Inbound marketing model as a political and government communication strategy: attracting and involving citizens
Abstract
It tries to respond to the absence of inbound marketing experiences in political and institutional communication in Spain, where its use is limited to the commercial sphere. Through an exploratory study, the behavior and impact of the methodology is analyzed in a case of institutional communication of a local administration and the reaction of the users is studied. It is concluded that inbound marketing applied to a case of political communication exceeds expectations and provides better data than business marketing. The result is satisfactory in terms of reaching the target audience and producing a high number of conversions to leads and closures.
Downloads
Article download
Crossmark
License
Copyright (c) 2024 Cuadernos de Gobierno y Administración Pública
This work is licensed under a Creative Commons Attribution 4.0 International License.
In order to support the global exchange of knowledge, the journal Cuadernos de Gobierno y Administración Pública is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
