Název:	Inbound marketing jako nový směr internetového marketingu
Další názvy:	Inbound marketing as a new approach of internet marketing
Autoři:	Novotný, Ondřej Stříteský, Václav
Citace zdrojového dokumentu:	Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2015, č. 1, s. 13-22.
Datum vydání:	2015
Nakladatel:	Západočeská univerzita v Plzni
Typ dokumentu:	článek article
URI:	http://www.fek.zcu.cz/tvp/doc/akt/tvp-1-2015-clanek-2.pdf http://hdl.handle.net/11025/16353
ISSN:	1805-0603
Klíčová slova:	inbound marketing;internetový marketing;search engine optimization;internetová reklama
Klíčová slova v dalším jazyce:	inbound marketing;internet marketing;search engine optimization;internet advertising
Abstrakt v dalším jazyce:	The paper is focused on a new approach of internet marketing called inbound marketing. Its importance has increased with the enormous changes in the field of search engine optimisation. Inbound marketing deals with the techniques that are needed to get found by buyers. It is based on free (non-paid) sources like organic search and social media. While the principle of outbound marketing is buying attention through various media, inbound marketing aims to deserve attention through its tools and activities and reach the relevant target group of customers. The aim of this paper is to assess the relevance and suitability of inbound marketing as a new trend of internet marketing for selected industries in the Czech market. Based on the web analysis of 69 web sites the importance of unpaid traffic sources is evaluated. The importance is assessed both in terms of the share of total traffic to the website, and in terms of business value, i.e. share of completed website objectives (conversion goals). Findings of the analysis show that the importance of unpaid traffic sources and their efficiency is high across most of researched categories of websites. Therefore, inbound marketing can be considered as a useful tool for building website traffic and increasing website effectiveness.
Práva:	© Západočeská univerzita v Plzni
Vyskytuje se v kolekcích:	Číslo 1 (2015) Číslo 1 (2015)

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