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A New Development in Online Marketing: Introducing Digital Inbound Marketing

Author

Listed:
  • Alin OPREANA

    (Lucian Blaga University of Sibiu)

  • Simona VINEREAN

    (Sprint Investify Research Unit)

Abstract

Particularly in online settings, marketing is undergoing a transformation. Online business can no longer rely on traditional marketing tactics and campaigns to attract, retain and expand consumers because there is a transformation in how people interact with brands and companies, how they shop and buy in online and offline settings. Traditional marketing is no longer a viable option because it focuses on pushing a message out. In online business framework, a new marketing development has arisen, namely digital inbound marketing. This new marketing type is focused on attracting valuable consumers (potential, existing, or aspirational) that choose to interact with a particular company that provides them with something useful. In this paper, we propose a definition for digital inbound marketing and examine the online strategies associated with this concept: brand-focused marketing communications, content marketing, social media marketing, and search engine optimization.

Suggested Citation

  • Alin OPREANA & Simona VINEREAN, 2015. "A New Development in Online Marketing: Introducing Digital Inbound Marketing," Expert Journal of Marketing, Sprint Investify, vol. 3(1), pages 29-34.
    • Handle: RePEc:exp:mkting:v:3:y:2015:i:1:p:29-34
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    Citations

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    Cited by:

    1. Eva M. Sánchez-Teba & Josefa García-Mestanza & Mercedes Rodríguez-Fernández, 2020. "The Application of the Inbound Marketing Strategy on Costa del Sol Planning & Tourism Board. Lessons for Post-COVID-19 Revival," Sustainability, MDPI, vol. 12(23), pages 1-15, November.
    2. Simona VINEREAN, 2017. "Content Marketing Strategy. Definition, Objectives and Tactics," Expert Journal of Marketing, Sprint Investify, vol. 5(2), pages 92-98.
    3. Valter Afonso Vieira & Marcos Inácio Severo Almeida & Raj Agnihotri & Nôga Simões De Arruda Corrêa Silva & S. Arunachalam, 2019. "In pursuit of an effective B2B digital marketing strategy in an emerging market," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 1085-1108, November.
    4. Yanting Gu & Fiorenza Belussi & Rajneesh Narula, 2023. "Entering European countries: advantages and difficulties for Chinese electric vehicle firms," "Marco Fanno" Working Papers 0302, Dipartimento di Scienze Economiche "Marco Fanno".
    5. María-Dolores García-Santiago, 2022. "Communicating the Resilience and Corporate Social Responsibility of SMEs during Lockdown in Spain: A Visual and Exploratory Study of Communication Mechanisms and Strategies," Sustainability, MDPI, vol. 14(13), pages 1-26, June.
    6. Banerjee, Syagnik & Xu, Shichun & Johnson, Scott D., 2021. "How does location based marketing affect mobile retail revenues? The complex interplay of delivery tactic, interface mobility and user privacy," Journal of Business Research, Elsevier, vol. 130(C), pages 398-404.
    7. Erdmann, Anett & Ponzoa, José M., 2021. "Digital inbound marketing: Measuring the economic performance of grocery e-commerce in Europe and the USA," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    8. Bleoju, Gianita & Capatina, Alexandru & Rancati, Elisa & Lesca, Nicolas, 2016. "Exploring organizational propensity toward inbound–outbound marketing techniques adoption: The case of pure players and click and mortar companies," Journal of Business Research, Elsevier, vol. 69(11), pages 5524-5528.
    9. Thanisorn Rojanadilok & Viroj Daraviroj, 2019. "The Effect of Content Marketing on Decision Making of Graduate School of Business Administration in Thailand," Journal of Education and Vocational Research, AMH International, vol. 9(2), pages 27-30.
    10. Ponzoa, José M. & Gómez, Andrés & Mas, José M., 2023. "EU27 and USA institutions in the digital ecosystem: Proposal for a digital presence measurement index," Journal of Business Research, Elsevier, vol. 154(C).
    11. Simona VINEREAN, 2016. "Branding Strategies for Social Media Marketing," Expert Journal of Marketing, Sprint Investify, vol. 4(2), pages 77-83.
    12. Almeida Fernando & Santos José Duarte, 2020. "The Role of Social Networks in the Internationalisation of Startups: LinkedIn in Portuguese Context," Management & Marketing, Sciendo, vol. 15(3), pages 345-363, September.

    More about this item

    Keywords

    online marketing; digital inbound marketing; online brands; content marketing; social media marketing; and search engine optimization;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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