SALES OPTIMIZATION THROUGH INBOUND MARKETING: A DIGITAL MARKETING STRATEGY

Abstract

Recognizing the importance that the Internet assumes in current business and the rapid technological evolution, the aim of this study is to analyze the adaptation of marketing to this new reality, as well as the strategies and tools that currently exist that provide support. Definitions of relevant concepts for research are presented, highlighting the potential of digital marketing and the innovations that have emerged on the web, which allow to correctly align an inbound marketing strategy in the traditional sales funnel, optimizing them and maximizing profits. Based on the research carried out, this study highlights the set of the most important activities to be carried out at the different stages of the consumer's purchasing journey, with the objective being to create a good inbound marketing strategy. Several technological tools currently available on the web are also presented, some are open source and others commercial, which can be used together or separately according to the type of business.