Inbound Marketing in LinkedIn for Brand Management

This study analyzes to what extent LinkedIn's features are geared towards Inbound Marketing for brand management, taking into account that it is the users who the brands reach and who interact with them when the need arises, thus requiring non-obtrusive communication techniques that offer value in terms of information, training, solutions, experience and entertainment. For that purpose, this research conducts an in-depth study of the different uses and tools that LinkedIn has been developing during its first decade and which are essential for said brand management. It analyzes how this network has geared its features toward content marketing, influence marketing, permission marketing and relationship marketing. It can be observed how it has strengthened personalization strategies, seeking the combination of the relevant contents with the relevant audiences.