B2B digital marketing strategy: A framework for assessing digital touchpoints and increasing customer loyalty

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F17%3A63517786" target="_blank" >RIV/70883521:28120/17:63517786 - 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

B2B digital marketing strategy: A framework for assessing digital touchpoints and increasing customer loyalty

Original language description

Research background: Digital marketing has changed the nature of company-to-customer communication. With rising information overload and reduced decision making time, touchpoints have gained additional importance by yielding customer loyalty. Yet the existing digital marketing tools have failed to keep pace with these trends. Companies are lacking a simple framework that focuses on a digital marketing strategy built around touchpoints and customer loyalty. This is especially relevant for B2B companies, which due to their specifics are more dependent on customers and less flexible in adapting of new digital trends. Purpose of the article: A B2B business strategy tailored to digital trends demands a re-evaluation of prior understanding of a product portfolio, a company’s internal and external environment. The purpose of the article is to present a framework that helps to undertake the necessary changes and enables the connections with industry. Methodology/methods: The suggested model has been drawn from the literature review and been extended based on the findings of an empirical multiple case study. Findings: Aspiring to follow trends in digital marketing and to help B2B companies to adapt their strategy to ongoing changes in company-to-customer communication, a new framework has been developed. The framework aims to increase customer loyalty and focuses on channels/touchpoints, assets, skills, audience and customer journey. The model could be beneficial for Chief Marketing Officers (CMO) and other C-levels by offering a simple and reliable tool for improving a company&apos;s position in the digital marketplace. Moreover, it enables continuously adjustment of an already existing business strategy.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2017

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Proceedings of the 9th International Conference on Applied Economics Contemporary Issues in Economy: Entrepreneurship and Management

ISBN

978-83-65605-07-8

ISSN

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e-ISSN

neuvedeno

Number of pages

12

Pages from-to

37-48

Publisher name

Nicolaus Copernicus University

Place of publication

Torun

Event location

Toruń

Event date

Jun 22, 2017

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

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