METHODS FOR CREATING PERSONALIZED MARKETING

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F17%3A00011022" target="_blank" >RIV/47813059:19520/17:00011022 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
METHODS FOR CREATING PERSONALIZED MARKETING
Original language description
To improve sales performance in B2B online marketing communication, we often use marketing channels such as e-mail. Therefore, it is required to develop effective campaigns to promote the product and secure the purchase transactions. The aim of the article is to document the use of personalized marketing content in B2B online communication and point out the best practices. The aim will be achieved through theoretical debate, methodology, research results and discussion. Theoretical debate will focus on content marketing, especially on B2B, marketing automation and its tools. Our research approach to content marketing personalization is through the use of A/B testing, such as wording effectiveness between the several industries to make the campaign visitors visit website where they can make a purchase. Through the use of marketing automation tools we were able to gather data from thousands of recipients and figure out the best practices. Such findings provide deeper insights into the us e of those tools for personalized marketing content and their impact on sales performance. Brand loyalty. Consumer engagement. Facebook. Social media. Social networks
Czech name
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Czech description
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Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Conference Proceedings from International Scientific Conference 7th - 8th November 2017
ISBN
978-80-8105-918-6
ISSN
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e-ISSN
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Number of pages
6
Pages from-to
434-439
Publisher name
Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, Slovakia
Place of publication
Smolenice
Event location
Smolenice
Event date
Nov 7, 2017
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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