Content-Marketing- und Inbound-Marketing-Praktiken: Überprüfung der theoretischen Literatur

Content marketing and inbound marketing practices: Review of theoretical literature

Chouaib Dakouan, Redouane Benabdelouahed and Oulaya El Bekkali
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Chouaib Dakouan: UH2C - Université Hassan II de Casablanca = University of Hassan II Casablanca = جامعة الحسن الثاني (ar)
Redouane Benabdelouahed: UH2C - Université Hassan II de Casablanca = University of Hassan II Casablanca = جامعة الحسن الثاني (ar)
Oulaya El Bekkali: UH2C - Université Hassan II de Casablanca = University of Hassan II Casablanca = جامعة الحسن الثاني (ar)

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Abstract: Abstract Since the beginnings of the internet, consumer behavior has completely changed, the advent of technologies and innovations has allowed the appearance of new forms of marketing. Global connectivity has challenged many theories precisely regarding consumer management. As a result, companies are encouraged to open up to their environment, take advantage of new technologies and acquire a place in the digital economy. This article aims to understand the role of content marketing in the digital strategy of companies by highlighting its main tool which is inbound marketing. Through this article, we provide a detailed theoretical review of the practices of content marketing and its techniques, in this case inbound marketing.

Keywords: Marketing de contenu; Inbound marketing; Digitalisation; marketing prédictive Content marketing; Digitalization; predictive marketing. (search for similar items in EconPapers)
Date: 2024
Note: View the original document on HAL open archive server: https://hal.science/hal-04519263v1
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Published in African Scientific Journal, A paraître, ⟨10.5281/zenodo.10852926⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04519263

DOI: 10.5281/zenodo.10852926

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