BENEFITS AND CHALLENGES OF THE CLASSIFICATION AND CATEGORIZATION OF INBOUND MARKETING EFFECTIVENESS INDICATORS

Ralitsa Yaneva ()
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Ralitsa Yaneva: Shumen University “Episkop Konstantin Preslavski”, Bulgaria

Economic Science, education and the real economy: Development and interactions in the digital age, 2020, issue 1, 543-554

Abstract: In a competitive global online environment, inbound marketing has become one of the most successful forms of marketing practiced by organizations that have diversified businesses. Its rapid development has made it a preferred format in a dynamic and deeply personalized online environment. However, this raises the need for indicators to measure and manage its performance. As a result of the research, a package of categorized and classified metrics was proposed, measuring outbound marketing approaches in an online environment, in the case of emergent and realized communication activities with clients. Performance indicators tailored to precise strategic intentions give a clear picture of stakeholders about their position and potential. Their Classification and categorization allow to define a framework for measurement procedures subsequently.

Keywords: inbound marketing; performance; metrics; classification; categorization (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
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