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A New Development in Online Marketing: Introducing Digital Inbound Marketing

Alin Opreana () and Simona Vinerean
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Simona Vinerean: Sprint Investify Research Unit

Expert Journal of Marketing, 2015, vol. 3, issue 1, 29-34

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.

Keywords: online marketing; digital inbound marketing; online brands; content marketing; social media marketing; and search engine optimization (search for similar items in EconPapers)
JEL-codes: M31 M10 (search for similar items in EconPapers)
Date: 2015
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