Uncovering why Inbound Marketing has Become so Popular for Communication agencies

Douglas, Conor (2018) Uncovering why Inbound Marketing has Become so Popular for Communication agencies. Masters thesis, Dublin, National College of Ireland.

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Abstract

In introduction, the topic of this dissertation is ‘why has Inbound Marketing increased in popularity with communication agencies in recent years?’ The context of this dissertation is establishing why many communication agencies have defected from using traditional, outbound marketing methods in recent years in favour of Inbound Marketing techniques such as e-stores and social media platforms. The central issue of this dissertation concerns identifying the main reasons why an increasing number of communication agencies have started using Inbound Marketing techniques in recent years. Due to the revolutionization of the internet, Inbound Marketing techniques have become increasingly popular with modern organisations (Xiaoge, 2016). In the communication agency industry, Inbound Marketing excellence is a strategic capability which has become especially well sought after as firms try to gain a competitive advantage in a fiercely contested industry (Xiaoge, 2016).

This research topic has principally been chosen as even though the topic of marketing has been highly researched in the last number of decades, this current iteration of marketing called Inbound Marketing has little academic research performed on it.

A further reason why this topic was chosen is because the researcher has direct access to communication agency owners. To find out exactly why Inbound Marketing has become so popular, it is important to gain an understanding of how to approach the research itself. This was achieved by first carrying out an extensive literature review containing some key theories and concepts from the subject of marketing. The researcher’s primary field investigations principally involved carrying out rounds of in depth interviews with 5 different communication agency owners. A qualitative thematic analysis was then used to interpret the results of these to pick out the key themes and patterns which emerged from the interview transcripts.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce > Marketing > e Marketing Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions:	School of Business > Master of Science in Management
Depositing User:	Caoimhe Ní Mhaicín
Date Deposited:	31 Oct 2018 09:34
Last Modified:	31 Oct 2018 09:34
URI:	https://norma.ncirl.ie/id/eprint/3373

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