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Journal of Technologies Information and Communication

Inbound Marketing Strategies: Attitudes and Practices of Portuguese Digital Marketing Professionals
Sandrina Teixeira 1 * , Paulo Cardoso 2, Guilherme Menezes 3
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1 CEOS.PP, Accounting and Business School, Polytechnic of Porto, Portugal
2 Fernando Pessoa University, Lusíada University, Porto, Portugal
3 Accounting and Business School, Polytechnic of Porto, Porto, Portugal
* Corresponding Author
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Research Article

Journal of Technologies Information and Communication, 2020 - Volume 1 Issue 2, pp. 33-48

Published Online: 13 Apr 2021

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How to cite this article
APA 6th edition
In-text citation: (Teixeira et al., 2020)
Reference: Teixeira, S., Cardoso, P., & Menezes, G. (2020). Inbound Marketing Strategies: Attitudes and Practices of Portuguese Digital Marketing Professionals. Journal of Technologies Information and Communication, 1(2), 33-48.
Vancouver
In-text citation: (1), (2), (3), etc.
Reference: Teixeira S, Cardoso P, Menezes G. Inbound Marketing Strategies: Attitudes and Practices of Portuguese Digital Marketing Professionals. Journal of Technologies Information and Communication. 2020;1(2):33-48.
AMA 10th edition
In-text citation: (1), (2), (3), etc.
Reference: Teixeira S, Cardoso P, Menezes G. Inbound Marketing Strategies: Attitudes and Practices of Portuguese Digital Marketing Professionals. Journal of Technologies Information and Communication. 2020;1(2), 33-48.
Chicago
In-text citation: (Teixeira et al., 2020)
Reference: Teixeira, Sandrina, Paulo Cardoso, and Guilherme Menezes. "Inbound Marketing Strategies: Attitudes and Practices of Portuguese Digital Marketing Professionals". Journal of Technologies Information and Communication 2020 1 no. 2 (2020): 33-48.
Harvard
In-text citation: (Teixeira et al., 2020)
Reference: Teixeira, S., Cardoso, P., and Menezes, G. (2020). Inbound Marketing Strategies: Attitudes and Practices of Portuguese Digital Marketing Professionals. Journal of Technologies Information and Communication, 1(2), pp. 33-48.
MLA
In-text citation: (Teixeira et al., 2020)
Reference: Teixeira, Sandrina et al. "Inbound Marketing Strategies: Attitudes and Practices of Portuguese Digital Marketing Professionals". Journal of Technologies Information and Communication, vol. 1, no. 2, 2020, pp. 33-48.
ABSTRACT
Inbound Marketing is a specific digital marketing strategy that aims to attract traffic to the brand's website, convert that traffic into potential customers to generate sales and loyalty subsequently. Given the importance that this approach has acquired in recent years, this research analyzes the extent to which companies and digital marketers are aware of Inbound Marketing and if they use it in their activity. A quantitative approach was operated using a questionnaire survey administered to a sample of 532 Portuguese digital marketers. The results show a picture of the degree of knowledge and application of this approach and the specific strategies most used, and the most significant difficulties experienced by the professionals.
KEYWORDS
Digital marketing Inbound marketing Content marketing Social media
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