The Campaigns of Marketing and Growth Backing Inbound Impact on Millennial New Generations of Colombia’s Consumers

Abstract

During the last years Marketing has transformed from the "offline" to the "online" model; it has changed from getting clients through strategies, techniques and traditional tools like print media advertising, tv commercials, radio spots, BTL activations, sampling and/or flyers to generate content and provide tools that attract and capture potential customers’ attention without being intrusive. These strategies should have the importance to the potential customers in order to generate purchase of the product or service offered by companies. The main purpose of the research is to analyse the impact that Inbound Marketing and Growth Hacking can have as new techniques, strategies and digital marketing tools in the millennial generation from Barranquilla, Colombia. How those techniques, strategies and tools could attract them through content and functionalities that generate value for them and motivates them to concrete a purchase for a product and / or service. It will also establish a model of Inbound Marketing and Growth Hacking strategy for companies that do not have a large digital advertising budget in order to attract potential customers of the millennial generation from Barranquilla and generate effective purchases of their products or services.