Inbound marketing as a form of internet marketing

- 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 marketing1. 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.

Witold Świeczak, M.Sc. Eng. – 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.

Available in Open Access
Article published in Transactions of the Institute of Aviation No 223/2012
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