Converting strangers into customers : an inbound marketing plan for case company x
Jokinen, Anni (2022)
Jokinen, Anni
2022
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202204114894
https://urn.fi/URN:NBN:fi:amk-202204114894
Tiivistelmä
The study is constructed of two main subject areas, the inbound marketing and marketing planning. Inbound marketing (IM) is a form of digital marketing strategy which was established in 2005 by Halligan and Shah. IM is perceived as holistic online marketing strategy that combine several techniques and tactics, like content marketing, search engine optimization, blogging, social media marketing, buyer persona etc. The differences of traditional outbound and rather new inbound marketing are described in detail along with advantages and disadvantages of both strategies. Since IM and content marketing are closely correlated, additional information was gathered about content marketing, like content creation, storytelling and thought leadership. Due to relatively new station in the scientific community any form of an IM marketing plan couldn’t be found directly from available databases, thus implicating the relevancy of the study. Therefore, the aim of this study was to attain an understanding of the current state of both IM and marketing planning along with identifying the core components of both subjects. In particular, this study used the systematic literature review method for reviewing the scholarly articles about IM and marketing planning. The study identified together 10 novel and relevant articles discussing the main subjects. Analysis and evaluation of selected articles discovered practical information about IM and marketing planning components that were essential when creating an inbound marketing plan in co-operation with case company’s contact person. Finally, this study suggests an agenda for future research and encourages scholars to contemplate the inbound marketing strategy and IM plan as the potential area of their scientific research.