The Criteria of Inbound Marketing to Segment and Explain the Domain Authority of the Cellars’ E-Commerce in the Canary Islands

Abstract

This study uses an inbound measuring instrument to segment the cellar’s e-commerce in the Canary Islands. One of the central claims of this paper is that inbound marketing comprises several dimensions such as content resources, SEO, social media, digital maturity, and e-commerce growth, such that it implies superior levels of personalisation, flexibility, service, security, and privacy, product and shop transparency, advanced technology, and data mining. After raising three research questions, this study performed fieldwork based on web analytics procedures, extracting metrics from 59 cellars’ websites thanks to employing a broad range of software. The sampling procedure was non-probabilistic and judgmental, took place in the spring of 2023, and gathered relevant metrics to build an inbound scale. The data prove that the inbound measuring instrument can rank and segment the Canary Islands’ marketplace. Although this study has put forward a tentative explanation and application of the inbound marketing notion and tools, findings suggest a need for a more significant effort to explore how generalizable the created measuring instrument is.

Keywords

• inbound marketing
• segmentation
• cellars
• digital capability