Inbound marketing som kommersiell diskurs : En pragmatisk diskursanalyse av inbound marketing som markedsføringsmetode sett hos to norske bedrifter

Abstract

The constant stream of advertising, commercials and marketing is an ongoingdance between the consumer and the commerce. This thesis tries to enlightenthe subject on how one of these marketing strategies can be implemented and recognized at different websites. Inbound marketing is a relatively new and dynamic marketing strategy, and it’s making a stand against the traditional way of reaching out to the consumer. The inbound method attracts only those who want to be attracted, and its explicit goal is not to push the consumer to buy, but to offer value and trust to build a relationshipbetween the consumer and advertiser. To do so, it uses a variety of elements, models and content to lead the consumer, willingly, from one step to the next. This study is a discourse analysis and aims to understand the communicative practice on the marketing strategy inbound marketing. This includes a semiotic multimodal analysis of two corporations’ websites in a case study. These websites consist ofa number of textual and visual elements, and theobjective of this thesis is to understand some ways inbound marketing can be used,and how this can be visible at a website.This study has anontraditional structure, in thatthe case studyare supplied with a theoretical overview on the methodical elements. This is designed to givethe reader a wider understanding of the theoretical foundation of the methods, but also how it’s an ongoing dynamic development with similarities to other marketing strategies. This casestudy uses the theoretical elements of the methods to track and highlightthe use of inbound in the visual and textual modalities anddoes so with a descriptive perspective.