THE FEATURES OF THE CONCEPT OF INBOUND MARKETING ON INDUSTRIAL MARKET

 Dyachenko A., VV Stadnichenko, PhD. economy. Science 
National Technical University of Ukraine "KPI"
THE FEATURES OF THE CONCEPT OF INBOUND MARKETING ON INDUSTRIAL MARKET
This article focuses on the features of the concept of inbound marketing. The authors proposed to consider the inbound marketing as a tactic integrated use of Internet-marketing tools. The article shows the place of inbound marketing in marketing communications mix and described how to use it. The authors proposed four stages of using inbound marketing in business which are related to the gradual transformation of a potential customer who is interested in information on the Internet for new customers. For each stage authors give its characteristics and effective tools for achieving the goals. Moreover, this article presents a set of key performance indicators for inbound marketing company that provides usage at each stage of some actual figures. Due to the fact that the concept of inbound marketing is relatively new, the authors give advantages and disadvantages of using inbound marketing, and note the barriers to its adoption to the marketing activities of business.
Key words: marketing communications, Internet-marketing, inbound marketing, lead, content marketing.
 
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