Raising brand awareness through inbound marketing in b2b sales on the Russian market
Popova, Elizaveta (2019)
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Constantly developing online technologies affect the way consumers behave when buying products or services. At the early stages when Internet marketing was just introduced, marketers tended to think that a message had to be pushed in order for the customer to make a buying decision. This push approach is called “outbound” marketing. However, due to the abundance of offers and change in the way how people search for the products they need, the consumer became more scrupulous and choosier. Therefore, the outbound approach has become no longer relevant instead, the new approach called “inbound” marketing took over a place and transformed the holistic thinking of how to build marketing strategies for a business. The aim of the present study was to demonstrate the effectiveness of implementing an inbound marketing approach for the purpose of raising brand awareness of a company on the Russian market. The current thesis was based on the theoretical analysis which resulted in building the development plan for a business. In the present thesis, the inbound marketing methodology was used in order to provide an idea behind the inbound marketing approach and demonstrate ways of implementation. The study results showed there is a need to build and apply a holistic marketing approach in order to target the B2B audience on the Russian market. The inbound marketing strategy could be the one which can be easily integrated and bring sufficient benefits to the company ́s business including raising overall brand awareness on the market.