METHODS FOR CREATING PERSONALIZED MARKETING

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

METHODS FOR CREATING PERSONALIZED MARKETING

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

METHODS FOR CREATING PERSONALIZED MARKETING

Popis výsledku anglicky

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

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2017

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

6

Strana od-do

434-439

Název nakladatele

Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, Slovakia

Místo vydání

Smolenice

Místo konání akce

Smolenice

Datum konání akce

7. 11. 2017

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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