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The landscape of digital inbound marketing tools adoption by Algerian firms

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  • Hanane Meslem

    (University of Bejaia, Bejaia, Algeria)

Abstract

Inbound marketing is a strategy focused on attracting customers through relevant and helpful content, adding value at every stage of their buying journey. This study investigates the implementation of inbound marketing by Algerian companies. Through a quantitative analysis of 117 companies across 12 sectors, it is observed that the predominant emphasis lies on attracting visitors, marking the initial phase of the inbound approach. However, this singular focus often results in deficiencies in subsequent phases, such as conversion, finalization, and loyalty, indicating an imbalance in the marketing strategy. Thus, we advocate for a comprehensive inbound marketing approach that evenly distributes efforts across the entire customer journey, fostering long-term business growth. It entails investing in tailored tools and strategies for each stage of the buying process, coupled with continuous monitoring to optimize achieved results.

Suggested Citation

  • Hanane Meslem, 2024. "The landscape of digital inbound marketing tools adoption by Algerian firms," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 19(2), pages 24-38.
    • Handle: RePEc:cub:journm:v:19:y:2024:i:2:p:24-38
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    More about this item

    Keywords

    inbound marketing; digital; conversion funnel; Algerian firms;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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