A Review of Research on Inbound Marketing
The aim of this paper is to review the available research studies on the subject of Inbound Marketing. Over the past decade, traditional marketing has been relegated to the background, as the new concept of Inbound Marketing has gradually taken its place. For this paper, specific search terms were used in the Google Scholar search engine and the results were shortlisted according to the year of publication. From the review of the available studies on the subject, it was highlighted that Inbound Marketing has slowly replaced traditional marketing strategies. In this paper, we have covered the evolution of the concept of Inbound Marketing as well as the different definitions which have been proposed by various authors. We will also cover the disadvantages of traditional marketing, a comparison of inbound and outbound marketing, and digital inbound marketing.
Keywords: Inbound marketing, traditional marketing, trend, review