Peculiarities of online user’s content search in the context of inbound marketing
Abstract
The article addresses the issue of the distribution of users browsing the internet for content in a specific format through alternative content delivery channels in the context of inbound marketing. The problem being addressed is part of a broader problem with the formation of traffic to an organization’s website. The theoretical part of the work presents the concept of inbound marketing and analyzes the theoretical aspects of its tactical activities, such as content marketing, search engine marketing, and social media marketing. Based on the theoretical research, the scientific hypothesis is formulated – there are links between the desired content format and the choice of content search and consumption channel. The research methodology consists of data collection by survey method and hypothesis testing using Cochran’s Q test. Empirical research has shown links between the content format sought and the channels for searching and consuming content. Although in almost all cases the search for video and audio content is dominated by search engines, evaluating other content delivery channels reveals a significant specialty of users’ web browsing.
Keyword : inbound marketing, content marketing, content format, search channels, consumer behavior, online user, social media marketing
How to Cite
Davidavičius, S. (2024). Peculiarities of online user’s content search in the context of inbound marketing. Business: Theory and Practice, 25(2), 502–508. https://doi.org/10.3846/btp.2024.17177
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Kumar, A., Mangla, S. K., Luthra, S., Rana, N. P., & Dwivedi, Y. K. (2018). Predicting changing pattern: Building model for consumer decision making in digital market. Journal of Enterprise Information Management, 31(5), 674–703. https://doi.org/10.1108/JEIM-01-2018-0003
Lei, S. S. I., Pratt, S., & Wang, D. (2017). Factors influencing customer engagement with branded content in the social network sites of integrated resorts. Asia Pacific Journal of Tourism Research, 22(3), 316–328. https://doi.org/10.1080/10941665.2016.1250792
Mansour, D., & Barandas, H. (2017). High-tech entrepreneurial content marketing for business model innovation: A conceptual framework. Journal of Research in Interactive Marketing, 11(3), 296–311. https://doi.org/10.1108/JRIM-03-2016-0022
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Patrutiu Baltes, L. (2015). Content marketing – the fundamental tool of digital marketing. Bulletin of the Transilvania University of Braşov, Series V: Economic Sciences, 8(57)(2), 111–118.
Radzi, N. A. A., Harun, A., Ramayah, T., Kassim, A. W. M., & Lily, J. (2018). Benefits of Facebook fan/brand page marketing and its influence on relationship commitment among Generation Y: Empirical evidence from Malaysia. Telematics and Informatics, 35(7), 1980–1993. https://doi.org/10.1016/j.tele.2018.07.002
Ritz, W., Wolf, M., & McQuitty, S. (2019). Digital marketing adoption and success for small businesses. Journal of Research in Interactive Marketing, 13(2), 179–203. https://doi.org/10.1108/JRIM-04-2018-0062
Sabaitytė, J., Davidavičienė, V., Straková, J., & Raudeliūnienė, J. (2019). Decision tree modelling of E-consumers’ preferences for internet marketing communication tools during browsing. E a M: Ekonomie a Management, 22(1), 206–224. https://doi.org/10.15240/tul/001/2019-1-014
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Volk, S. C., & Zerfass, A. (2021). Management tools in corporate communication: A survey about tool use and reflections about the gap between theory and practice. Journal of Communication Management, 25(1), 50–67. https://doi.org/10.1108/JCOM-02-2020-0011
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Wong, A., Kee, A., & Yazdanifard, R. (2015). The review of content marketing as a new trend in marketing practices. International Journal of Management, Accounting and Economics, 2(9).
Zhang, C. B., & Li, Y. (2019). How social media usage influences B2B customer loyalty: Roles of trust and purchase risk. Journal of Business and Industrial Marketing, 34(7), 1420–1433. https://doi.org/10.1108/JBIM-07-2018-0211
Zhang, Y., Wells, C., Wang, S., & Rohe, K. (2018). Attention and amplification in the hybrid media system: The composition and activity of Donald Trump’s Twitter following during the 2016 presidential election. New Media & Society, 20(9), 3161–3182. https://doi.org/10.1177/1461444817744390
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology and Marketing, 32(1), 15–27. https://doi.org/10.1002/mar.20761
Baranchenko, Y., Aksom, H., Zhylinska, O., Firsova, S., & Datskova, D. (2019). Inbound marketing: Practical aspects of promoting goods and services in e-commerce. Marketing and Management of Innovations, 4, 308–320. https://doi.org/10.21272/mmi.2019.4-24
Bezbaruah, S., & Trivedi, J. (2020). Branded content: A bridge building Gen Z’s consumer–brand relationship. Vision, 24(3), 300–309. https://doi.org/10.1177/0972262920930167
Cha, M., Kwak, H., Rodriguez, P., Ahnt, Y. Y., & Moon, S. (2007). I tube, you tube, everybody tubes: Analyzing the world’s largest user generated content video system. In Proceedings of the ACM SIGCOMM Internet Measurement Conference, IMC (pp. 1–14). ACM Digital Library. https://doi.org/10.1145/1298306.1298309
Chaffey, D., & Smith, P. R. (2013). Emarketing excellence: Planning and optimizing your digital marketing (Vol. 613). Routledge. https://doi.org/10.4324/9780203082812
Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: Planning, optimizing and integrating online marketing (5th ed., Vol. 690). Routledge. https://doi.org/10.4324/9781315640341
Dakouan, C., Benabdelouahed, R., & Anabir, H. (2019). Inbound marketing vs. outbound marketing: Independent or complementary strategies. Expert Journal of Marketing, 7(1), 1–6. http://marketing.expertjournals.com/ark:/16759/EJM_701dakouan1-6.pdf
Davidavičienė, V., Pabedinskaitė, A., & Davidavičius, S. (2017). Social networks in B2B and B2C communication. Transformations in Business and Economics, 16(1), 69–84.
Davidavičienė, V., Raudeliūnienė, J., & Viršilaitė, R. (2021). Evaluation of user experience in augmented reality mobile applications. Journal of Business Economics and Management, 22(2), 467–481. https://doi.org/10.3846/jbem.2020.13999
Davidavičienė, V., Raudeliūnienė, J., Jonytė-Zemlickienė, A, & Tvaronavičienė, M. (2021). Factors affecting customer buying behavior in online shopping. Marketing and Management of Innovations, 4, 11–19. https://doi.org/10.21272/mmi.2021.4-01
Davidavičienė, V., Markus, O., & Davidavičius, S. (2020). Identification of the opportunities to improve customer’s experience in e-commerce. Journal of Logistics, Informatics and Service Science, 7(1), 42–57. https://doi.org/10.33168/LISS.2020.0104
Halvorson, K., & Rach, M. (2012). Content strategy for the web. New Riders.
Handley, A., & Chapman, C. C. (2011). Content rules: How to create killer blogs, podcasts, videos, ebooks, webinars (and more) that engage customers and ignite your business. Wiley.
Harrigan, P., Miles, M. P., Fang, Y., & Roy, S. K. (2020). The role of social media in the engagement and information processes of social CRM. International Journal of Information Management, 54, Article 102151. https://doi.org/10.1016/j.ijinfomgt.2020.102151
Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: Marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269–293. https://doi.org/10.1108/JRIM-02-2014-0013
Human, G., Hirschfelder, B., & Nel, J. (2018). The effect of content marketing on sponsorship favorability. International Journal of Emerging Markets, 13(5), 1233–1250. https://doi.org/10.1108/IJoEM-06-2017-0215
Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164–175. https://doi.org/10.1016/j.indmarman.2015.07.002
Kovalenko, A., & Kuzmenko, Y. (2020). Online marketing impact on micro-enterprises: An Insight through visibility in search engines. Management and Marketing, 15(1), 38–58. https://doi.org/10.2478/mmcks-2020-0003
Krumm, J., Davies, N., & Narayanaswami, C. (2008). User-generated content. IEEE Pervasive Computing, 7(4), 10–11. https://doi.org/10.1109/MPRV.2008.85
Kumar, A., Mangla, S. K., Luthra, S., Rana, N. P., & Dwivedi, Y. K. (2018). Predicting changing pattern: Building model for consumer decision making in digital market. Journal of Enterprise Information Management, 31(5), 674–703. https://doi.org/10.1108/JEIM-01-2018-0003
Lei, S. S. I., Pratt, S., & Wang, D. (2017). Factors influencing customer engagement with branded content in the social network sites of integrated resorts. Asia Pacific Journal of Tourism Research, 22(3), 316–328. https://doi.org/10.1080/10941665.2016.1250792
Mansour, D., & Barandas, H. (2017). High-tech entrepreneurial content marketing for business model innovation: A conceptual framework. Journal of Research in Interactive Marketing, 11(3), 296–311. https://doi.org/10.1108/JRIM-03-2016-0022
Moser, C. (2016). User-generated content? Get serious! Understanding the interactions between organisations and customers on social media (Philantrophic crowdfunding View project). International Journal of Business Environment, 8(3), 284–306. https://doi.org/10.1504/IJBE.2016.079696
Müller, J., & Christandl, F. (2019). Content is king – But who is the king of kings? The effect of content marketing, sponsored content & user-generated content on brand responses. Computers in Human Behavior, 96, 46–55. https://doi.org/10.1016/j.chb.2019.02.006
Opreana, A., & Vinerean, S. (2015). A new development in online marketing: Introducing digital inbound marketing. Expert Journal of Marketing, 3(1), 29–34.
Patrutiu-Baltes, L. (2016). Inbound marketing – the most important digital marketing strategy. Bulletin of the Transilvania University of Braşov, Series V: Economic Sciences, 9(2), 61–68.
Patrutiu Baltes, L. (2015). Content marketing – the fundamental tool of digital marketing. Bulletin of the Transilvania University of Braşov, Series V: Economic Sciences, 8(57)(2), 111–118.
Radzi, N. A. A., Harun, A., Ramayah, T., Kassim, A. W. M., & Lily, J. (2018). Benefits of Facebook fan/brand page marketing and its influence on relationship commitment among Generation Y: Empirical evidence from Malaysia. Telematics and Informatics, 35(7), 1980–1993. https://doi.org/10.1016/j.tele.2018.07.002
Ritz, W., Wolf, M., & McQuitty, S. (2019). Digital marketing adoption and success for small businesses. Journal of Research in Interactive Marketing, 13(2), 179–203. https://doi.org/10.1108/JRIM-04-2018-0062
Sabaitytė, J., Davidavičienė, V., Straková, J., & Raudeliūnienė, J. (2019). Decision tree modelling of E-consumers’ preferences for internet marketing communication tools during browsing. E a M: Ekonomie a Management, 22(1), 206–224. https://doi.org/10.15240/tul/001/2019-1-014
Shawky, S., Kubacki, K., Dietrich, T., & Weaven, S. (2019). Using social media to create engagement: A social marketing review. Journal of Social Marketing, 9(2). https://doi.org/10.1108/JSOCM-05-2018-0046
Soegoto, E. S., & Simbolon, T. (2018). Inbound marketing as a strategy in digital advertising. IOP Conference Series: Materials Science and Engineering, 407(1), Article 012183. https://doi.org/10.1088/1757-899X/407/1/012183
Vinerean, S. (2017). Content marketing strategy. Definition, objectives and tactics. Expert Journal of Marketing, 5(2), 92–98.
Volk, S. C., & Zerfass, A. (2021). Management tools in corporate communication: A survey about tool use and reflections about the gap between theory and practice. Journal of Communication Management, 25(1), 50–67. https://doi.org/10.1108/JCOM-02-2020-0011
Wall, A., & Spinuzzi, C. (2018). The art of selling-without-selling: Understanding the genre ecologies of content marketing. Technical Communication Quarterly, 27(2), 137–160. https://doi.org/10.1080/10572252.2018.1425483
Westermann, A., Marten, E., Moss, C., Simon, M., & Zimmermann, R. (2019). Content marketing – more than just a buzz word? Empirical findings on the attitude of companies, agencies and publishing houses. MedienJournal, 43(2), 45–66. https://doi.org/10.24989/medienjournal.v43i2.1739
Wong, A., Kee, A., & Yazdanifard, R. (2015). The review of content marketing as a new trend in marketing practices. International Journal of Management, Accounting and Economics, 2(9).
Zhang, C. B., & Li, Y. (2019). How social media usage influences B2B customer loyalty: Roles of trust and purchase risk. Journal of Business and Industrial Marketing, 34(7), 1420–1433. https://doi.org/10.1108/JBIM-07-2018-0211
Zhang, Y., Wells, C., Wang, S., & Rohe, K. (2018). Attention and amplification in the hybrid media system: The composition and activity of Donald Trump’s Twitter following during the 2016 presidential election. New Media & Society, 20(9), 3161–3182. https://doi.org/10.1177/1461444817744390