Inbound Marketing - a new concept in digital business

Bezovski, Zlatko (2015) Inbound Marketing - a new concept in digital business. In: 15th International Scientific Conference Society, Economy, Law, Technology and Humanity, 20–21 Nov 2015, Sibiu, Romania.

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The Inbound Marketing, as an Internet marketing concept or a strategy, found its roots in permission marketing and content marketing. As a holistic approach it also incorporates other acknowledged online marketing techniques like search engine optimization (SEO), social media marketing, e-mail marketing, CRM, web automation etc. The main idea behind Inbound Marketing is to attract visitors to a website by creating and distributing useful content, convert those visitors into leads, earn their trust and then turn them into loyal customers. This approach is focused on pull marketing techniques rather than push techniques that interrupt the internet users with an advertising message. Therefore, essential for this strategy is to develop high quality and targeted content, make it available on a search engine friendly web site and share the information on the social media and by other effective means. In order to convert the incoming visitors to leads, the website should exchange free useful content (eBooks, videos, data, software, subscription, etc.) for the visitors’ contact information including their email. The marketing effort is then reinforced using e-mail marketing in order to earn their trust, increase the brand awareness, make initial sales and convert the buyers to loyal lifelong customers addressing to them in every critical stage in the buying cycle. Since the outbound or push marketing techniques are less and less effective many internet marketers are focusing on pull marketing methods including Inbound Marketing as a holistic strategy. The innovativeness of Inbound marking lies in the idea of bringing together all non-interruptive, pull and client centric marketing techniques under one term defining a new industry and also the effort to practice these techniques simultaneously in order to achieve the best synergetic effects.

Item Type: Conference or Workshop Item (Paper)
Subjects: Social Sciences > Economics and business
Divisions: Faculty of Economics
Depositing User: Zlatko Bezovski
Date Deposited: 13 Oct 2016 12:16
Last Modified: 13 Oct 2016 12:16

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