| Abstract | Inbound marketing postojao je od postojanja marketinga ili od početka prodaje, kada je čovjek, u pokušaju da uvjeri osobu od koje želi nešto dobiti zauzvrat, za svoju uslugu ili proizvod, imovinu koju želi prodati, pridobio kupca ispričavši mu priču. Pričom je pridobio interes, stvorio kod kupca osjećaj ugode, ponudio mu sadržaj koji ide uz proizvod, stvorio odnos kojim će zadržati kupca. Stvara se trajan osjećaj uzajamnog povjerenja, kupac se vraća ne samo po proizvod već i po novu priču i iskustvo koje će dobiti i razmijeniti. Razvojem Interneta a osobito društvenih mreža, pojam kojim se opisuje priča koja je do tada pripovijedana u prodaji, dobiva naziv inbound marketing. Mijenja se sredstvo kojim se prodavatelj služi kako bi zadovoljio potrebu koja postoji kod korisnika i ponudio mu dodatan sadržaj. Razvojem medija poput televizije i radija, novina i časopisa razvijao se, paralelno s inboundom, drugačiji marketing, nazvan outbound kojem su ti mediji omogućili da informira potrošače o postojanju proizvoda ili usluge s potpuno drugačijim pristupom, jednosmjernom komunikacijom nagovarajući potrošača na kupovinu proizvoda koji će mu pomoći da zadovolji potrebu za koju nije znao niti da postoji. Proizvođač je svojim proizvodom stvorio kod korisnika potrebu, koju on sada prepoznaje ali prije oglasa, plakata, fotografije proizvoda, nije je ni imao. Razvojem i dostupnošću medija outbound postaje korisniku naporan i napadački a marketinški stručnjaci se, kroz pojavu društvenih mreža, vraćaju dvosmjernoj komunikaciji, inboundu, i zadovoljenju potreba koje korisnik već ima, vodeći ga sadržajem, usmjeravajući ga istraživanjem, nudeći mu zanimljivost kroz istu onu priču koja je uvijek pratila robu do krajnjeg korisnika, oba tipa marketinga s istim konačnim ciljem – prodajom. |
| Abstract (english) | Inbound marketing has been existing since the beginning of marketing or even the beginning of the sales itself, when one, attempting to convince another person to get something in return, to sell a service, goods or assets, made the sale by telling a story. Storytelling gained him the interest needed, made the buyer feel good about it, offered him the content which goes with the product and created the relationship which retained the buyer. The feeling of mutual trust was born and the buyer kept coming back, not just for the product but also for the experience he would get from it. Along with the Internet development, and social networks in particular, storytelling got its new name – inbound marketing. It has changed the means of the seller which he uses to satisfy the user's need and to offer him an additional content. Evolution of the different media such as TV, radio, newspapers and magazines has made the parallel development of another marketing type called outbound marketing, whose evolution was enabled by the noted media, informing the consumers about product or service existence, using a completely different approach – one way communication that leads the consumer on buying the goods that would help him to meet his need that he never was aware existed. The producer, now, created the need within the consumer by talking him into buying a certain product or service that would finally meet his need that did not exist in the beginning, and what is more important, could not be aware of it prior to the arrival of leaflets, posters, billboards, commercials etc. With the development and availability of the media, outbound has become more aggressive and abusive to the consumer and marketing experts have found their niche, through the arrival of the social media, to use again the two-way communication, inbound, and meeting the needs that the consumer already has, by leading him with content, directing him with researches, offering him the interesting part using that very same storytelling that had always been following the goods to its end user, both marketing types with the same final goal – closing the deal. |
