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2.1.4 Inbound marketing Is a category of marketing were the company choses to be seen in different channels on the Internet. The focus area is that the seller gets the buyer to find the company/website instead of identifying a target group and market him or herself to it. According to Halligen & Shah (2010) there are four dominant strategies that are more frequently used then others: w SEO w Content Marketing w Blogs w Social Media 2.1.4.1 Search Engine Optimization (SEO) For e-commerce there are two types of marketing activities that can be conducted through search engines. (Delaney, 2006) First, in search engine advertising, companies pay to have links to their web sites displayed in the “sponsored section” of a search engine results page. Second, in search engine optimization, companies strive to push the rankings of their web sites higher in the organic search results – for this there is no payment to the search engine –through a variety of techniques like changing the structure of the sites or by hiring external consultants to develop specific techniques that will cause search engines to index their sites in higher positions. (Ibid.) 2.1.4.2 Content Marketing Digital content producers are simply producers of content or intermediaries who must identify and serve customer needs (Bartussek 2001). This will depend on the partnerships that content providers forge in the supply chain; the content industry is very dependent on the end devices by which content is delivered to customers. (Swatman, Krueger & Van der Beek, 2006) 7PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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