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Evaluating the effectiveness of inbound marketing measures on community
Elisabeth Sindlhauser
eBook Edition: 2015

Internet and social media as an integral part of business relationships today ease communication with existing customers but should also be able to attract new potential clients. The purpose of this study was to find out whether it was possible to build a sense of community among potential business customers and other interest groups in the property asset management market with the instruments provided by inbound marketing.

Theoretical information was collected chiefly from scientific literature in form of books, business journals, and academic online sources. The empirical data for this thesis was gathered as a mixture of qualitative and quantitative research, mainly by conducting semi-structured interviews with participants in the marketing campaign, figures provided by the case company, as well as through direct observation of the process by the author.

Contrary to expectations, the results indicated that it was not possible to build a close-knit, active community among the recipients of the inbound marketing measures due to the quite passive behaviour of the target group in this stage of the company life cycle. However, the recommendations for future marketing laid out in the thesis took this fact into account and concentrated on further awareness creation for the company rather than multilateral communication. (From Author)

eBook Contents

Abstract - Introduction – Inbound Marketing – Community – Tracking Performance – Target market – Empirical Research – Figures

eBook License
: Copyrighted from The Saimaa University of Applied Sciences

Free PDF eBook – 1,5 Mb - 72 Pages
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