Glossary of Marketing Studies and Research
Inbound marketing is a strategy implemented by a company in order to be found by the customer.
This practice developed with the huge flow of information on Internet and the growing number of Internet users in the world.
The objective is to avoid disturbing the consumer and letting him come spontaneously developing communication actions by providing useful information and services with a relationship marketing policy. Inbound marketing is the opposite of outbound marketing which is a pejorative term that designates traditional marketing techniques. Outbound marketing is also called interruption marketing because it imposes advertisement on consumers.
Inbound marketing includes :
• community management on Internet : social media,
• writing and managing published content on Internet : « content management »,
• referencing actions : natural or paid,
• analysis of Inter users’ bahavior : « analytic » actions.