Impacto do marketing digital na prospecção de clientes por meio do inbound marketing: uma revisão sistemática

This study aimed to analyze, through a systematic literature review, the strategies and practices of digital marketing with an emphasis on inbound marketing focused on customer prospecting. The research covered the period from 2015 to 2025, selecting 15 scientific articles from the databases Google Scholar and CAPES Journals. Data analysis was conducted using the content analysis technique, which enabled the identification of patterns and thematic categories aligned with the study’s objectives. The results were organized into six analytical axes: digital presence as a strategy for organizational competitiveness; the relationship between content production and engagement in inbound marketing; the role of social media in customer acquisition and retention; personalization of the user experience; barriers and challenges in the implementation of inbound marketing; and future trends and perspectives in the field. The evidence indicates that inbound marketing has established itself as an effective approach to attract, engage, and retain consumers, especially when integrated with strategic content and digital presence actions. However, challenges related to companies’ digital maturity, the measurement of results, and adaptation to technological changes were also identified. It is concluded that inbound marketing represents an opportunity for organizations to improve their communication with target audiences and expand their customer base in a sustainable manner. This study contributes to a critical understanding of current practices and offers theoretical support for future research and applications in the field of digital marketing.