THE ROLE OF CUSTOMER JOURNEY IN B2B CONTENT MARKETING
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F16%3A43874732" target="_blank" >RIV/70883521:28120/16:43874732 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
THE ROLE OF CUSTOMER JOURNEY IN B2B CONTENT MARKETING
Original language description
Constantly developing technologies and marketing methods increase the importance of content marketing as one of the main communication channels. Content marketing is a new division of digital marketing. It has a revolutionary nature, and has changed the way of communication with customers, from a one-way, broadcasting, approach to a customer-centric. Due to the development of social media and user generated marketing, modern companies are learning to consider customer journey in their digital marketing strategy. Content marketing plays an important role for business-to-business (B2B) companies due to the higher (than for business-to-customers (B2C) companies) dependence on customers. The latter could be explained by longer purchase decision time, smaller amount of customers and longer business relationships. It is often believed that large global companies disseminate best practices due to high level of available resources, process optimisation and the effectiveness level. The aim of the current research is to identify by means of a content analysis whether the largest global B2B companies listed in Global 500 make use of the concept of the customer journey in their digital marketing strategy. The provided analysis helps to identify a link between content types and customer journey steps.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Conference Proceedings the 12th Annual International Bata Conference for Ph.D. Students and Young Researchers
ISBN
978-80-7454-592-4
ISSN
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e-ISSN
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Number of pages
11
Pages from-to
31-41
Publisher name
Univerzita Tomáše Bati ve Zlíně, Fakulta managementu a ekonomiky
Place of publication
Zlín
Event location
Zlín
Event date
Apr 28, 2016
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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