Digital Inbound Marketing: Particularities of Business-to-Business and Business-to-Customer Strategies

  • M. Chouaib Dakouan
  • M. Redouane Benabdelouahed
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


This paper aims to explain the new practice of digital marketing known as the concept of Inbound Marketing which consists of becoming its own media and create content. However, the media takes several forms. In order to comprehend the types of media, different authors have put together a model named PESO which will be explained thereafter. In the digital world, the majority of companies faces various types of customers, this study will help to determine the steps that should took place in order to reach the audience on the internet and to derive benefit from it on both business-to-business and business-to-customer approaches. This is a pure theoretical contribution that could allow for more practical studies in future researches.


Inbound marketing Media PESO model Business-to-business Business-to-customer 



The authors express their sincere thanks to the 1 min 30 agency for their collaboration and involvement in the development of this article.


  1. 1.
    Dabi-Schwebel G (2017) L’inbound marketing permet de convertir son audience en clients.
  2. 2. (2016) Inbound marketing – explore the strategy of inbound marketing.
  3. 3.
    Patrutiu-Baltes A (2016) Inbound marketing – the most important digital marketing strategy. Bull Transilv Univ Brașov Ser V Econom Sci 9(58):2Google Scholar
  4. 4.
    Venisse M (2016) Créer sa stratégie inbound marketing global.
  5. 5.
    Cantin A (2014) Inbound marketing definition.
  6. 6.
    Inbound value (2018) What is inbound marketing?
  7. 7.
    Rouse M (2014) What is inbound marketing?
  8. 8.
    Hubspot (2016) The inbound methodology – the best way to turn strangers into customers and promoters of your businessGoogle Scholar
  9. 9.
    Burcher N (2012) Paid, owned, and earned: maximizing marketing returns in a socially connected world. Kogan Page, Philadelphia, PAGoogle Scholar
  10. 10.
    Luttrell R (2014) Social media: how to engage, share, and connect. Rowman & Littlefield, Lanham, MDGoogle Scholar
  11. 11.
    Dietrich G (2015) How PESO makes sense in influencer marketing. In PR Week. Asia Edition. June 8.
  12. 12.
    Robinson S (2016) What is the PESO model for marketing?
  13. 13.
  14. 14.
    Macnamara J et al (2016) ‘PESO’ media strategy shifts to ‘SOEP’: opportunities and ethical dilemmas. Public Relat Rev 42(3):377–385CrossRefGoogle Scholar
  15. 15.
    Bayles S (2015) What value does paid media hold for the PR industry? In: Hall S (ed) FuturePRoof: the go-to guide for managers of agencies and communication teams. Sarah Hall Consulting, London, pp 129–134Google Scholar
  16. 16.
    Stephen A, Galak J (2012) The effects of traditional and social earned media on sales: a study of a microlending marketplace. J Mark Res 49:624–639CrossRefGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • M. Chouaib Dakouan
    • 1
  • M. Redouane Benabdelouahed
    • 1
  1. 1.Hassan II UniversityCasablancaMorocco

Personalised recommendations