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Marketing has radically changed in the past few years. With the rise of digital marketing, search technology, blogging and podcasts, consumer access to information and content has exploded. This paper aims to provide a critical look at one aspect of this change, inbound marketing and the creation of content to drive engagement. Inbound marketing differs from traditional marketing by pulling customers to the firm, as opposed to reaching out through traditional advertising.

This study provides an overview of inbound marketing and illustrate three views of inbound marketing: digital, social and content marketing.

The study highlights the importance of consumer personae, critical content creation and customer strategies.

The study concludes with a look to the future of inbound marketing and clear guidelines for developing an inbound strategy, including understanding the buyer personas, strategic analysis and a formulized plan for inbound content creation.

This work combines traditional theoretical research and analysis to provide a comprehensive and clear illustration of what inbound marketing is and where it can be used in both business strategy and academic research.

In this chapter, we discuss the merits and challenges of organic communication within an inclusive, iterative research design through our research project ‘Improving the quality of life of families with parents with intellectual disabilities (IDs) and their children (<12 years) by means of assistive robotics’. We will discuss the research process, its key steps and preliminary findings, as well as how inclusivity of participants was taken along throughout this process. The links between research design, designers and project participants are explored and reflected on. Our positions as researchers within the research process are also reflected upon. We will additionally address the implications of our research for the broader field of inclusive design for assistive robotics and the creative methodologies employed and tailored to the needs of families headed by parents with an ID and their children. In this, we keep a close eye on the difficulties such families face within the context of our research project. Lastly, we reflect on several key markers of collaboration within marginalised communities we encountered in our research.