The Use of Inbound Marketing Strategies in the Context of Brazilian Companies

Abstract

THE IMPORTANCE OF MARKETING HAS BEEN BOOSTED IN THE ONLINE ENVIRONMENT WITH THE POPULARIZATION OF THE INTERNET, AND EVEN MORE SO WITH THE APPEARANCE OF COVID-19. NEW TERMS HAVE BECOME COMMON IN THE BUSINESS ENVIRONMENT TO DESIGNATE THE STRATEGIES THAT HAVE EMERGED SUCH AS INBOUND AND OUTBOUND MARKETING. ALTHOUGH THESE CONTENTS ARE NO LONGER SO RECENT, ONE MEASURE THAT THESE CONTENTS NEED TO BE RESEARCHED, AND PROBABLY BETTER UNDERSTOOD HERE IN THE COUNTRY, IS THAT IN A SIMPLE SEARCH FOR ANPAD ARTICLES ON “INBOUND” WITHIN MARKETING, ONLY ONE ARTICLE FROM THE YEAR 2020 APPEARS. THIS WORK AIMED TO EVALUATE ACADEMIC PRODUCTION ON THESE CONTENTS AND VERIFY HOW BRAZILIAN COMPANIES HAVE ADAPTED TO THIS NEW SCENARIO. WORKS IN PORTUGUESE WERE SELECTED, WHICH EFFECTIVELY PRESENTED RESULTS FROM BRAZILIAN COMPANIES RELATED TO THE APPLICATION OF THESE STRATEGIES IN THE SCOPUS, SCIELO AND GOOGLE SCHOLAR DATABASES, BASED ON QUALITATIVE METHODOLOGY. IN THE NATIONAL CONTEXT, OUTBOUND PRACTICES ARE WIDELY USED, BUT COMPANIES HAVE INCREASINGLY VALUED INBOUND AND SOUGHT TO INCLUDE IT, MAINLY THROUGH THE PUBLICATION OF CONTENT ON SOCIAL NETWORKS. HOWEVER, IN ALL CASES, IT WAS OBSERVED THAT THERE IS NO APPLICATION OF METRICS TO ANALYZE THE RESULTS OF APPLYING INBOUND STRATEGIES.