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  Inbound  marketing 

  The  consumer  is 

proactive in actively 

seeking out information 

for their needs, and 

interactions with brands 

are attracted through 

content, search and 

social media marketing.   

  Content  marketing 

  The  management  of 

text, rich media, audio 

and video content aimed 

at engaging customers 

and prospects to meet 

business goals, published 

through print and digital 

media including web 

and mobile platforms, 

which is repurposed and 

syndicated to different 

forms of web presence 

such as publisher sites, 

blogs, social media and 

comparison  sites.   

  2 

  We talk about these businesses being ‘successful’, but what is success for a 

start‑up  business?  

  3 

  What do these services have in common that you think has made them successful?    

 Answers to activities can be found at   www.pearsoned.co.uk/chaffey   

 Figure 1.2 

 Zero  Moment  of  Truth       

  Source : Google, Lecinski (2012).