Inbound marketing in research institutions

- Witold Świeczak M.Sc. Eng.

We live in times of revolution! We are witnessing a revolution in the way we choose new products and in the way we look for business partners. Nowadays, almost everybody who is looking for a pram for his child or a new accounting company for his small business, always starts by turning on the computer. We start with Google or any other search engine, we ask our friends from the Internet, our family members and colleagues for assistance, usually via e-mail, online chats, Facebook or Twitter. We live in times of revolution – as a result of this revolution companies without huge budgets and not resorting to eyecatching tv commercials are able to attract our attention. Nowadays, we pay more attention to companies offering us excellent content on the Internet – a good example here is Zaoppos, a company selling shoes which rapidly evolved into a multi-billion-dollar business. There is no doubt that currently an attractive form of presence in the web is of utmost importance for any company. The main force driving this new revolution is inbound marketing. This revolution has a global and universal reach and affects everybody without regard to his or her social or economic status, his or her education or culture. The term of Inbound Marketing hasn’t been translated into Polish yet. It can be interpreted as active, incoming marketing. Inbound Marketing is opposed to outbound marketing – traditional way of communicating, which is all about „pushing out” information, advertising message to the potential customer. Inbound marketing is focused on activities on the Internet, which allow the customers to find the message they are looking for. The potential customer is following issues he is looking for on the Internet, which leads him to the source of the message. The idea of inbound marketing is about taking such actions in the sphere of media that allow potential customers to find what they are looking for. Inbound marketing combines elements of Internet marketing which can efficiently draw customers into the sphere of activities of marketing specialists. The main areas of interest are:
• Marketing in search engines,
• Activities associated with creation of content in the blogosphere,
• Taking advantage of social networks and microblogs.

Witold Świeczak, M.Sc. Eng., Institute of Aviation, Poland – graduate of Environmental Protection at the Faculty of Energy and Environmental Engineering of the Silesian University of Technology. Currently, he works for the Institute of Aviation in the department of marketing as a project manager. He deals with analyzing research market and the aerospace sector. He is specialized in inbound marketing. Moreover, he manages guerilla and ambient marketing activities as well as charitable activities of the Institute of Aviation. The initiator and organizer of international science conferences also a curator of the outdoor historical and aviation exhibitions.

DOI: 10.14611/minib.18.04.2015.16
Contact: witold.swieczak(at)
MINIB, 2015, Vol. 18, Issue 4

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