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

  • M. Chouaib Dakouan
  • M. Redouane Benabdelouahed
Conference paper


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.


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

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

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