Inbound Marketing - the most important digital marketing strategy

• Author: Patrutiu-Baltes L.
• Pages: 61-68

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 9 (58) No. 2 - 2016

Inbound Marketing - the most important digital

marketing strategy

Loredana PATRUTIU-BALTES1

Abstract: Digital marketing has a major importance in the marketing strategy of any

company regardless of sector, size or country of origin. Thus, more than ever, in order to

remain competitive, companies are forced to exploit this form of marketing, which essentially

can bring huge benefits at low costs. The main form of digital marketing is the inbound

marketing, which represents an organic marketing form, based on the close relationship

between the company and its prospects or customers, who have expressed their interest in

the company’s products voluntarily (based on subscription to newsletters, blog, social

networks, etc.) and who have been attracted and involved by a high quality of the content

marketing.

Key-words: Inbound marketing, digital marketing, social networks, SEO, email marketing

1. Introduction

In Marketing, since its coming into being until today, the attention paid to the

consumer has been one of its foundations. Therefore, the entire Marketing strategy

has always aimed to inform the customer, to get his interest regarding the company

and its products, to help him take the purchasing decisions and to make him loyal to

the company’s brand.

If, in the case of traditional marketing, the attention paid to the consumer has

sometimes been dethroned by the attention given to the product into the company’s

marketing strategy, in the case of digital marketing, the focus remains on the

consumer, on his correct identification, on his needs, in order to lay the basis of

effective communication strategies towards him.

In this context, a marketing strategy that only uses content marketing to boost

the product sales is not effective because the “golden rule” practiced by companies

says that the content marketing should be focused 80% on the consumer’s

information and education, and only 20% on the sales’ growth.

1 Transilvania University of Braşov, lore_baltes@yahoo.com