Resumen

ARAUJO CARABALLO, Grace. Elementos del inbound marketing para optimizar el valor del cliente sucrense de las empresas telefónicas. Investigación y Negocios [online]. 2016, vol.9, n.13, pp.11-19. ISSN 2521-2737.

Abstract This article presents an analysis of the elements of inbound marketing applied by telephone companies, necessary to optimize the sucrense customer value of telephone companies. Being a new topic, an exploratory research was undertaken, followed by a conclusive research of a descriptive nature. By means of the survey instrument aimed at both the segment of marketing managers of the telephone companies of the city of sucre and mobile phone users within the age range of 18 to 34 years.Around the breakdown of the elements of inbound marketing, a failure that was not recognized and is part of the inbound marketing strategy. It is to cement the knowledge in the profile of the opportunity of sale and in the buyer journey. As the mobile phone companies, they focus on a decision stage that only put more emphasis on the presentation of their commercial offer. Also this fact, provokes a domino effect that does not provide the sufficient value for the client since it does not go according to its business values that supply and therefore frequents a social community with inefficient elements.

Palabras clave : Inbound Marketing; Content Marketing; SEO (Search Engine Optimization); Social Media; Communication Value.

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