to search for. What brands should focus their efforts on is creating a utility for their customers. You're competing for attention against everybody, Baer said. He cited Lowe's six-second Vine video clips highlighting home improvement tips as a great example of a brand providing a utility for consumers.