Inbound marketing como estratégia de posicionamento e comunicação: o caso La Belle Dance

Abstract

Inbound Marketing is a category of digital marketing strategy that aspires, through relevant and pertinent content production, draw more visitors and potential clients to webpages in which it is applied. Along with Technology Innovations that happened in the past decade, consumers behavior has also changed, making the traditional process of marketing not as effective as it once was. Thus, marketing itself was required to adapt to find new and improved approaches to captivate the audience, which is the case of the inbound technique. Taking in consideration that Inbound Marketing does not requires an expensive monetary investment, this technique becomes more compelling to micro and small enterprises that have an interest to engage in communications, although they do not have an abundant budge available. To this analysis, was approached the concepts of Digital Marketing, Content Marketing, Permission Marketing and inbound Marketing, as a method to comprehend the different strategies between each tactic and how they perform alongside potential clients. Subsequently, was implemented an action research applied to inbound marketing in a dance school, measuring, later, the results of its final data.