The landscape of digital inbound marketing tools adoption by Algerian firms

Hanane Meslem ()
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Hanane Meslem: University of Bejaia, Bejaia, Algeria

Marketing Science & Inspirations, 2024, vol. 19, issue 2, 24-38

Abstract: Inbound marketing is a strategy focused on attracting customers through relevant and helpful content, adding value at every stage of their buying journey. This study investigates the implementation of inbound marketing by Algerian companies. Through a quantitative analysis of 117 companies across 12 sectors, it is observed that the predominant emphasis lies on attracting visitors, marking the initial phase of the inbound approach. However, this singular focus often results in deficiencies in subsequent phases, such as conversion, finalization, and loyalty, indicating an imbalance in the marketing strategy. Thus, we advocate for a comprehensive inbound marketing approach that evenly distributes efforts across the entire customer journey, fostering long-term business growth. It entails investing in tailored tools and strategies for each stage of the buying process, coupled with continuous monitoring to optimize achieved results.

Keywords: inbound marketing; digital; conversion funnel; Algerian firms (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:19:y:2024:i:2:p:24-38

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