Estratégias de Inbound marketing: um estudo de caso sobre a utilização de conteúdo relevante para captação e retenção de clientes em uma indústria

Abstract

The history of the evolution of Marketing begins in the period of industrial revolution, when there was no boring presence of marketing strategies used by existing organizations at the time, this is because at the beginning of the industrial revolution there was no competition, since at that time the production process it was slow, so everything that was manufactured was easily sold, as there was no power of comparison. However, consumer behavior has changed over the years, so organizations have needed to articulate their strategies. The objective of this work is to explore different concepts in the area of marketing, more precisely Inbound Marketing, which is used by most organizations as a competitive differentiator in their actions. The research was conducted through a bibliographical review, covering recently published studies, in addition, interviews and questionnaires were carried out with professionals in the organization's field to obtain data for the construction of ideas, the research involved qualitative techniques. Finally, it is concluded that Inbound Marketing has effective strategies that, integrated with digital marketing, have a competitive advantage in a variant market.