REALIZACJA STRATEGII INBOUND MARKETINGU PRZY WYKORZYSTANIU WYSZUKIWAREK INTERNETOWYCH

Abstract

lnbound marketing strategy, concept by B. Halligan, for its successful implementation needs many web marketing tools like search engines, social media, content marketing, automatization and big data. The article presents search engine marketing as one of the key factors of successful implemen­tation of inbound marketing strategy. Search engine is the perfect tool for inbound because is able to generate traffic based on spontanie behavior of users. Effective use of search engine needs up-to-dated technical knowledge. We present some basie competences which are "must have" for search engine marketing in service of inbound marketing strategy.

Keywords

• inbound marketing
• search engine
• strategy
• social media