Integrating customer journey into B2B website content

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Integrating customer journey into B2B website content

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Integrating customer journey into B2B website content

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2016

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

13

Strana od-do

410-422

Název nakladatele

Bookman s.r.o. Fakulta manažmentu Prešovskej univerzity v Prešově

Místo vydání

Prešov

Místo konání akce

Prešov

Datum konání akce

29. 9. 2016

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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