Today, how people shop and acquire information has completely changed: the internet has undergone a real transformation in consumer behaviours and habits. Alongside this shift, today’s marketers must adapt to the new needs of the market and consumers or will be risking their existence, as the web presence has become essential for companies. This was the starting point for this dissertation, which details a methodology (Inbound Marketing) and the set of techniques and tools that make it possible for companies and marketers to find online by prospects and clients easily. It is intended to illustrate the concept of the new marketer, whose digital skills allow him to develop a web presence, manage CMS platforms and optimise marketing actions.

Keywords: The Marketing Paradigm Shift; Inbound Marketing; Remarkable Content; Non-Customers; SEO; Blogging; Social Media; Conversion and Analysis Techniques; DARC Framework.