Role of digital maturity and customer profiling: potentials for lead generation - a study in oil and gas industry
Identifikátory výsledku
Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F25%3A43925680" target="_blank" >RIV/62156489:43110/25:43925680 - isvavai.cz</a>
Výsledek na webu
<a href="https://doi.org/10.1504/IJTMKT.2025.143038" target="_blank" >https://doi.org/10.1504/IJTMKT.2025.143038</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1504/IJTMKT.2025.143038" target="_blank" >10.1504/IJTMKT.2025.143038</a>
Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
Role of digital maturity and customer profiling: potentials for lead generation - a study in oil and gas industry
Popis výsledku v původním jazyce
This study analyses the relationship between a company's digital maturity and its lead generation success in a more digitally conservative oil and gas (O&G) industry, and whether content personalisation, as an outcome of customer profiling, is used more intensively by companies with advanced digital maturity levels. The results show that a company's lead generation success increases with digital maturity. Content personalisation can play a major role for lead generation success and is facilitated by higher digital maturity. Therefore, driving digitalisation may be crucial for companies to maintain long-term competitiveness. However, the O&G industry shows medium overall digital maturity. Overall, this study provides an elaborate framework for assessing digital maturity from a more focused marketing and sales perspective. Moreover, the results provide marketers and managers with reasons for promoting digitalisation within their companies and assist them in developing an adequate strategy for their future lead generation.
Název v anglickém jazyce
Role of digital maturity and customer profiling: potentials for lead generation - a study in oil and gas industry
Popis výsledku anglicky
This study analyses the relationship between a company's digital maturity and its lead generation success in a more digitally conservative oil and gas (O&G) industry, and whether content personalisation, as an outcome of customer profiling, is used more intensively by companies with advanced digital maturity levels. The results show that a company's lead generation success increases with digital maturity. Content personalisation can play a major role for lead generation success and is facilitated by higher digital maturity. Therefore, driving digitalisation may be crucial for companies to maintain long-term competitiveness. However, the O&G industry shows medium overall digital maturity. Overall, this study provides an elaborate framework for assessing digital maturity from a more focused marketing and sales perspective. Moreover, the results provide marketers and managers with reasons for promoting digitalisation within their companies and assist them in developing an adequate strategy for their future lead generation.
Klasifikace
Druh
J<sub>SC</sub> - Článek v periodiku v databázi SCOPUS
CEP obor
—
OECD FORD obor
50204 - Business and management
Návaznosti výsledku
Projekt
—
Návaznosti
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Ostatní
Rok uplatnění
2025
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název periodika
International Journal of Technology Marketing
ISSN
1741-878X
e-ISSN
1741-8798
Svazek periodika
19
Číslo periodika v rámci svazku
1
Stát vydavatele periodika
GB - Spojené království Velké Británie a Severního Irska
Počet stran výsledku
25
Strana od-do
80-104
Kód UT WoS článku
—
EID výsledku v databázi Scopus
2-s2.0-85217712441