Model for inbound and outbound marketing in digital marketing

Subject Areas : Futurology

Razieh Kokabi ^{1 *} , Kambiz Heidarzadeh ² , bahram kheiri ³

1 - دانشجو
2 - Kambiz Heidarzadeh, Assoc. Prof. Dr. Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 - Faculty of Management, Tehran Center of Management

Received: 2020-05-26 Accepted : 2020-06-15 Published : 2022-08-23

Keywords: outbounded marketing, Digital Marketing, marketing, inbounded marketing,

Abstract :

In recent decades, the development of new communication technologies has led to dramatic changes in all aspects of social life and its effects are increasing day by day. The importance of digital marketing these days is not hidden from anyone and this importance is only due to its rapid growth. It's not because the future of businesses depends on marketing. In the near future, all forms of traditional marketing will work in a new way, in line with digital marketing. Much of inbounded marketing or gravitational marketing relies on creating valuable content and attracting visitors. The present study is conducted with a mixed research approach and the statistical population is academic experts with marketing management expertise and experts active in the field of digital markets. The number of statistical samples in the qualitative stage is sufficient for 12 people to be interviewed and in the quantitative stage 161 digital marketing activists are selected in companies active in the field of internet marketing. In order to validate the model, Delphi method, confirmatory factor analysis and SWRAR technique are used for screening and prioritization of effective factors. Finally, after determining the categories, the general classes of the model are identified in the form of causal factors, pivotal phenomenon, background factors, strategies, intervening factors and consequences.