The Criteria of Inbound Marketing to Segment and Explain the Domain Authority of the Cellars’ E-Commerce in the Canary Islands
This study uses an inbound measuring instrument to segment the cellar’s e-commerce in the Canary Islands. One of the central claims of this paper is that inbound marketing comprises several dimensions such as content resources, SEO, social media, digital maturity, and e-commerce growth, such that it...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2023-10-01
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| Series: | Systems |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2079-8954/11/11/527 |
| _version_ | 1797457588697169920 |
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| author | Gonzalo Díaz-Meneses Maica Amador-Marrero Claudia Spinelli Guedes |
| author_facet | Gonzalo Díaz-Meneses Maica Amador-Marrero Claudia Spinelli Guedes |
| author_sort | Gonzalo Díaz-Meneses |
| collection | DOAJ |
| description | This study uses an inbound measuring instrument to segment the cellar’s e-commerce in the Canary Islands. One of the central claims of this paper is that inbound marketing comprises several dimensions such as content resources, SEO, social media, digital maturity, and e-commerce growth, such that it implies superior levels of personalisation, flexibility, service, security, and privacy, product and shop transparency, advanced technology, and data mining. After raising three research questions, this study performed fieldwork based on web analytics procedures, extracting metrics from 59 cellars’ websites thanks to employing a broad range of software. The sampling procedure was non-probabilistic and judgmental, took place in the spring of 2023, and gathered relevant metrics to build an inbound scale. The data prove that the inbound measuring instrument can rank and segment the Canary Islands’ marketplace. Although this study has put forward a tentative explanation and application of the inbound marketing notion and tools, findings suggest a need for a more significant effort to explore how generalizable the created measuring instrument is. |
| first_indexed | 2024-03-09T16:24:12Z |
| format | Article |
| id | doaj.art-01e342ee3926491ab49a4415dc22a185 |
| institution | Directory Open Access Journal |
| issn | 2079-8954 |
| language | English |
| last_indexed | 2024-03-09T16:24:12Z |
| publishDate | 2023-10-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Systems |
| spelling | doaj.art-01e342ee3926491ab49a4415dc22a1852023-11-24T15:09:06ZengMDPI AGSystems2079-89542023-10-01111152710.3390/systems11110527The Criteria of Inbound Marketing to Segment and Explain the Domain Authority of the Cellars’ E-Commerce in the Canary IslandsGonzalo Díaz-Meneses0Maica Amador-Marrero1Claudia Spinelli Guedes2Department of Economics and Business Management, University of Las Palmas de Gran Canaria, 35017 Las Palmas de Gran Canaria, SpainIUCES: Marketing, CSR and Family Business, Doctoral School, University of Las Palmas de Gran Canaria, 35001 Las Palmas de Gran Canaria, SpainFaculty of Business, Economics and Tourism, University of Las Palmas de Gran Canaria, 35017 Las Palmas de Gran Canaria, SpainThis study uses an inbound measuring instrument to segment the cellar’s e-commerce in the Canary Islands. One of the central claims of this paper is that inbound marketing comprises several dimensions such as content resources, SEO, social media, digital maturity, and e-commerce growth, such that it implies superior levels of personalisation, flexibility, service, security, and privacy, product and shop transparency, advanced technology, and data mining. After raising three research questions, this study performed fieldwork based on web analytics procedures, extracting metrics from 59 cellars’ websites thanks to employing a broad range of software. The sampling procedure was non-probabilistic and judgmental, took place in the spring of 2023, and gathered relevant metrics to build an inbound scale. The data prove that the inbound measuring instrument can rank and segment the Canary Islands’ marketplace. Although this study has put forward a tentative explanation and application of the inbound marketing notion and tools, findings suggest a need for a more significant effort to explore how generalizable the created measuring instrument is.https://www.mdpi.com/2079-8954/11/11/527inbound marketingsegmentationcellarsdigital capability |
| spellingShingle | Gonzalo Díaz-Meneses Maica Amador-Marrero Claudia Spinelli Guedes The Criteria of Inbound Marketing to Segment and Explain the Domain Authority of the Cellars’ E-Commerce in the Canary Islands Systems inbound marketing segmentation cellars digital capability |
| title | The Criteria of Inbound Marketing to Segment and Explain the Domain Authority of the Cellars’ E-Commerce in the Canary Islands |
| title_full | The Criteria of Inbound Marketing to Segment and Explain the Domain Authority of the Cellars’ E-Commerce in the Canary Islands |
| title_fullStr | The Criteria of Inbound Marketing to Segment and Explain the Domain Authority of the Cellars’ E-Commerce in the Canary Islands |
| title_full_unstemmed | The Criteria of Inbound Marketing to Segment and Explain the Domain Authority of the Cellars’ E-Commerce in the Canary Islands |
| title_short | The Criteria of Inbound Marketing to Segment and Explain the Domain Authority of the Cellars’ E-Commerce in the Canary Islands |
| title_sort | criteria of inbound marketing to segment and explain the domain authority of the cellars e commerce in the canary islands |
| topic | inbound marketing segmentation cellars digital capability |
| url | https://www.mdpi.com/2079-8954/11/11/527 |
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