| Title: | Inbound marketing jako nový směr internetového marketingu |
| Other Titles: | Inbound marketing as a new approach of internet marketing |
| Authors: | Novotný, Ondřej Stříteský, Václav |
| Citation: | Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2015, č. 1, s. 13-22. |
| Issue Date: | 2015 |
| Publisher: | Západočeská univerzita v Plzni |
| Document type: | článek article |
| URI: | http://www.fek.zcu.cz/tvp/doc/akt/tvp-1-2015-clanek-2.pdf http://hdl.handle.net/11025/16353 |
| ISSN: | 1805-0603 |
| Keywords: | inbound marketing;internetový marketing;search engine optimization;internetová reklama |
| Keywords in different language: | inbound marketing;internet marketing;search engine optimization;internet advertising |
| Abstract in different language: | The paper is focused on a new approach of internet marketing called inbound marketing. Its importance has increased with the enormous changes in the field of search engine optimisation. Inbound marketing deals with the techniques that are needed to get found by buyers. It is based on free (non-paid) sources like organic search and social media. While the principle of outbound marketing is buying attention through various media, inbound marketing aims to deserve attention through its tools and activities and reach the relevant target group of customers. The aim of this paper is to assess the relevance and suitability of inbound marketing as a new trend of internet marketing for selected industries in the Czech market. Based on the web analysis of 69 web sites the importance of unpaid traffic sources is evaluated. The importance is assessed both in terms of the share of total traffic to the website, and in terms of business value, i.e. share of completed website objectives (conversion goals). Findings of the analysis show that the importance of unpaid traffic sources and their efficiency is high across most of researched categories of websites. Therefore, inbound marketing can be considered as a useful tool for building website traffic and increasing website effectiveness. |
| Rights: | © Západočeská univerzita v Plzni |
| Appears in Collections: | Číslo 1 (2015) Číslo 1 (2015) |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Novotny.pdf | Plný text | 435,21 kB | Adobe PDF | View/Open |
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