نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
2 استادیار، گروه مدیریت بازرگانی، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران.
3 دانشیار، گروه رهبری و سرمایه انسانی، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective: Traditional methods of marketing, especially outbound marketing, have not been effective for various reasons, including advertising saturation, the high cost of attracting audiences in the current digital age, and have led to the formation of new approaches such as inbound marketing. Inbound marketing has attracted the attention of many companies due to its adaptation to the current digital world. Despite the heavy expenses of businesses in inbound marketing, its implementation has not been very successful. One of the most important reasons for its failure is the lack of a suitable model in this field. In this regard, the current research seeks to present an inbound marketing model with a hybrid approach.
Methodology: The research is descriptive in terms of practical purpose, in terms of data collection and in terms of qualitative approach. The method of this research is qualitative. Meta-synthesis includes steps: search, evaluation, synthesis, expression and partial interpretation of both quantitative and qualitative research groups. Transcombination can be done with different methods, in this study, the 7-step model of Sandelowski and Barso was used. The data collection tool is past documents, which generally included 38 articles. The method of data analysis is content analysis.
Findings: After data analysis, 199 codes, 62 concepts, 12 subcategories and 5 main categories were identified: effective factors, dimensions, tools and consequences of inbound marketing. The findings of the research show that the inbound marketing model includes: internal organizational causal factors (employees' digital ability, management commitment and support, digital communication management, digital-oriented approach, company's digital infrastructure, digital trust building), external organizational factors (the country's digital infrastructure, privacy and security , digital rules and policies, digital literacy of customers); Dimensions of inbound marketing (attraction, interaction, attention); Inbound Marketing Tools (Content Marketing, Social Media Marketing, Viral Marketing, Email Marketing, SEO, Web Analytics, Lead Generation); Inbound Marketing Consequences: Consequences for Customers (Emotional, Cognitive and Behavioral Reactions), Consequences for the Company (Customer Acquisition, branding, increasing revenue and customer loyalty).
Conclusion: The implementation of the inbound marketing approach is affected by factors inside and outside the organization, which are necessary and essential to investigate, determine and control their effectiveness before using inbound marketing. Causal factors are a set of factors from inside and outside companies that the marketing team must be careful about. Inbound marketing can be implemented in companies through digital and internet tools, and it is suggested that companies' marketing teams use all the tools mentioned in the findings section, simultaneously and when necessary, with more emphasis on a specific tool. Content Marketing, Social Media Marketing, Viral Marketing, Email Marketing, SEO, Web Analytics, Lead Generation Identified set of inbound marketing tools, each of which requires background and preparation that the marketing team needs to make optimal use of each of the background tools. It is necessary to create for them. Proper use of tools will lead to achieving positive outcomes for both customers and the organization.
کلیدواژه‌ها [English]
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