Integrating customer journey into B2B website content

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F16%3A43874723" target="_blank" >RIV/70883521:28120/16:43874723 - 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
Integrating customer journey into B2B website content
Original language description
Content marketing is a new term that has developed within recent years. It requires customer-centric approach, and increases the necessity to map customer journey. This is especially important for businessto- business (B2B) companies. The research shed some light on integrating the customer journey into B2B content strategy by analysing 38 global B2B industrial companies. The results have several implications. First, it shows that the leading B2B industrial companies do consider the customer journey in their marketing strategy; however, ignore an appeal of many marketing experts in this field. Second, the results show the importance of focusing not just on certain content types, but to manage content strategy according to the goals of the customer journey. Third, the research illustrates cross-regional in the integration of the customer journey in B2B content marketing. The paper focuses only on the companies' web-sites, what represents the main limitation.
Czech name
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Czech description
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Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the VI. International scientific conference Management
ISBN
978-80-8165-155-7
ISSN
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e-ISSN
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Number of pages
13
Pages from-to
410-422
Publisher name
Bookman s.r.o. Fakulta manažmentu Prešovskej univerzity v Prešově
Place of publication
Prešov
Event location
Prešov
Event date
Sep 29, 2016
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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