La investigación se centra en el uso del inbound marketing en el sector turístico, específicamente en los alojamientos turísticos, con el objetivo de mejorar su visibilidad orgánica. El trabajo se estructura en varios capítulos que abordan temas como la importancia del turismo en la economía española, el comportamiento del consumidor online, las nuevas tecnologías de la comunicación y su impacto en el turismo, y el desarrollo de estrategias de marketing digital como el SEO y el inbound marketing. La tesis también incluye un análisis comparativo sobre el impacto del SEO en grandes cadenas hoteleras y un estudio de caso aplicado a Monte Holiday Ecoturismo. La investigación destaca la relevancia del contenido generado por los usuarios y la necesidad de adaptar las estrategias de marketing a las nuevas dinámicas sociales y tecnológicas para atraer y retener a los consumidores. Se subraya la importancia de conocer al cliente a través del concepto de "buyer persona" y de utilizar este conocimiento para diseñar contenidos y experiencias personalizadas que mejoren la satisfacción y fidelización del cliente.

Syftet med denna studie är att få en ökad förståelse för inbound marketing i ett business-to-business kontext och beskriva vilken roll strategin har i att få lojala kunder. Studien utgår från en kvalitativ metod, fallstudieansats där tre företag studerats och intervjuats. Resultatet från studien visar att inbound marketing kan ge lojala kunder om det görs på rätt sätt. Verktygen som strategin tillhandahåller kan skapa värde i företagets kundrelationer samt att de faktorer som gör en kund lojal uppfylls om verktygen i strategin tillämpas på rätt sätt. Denna studie har examinerats av Thomas Helgesson. / The aim with this study is to increase the understanding of inbound marketing in a business-to-business context and to describe the role the strategy has to provide loyal customers. This study was constructed by a qualitative method where three companies were studied and interviewed. The result of the study shows that companies that use inbound marketing increase their chances of retaining more loyal customers. The tools provided by the strategy can create valuable customer relationships. Further the tools in inbound marketing give the opportunity to fulfill the factors that makes a customer loyal, if the strategy is applied in the right way. This study has been examined by Thomas Helgesson.

The objective of the diploma thesis is a proposition of inbound marketing strategy of Egerfish - a limited liability company. Egerfish is a manufacturing and wholesale company conducting business on the fishing tackle market. Egerfish´s products are sold under two brands - Sema and Suretti. Egerfish is trading exclusively with retailers within B2B relationship. The proposal of inbound marketing strategy is based on the company analysis and analysis of the fishing tackle market in the Czech Republic. The methods used for the inbound marketing strategy proposition were: consultation with specialists within fishing tackle market and within online marketing, survey and personal observation within Internet search. The proposition of inbound marketing strategy put forward the most effective mediums (or channels) that are mainly newly created website Sema-suretti.cz, Facebook page Sema Suretti and YouTube. Egerfish should focus on communication with its final consumers (fishermen) my means of these proposed mediums. The main contribution of this thesis is the proposition of a complex marketing strategy that was enriched by the definitions of brands and consumer "persons", which had not been created by the company yet.

The aim of this diploma thesis is to analyze and create an inbound marketing strategy for e-shop Stips.cz, which sells experience gifts. The theoretical part includes describing what inbound marketing is and the phases and rules of inbound marketing. In another part many tools of inbound marketing are covered. In the practical part a detailed analysis of visits to the website, competitors, SEO factors and inbound marketing tools is conducted. After the analysis the inbound marketing strategy is presented and the use of the most relevant inbound marketing tools for e-shop Stips.cz is described.

This master's thesis deals with inbound marketing of Nestlé in the area of infant formula. Its aim is to determine whether inbound marketing is a suitable tool for infant formula promotion which is strongly regulated. The thesis is based on a comprehensive analysis of the area of infant formula and analysis of inbound marketing strategy of one of the most dominant companies on the market, Nestlé. In the beginning, attention is focused on important milestones of the development of infant formula and on a case which caused an important change in the promotion of infant formula, Nestlé boycott. The following section deals with the supervision and marketing regulation both in international and the European law. The final chapter of the first part emphasizes on philosophy of inbound marketing. The second part is introduced by outlining the current situation both on global and the Czech market of infant formula. Then, attention is focused on Nestlé. Its introduction is followed by analysis of company's inbound marketing strategy which is then evaluated. For this purpose, analysis of the effectiveness of marketing tools is made with regard to strategic goals of the company.

Background: Marketing is something that is constantly changing. Today, social media is the focus and to utilize it for marketing is profitble. Will a specific customer group act in other ways when they use social media or are we all the same on the Internet? Purpose: The study aims to map out the differences between a specific customer segment, in this case girls interested in horses, compared to girls with no interest in horses. By investigating their internet habits, it becomes possible to improve existing theories to further improve the marketing through social medias. Method: Quantitative survey using a questionnaire sent out to a number of riding clubs and schools in Blekinge to make it available to members on the website and meet the respondents in place. Results:There was a significant difference in age between the groups where girls with a horse interest on average was younger. Girls with no interest in horses was with a greater extent on the Internet daily, compared with girls with horse intrest most went online 3-5 days of the week. The interest of visiting social media to take part in events and/or politics events were lower in girls with an interest in horses. The majority of horse the girls stated that they shared the tablet and PC with the family to a greater extent than girls with no interest in horses. Conclusion: The use of the Internet did not differ, however, there was a difference in how the girls connected to the Internet and how often they were connected and which social media they joined. / Bakgrund: Marknadsföringen är något som ständigt förändras. Idag är sociala medier i fokus och att utnyttja det i forma av marknadsföring. Agerar specifika kundgrupper på andra sätt när de använder sig av sociala medier eller är vi alla lika på Internet? Syfte: Studien syftar på att kartlägga skillnader mellan en speciell utvald kundgrupp, i det här fallet hästtjejer, som visar upp unika egenskaper. Genom att undersöka deras internetvanor möjliggörs kompletteringar på existerande teorier för att optimera marknadsföringen. Metod: Kvantitativ undersökning med hjälp av en enkät som skickades ut till ett antal ridklubbar och skolor runt om i Blekinge för att göra den tillgänglig för medlemmarna på hemsidan och möta respondenterna på plats. Resultat: Det fanns en signifikant skillnad i åldern mellan grupperna där tjejer med ett hästintresse är i genomsnitt yngre. Tjejer utan hästintresse anslöt i högre utsträckning dagligen till Internet jämfört med tjejer med hästintresses där de flesta gick online 3-5 dagar per vecka. Intresset för att besöka sociala medier för att ta del av händelser och politik var lägre hos tjejer med ett hästintresse. Den övervägande delen av hästtjejerna angav att de delade surfplatta och dator med familjen i större utsträckning än tjejer utan hästintresse. Slutsats: Användandet av Internet skiljde sig inte däremot fanns det en skillnad i hur tjejerna anslöt till Internet och hur ofta de var uppkopplade samt vilka sociala medier de anslöt till.

Det konstanta mediabrus som existerar i dagens samhälle har lett till att mycket marknadsföring ignoreras. Webb 2.0 har bidragit till att nya strategier inom marknadsföring finns tillgängliga och företag måste anpassa sin marknadsföring för att fortsätta generera befintliga och presumtiva konsumenter. Personaliserad marknadsföring där konsumenter väljer att interagera med företaget och dess marknadsföring har gett goda resultat, dock krävs ett förarbete av programvaror som samlar information om konsumenten för att denna typ av marknadsföring ska vara genomförbar. Görs det, finns möjlighet att skapa högkvalitativ och riktad marknadsföring som intresserar och engagerar konsumenten. Hur väl svenska företag i textil- och modebranschen praktiserar denna interaktiva och personaliserade marknadsföring, även kallad inbound marketing, är ännu inte fastställt av den forskning som finns att tillgå.   Genom denna kvalitativa studie där semistrukturerade intervjuer genomförts med företag inom textil- och modebranschen ges läsaren en tydligare bild av hur företag tillämpar inbound marketing. Hur strategin kan skapa interaktion och engagemang dem och konsumenterna emellan och vilket angreppsätt av inbound marketing som företagen anser vara mest lönsam. Det framkommer att företag i dagsläget befinner sig i ett skifte, där tidigare strategier ifrågasätts och där inbound marketing blir allt mer aktuell. Studien fastställer att företag går mot en allt mer intensivt personaliserad marknadsföringsstrategi med konsumenten i fokus, där en praktisering av nya strategier på nya kanaler används för att engagera konsumenten i större utsträckning. Gemensamt är att sökmotoroptimering, Facebook och digitala nyhetsbrev är viktiga aktiviteter för att utvinna goda resultat av sin digitala marknadsföring. / The constant media noise have led us to ignore the majority of marketing we are exposed for. Web 2.0 have contributed with new marketing strategies available and companies must adapt to these revised strategies to continue creating leads and customers. Personalized marketing, where customers choose to interact with the company and its’ advertisement, have yielded great results. Software, able to gather, track and analyze customer data, need to be used by companies in order to achieve the best results possible. If done right, there´s an opportunity to create high quality marketing content that engages and interests the customers. To what extent Swedish companies in the textile- and fashion industry make use of this interactive, personalized marketing, also called inbound marketing, is yet to be determined by research.   Through this qualitative study, where semi-structured interviews have been conducted with companies within the textile- and fashion industry, the reader will be illuminated of how companies practice inbound marketing. How they are able to achieve interaction and engagement between them and the customers and what kind of inbound marketing they find most profitable. This study reveals that companies currently appear to be situated in the middle of a shift of strategies, where formerly used strategies are being questioned and where inbound marketing are gaining traction. This study establishes that companies shift towards a more intensive personalized marketing strategy with a lot more focus on the customer needs, where marketing through new channels are being used in order to engage customers to a greater extent. Search engine optimization, Facebook and digital newsletters are mutually important activities to yield good results based on digital marketing.

Frågeställning: Vilka egenskaper i digitalt innehåll engagerar konsumenter i varumärkesrelationer online? Syfte: Syftet med studien är att undersöka hur konsumenter upplever innehåll på digitala plattformar och analysera hur egenskaper i innehållet påverkar deras engagemang gentemot varumärkesrelationer. Egenskaperna som analyseras är personaliserat, underhållande och informativt innehåll. Studien syftar även att kunna tilldela företag väsentlig information om hur de ska agera kring innehållet på digitala plattformar när de interagerar med konsumenter. Metod: För att kunna besvara forskningsfrågan denna studie ämnade undersöka användes en deduktiv forskningsansats med en kvantitativ datainsamlingsmetod. Detta utfördes genom en digital enkätundersökning där kvantitativ primärdata samlades in från totalt 314 respondenter. Slutsats: Studiens resultat visade att det personaliserade innehållet har den största och mest signifikanta effekten för konsumentens engagemang i varumärkesrelationer. Denna oberoende variabel var den enda av totalt tre variabler som hade en signifikant effekt på både det kalkulativa och affektiva engagemanget. Vidare visade sig det underhållande innehållet endast ha en effekt på det affektiva engagemanget medan det informativa innehållet endast hade en signifikant effekt på det kalkulativa engagemanget. Detta leder till en slutsats om att alla studiens oberoende variabler blir viktiga i sig för att uppnå ett varierat innehåll som engagerar på både det affektiva och det kalkulativa planet. En kombination av dessa innehållsegenskaper bör presenteras för att optimera innehållets effekt. / Research question: Which characteristics of digital content make consumers committed in brand relationships online? Purpose: The purpose of this study is to investigate how consumers experience content on digital platforms and to analyze how characteristics of said content affect their commitment in relationships to a brand. The study includes an analysis of personalized, entertaining, and informative content. The result aims to provide companies with practical implications on how to work with content on digital platforms when interacting with consumers. Method: In order to answer the research question this study intended to investigate, a deductive research approach was used, with a quantitative data collection method. This was done through a digital survey where quantitative primary data were collected from a total of 314 respondents. Conclusion: The results of the study showed that the personalized content has the largest and most significant effect on consumer commitment in brand relationships. This independent variable was the only one of a total of three variables that had a significant effect on both the calculative and affective commitment. Furthermore, the entertaining content only proved to have an effect on the affective commitment while the informative content only had a significant effect on the calculative commitment. This leads to the conclusion that all the study's independent variables become important in themselves in order to achieve a varied content that commits on both the affective and the calculative level. A combination of these content features should be presented to optimize the effect of the content.

有關科技創新在擴散上的研究已行之有年，且有不少有關的研究發現及案例。但是創新的層面不只侷限於科技，在近年來服務創新、行銷創新等概念的興起，產生了創新領域內新的研究目標。而這些類型的創新擴散研究更是相當稀少，故本研究希望從此一方向進行探索性研究，期望同時有助於實務與學術的發展。 社會與科技的快速發展，促使網際網路的使用普及化，也影響到公司與消費者間的溝通及行銷模式。行銷創新：Inbound Marketing也是在這樣的情境下誕生。而近來台灣大量公司也採行Inbound Marketing作為重要的行銷手段時。讓公司不斷採納Inbound Marketing的理由及想法應該有可解釋的背後因素，所以本研究期望藉由研究的結果回答三點研究問題：(1) 影響行銷創新採用的重要關鍵因素為何？(2) 行銷創新擴散主要因素為何？(3) 不同產業在採用行銷創新上的異同為何？ 本研究藉由文獻與學理的回顧，進一步探討Inbound Marketing行銷創新。以創新擴散、科技接受模式及兩階段理論作為基礎，發展出個案研究的基礎架構。研究架構將創新採用的過程，以創新決策流程作為基礎，區分為動機、啟發、執行及常規化等四個階段，並結合科技接受模式及兩階段理論中所討論的要素，進一步發展出構面。動機構面中含括創新、環境及組織等要素，啟發構面則包含設定標的及尋求創新等項目，執行構面則有重新定義及釐清兩個步驟，最後的構面則是常規化階段。本研究採用多重個案研究法，依前述的架構構面與變項進入深入的探討。 本研究所得到的初步結論包括：(1) 資源、環境及競爭要素是影響行銷創新採用的重要關鍵因素。(2) Inbound Marketing的高創新可近性是行銷創新擴散的主要因素。(3) 消費性電子及連鎖餐飲業在Inbound Marketing行銷創新採用的比較中，產業差異並不顯著。本論文最後進一步提出實務上及後續研究上的建議。 / Studies in innovation distribution and diffusion field have been researched for decades, but most innovation target will focus on technology innovation. Marketing innovation is still a new issue in innovation diffusion field. The study wants to be a base for following research in this topic. Internet quickly developing has totally changed communication tools between customers and companies, and forced new marketing method (or “marketing innovation”) “Inbound Marketing” was generated. And in these years, more and more companies adopt inbound marketing as a regular marketing tool. This study tries to explain the factors and motivation of company adopts marketing innovations, main reason of marketing innovation diffusion and differences of marketing innovation adoption between different industries. This study review innovation, marketing innovation related research, and make sure study target” Inbound Marketing” as a marketing innovation. And the study frame combines innovation diffusion, technology adoption model and two stage theory to analyze all study cases. The study structure is divided into four stages: Motivation, Inspiration, Execution and Routinization. Motivation contains “Innovation”,” Environment” and “Organization” factors. Inspiration includes “setting targets” and “seeking innovation”. Execution has ” Re-define” and “clarify” two stages. Finally companies adopt innovation and “Routinization”. The study finds “Resources”, “Environment” and “Competition” would be the main reason of marketing innovation adoption. And the high accessibility of inbound marketing with “Environment ” and “Competition” is the main factor of marketing innovation diffusion. Finally ,comparing “ Consumer Electronics Industry” and “ Chain restaurants” two industries, the difference in marketing innovation adoption is not obvious.

With the change in behaviour from the customers’ side, due to the increased use of digital environments, marketers have seen a value in customer related data. In order to fully benefit from the data, many marketing efforts have been brought back in to the own organisation. This study aims to further explain how the marketing department have been affected by the changing in-house trend and give practical suggestions on how to cope with the challenges. Previous research in the area has been reviewed and a summary has been conducted. The data collection consisted of semi-structured interviews with marketers from various industries. Respondents with insightful information in the modern marketing department was interviewed and the findings later analysed. The analysis was conducted with support of categories established from the findings in the literature review. The study resulted in a confirmation of the in-house trend in modern marketing departments and the challenges facing them. The findings of the study have contributed to previous literature by confirming and adding insights in a field where most research is made by trade organisations. An independent academic study in the field could be seen as an important addition to the existing literature in the area. For marketers in the area, a greater understanding of the problem will help make the marketing efforts more effective. Key findings include the importance in understanding the customer and what is required in order to make best use of the in-house marketing department.