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[{"key": "dc.contributor.advisor", "value": "Grenman, Miia", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Heiskanen, Matilda", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-10-01T05:09:17Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-10-01T05:09:17Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/71952", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Nykyp\u00e4iv\u00e4n\u00e4 markkinoinnissa on t\u00e4rke\u00e4\u00e4 asiakkaiden huomion ansaitseminen. Asiakkaat eiv\u00e4t halua kohdata p\u00e4\u00e4llek\u00e4yv\u00e4\u00e4 mainontaa, vaan mielenkiintoista, viihdytt\u00e4v\u00e4\u00e4 ja hy\u00f6dyllist\u00e4 sis\u00e4lt\u00f6\u00e4. Sis\u00e4lt\u00f6markkinointi on markkinoinnin l\u00e4hestymistapa, jossa keskityt\u00e4\u00e4n arvokkaan, merkityksellisen ja vakuuttavan sis\u00e4ll\u00f6n luomiseen ja jakamiseen, tarkoituksena houkutella ja s\u00e4ilytt\u00e4\u00e4 asiakkaita.\nT\u00e4m\u00e4n pro gradu -tutkielman tarkoituksena oli selvitt\u00e4\u00e4, mit\u00e4 on digitaalinen sis\u00e4lt\u00f6markkinointi ja mitk\u00e4 ovat sis\u00e4lt\u00f6markkinoinnin parissa ty\u00f6skentelevien asiantuntijoiden mielest\u00e4 parhaat tavat hy\u00f6dynt\u00e4\u00e4 sis\u00e4lt\u00f6markkinointia B2B-yrityksiss\u00e4. Tutkimus toteutettiin laadullisena eli kvalitatiivisena tutkimuksena. Tutkimusaineisto ker\u00e4ttiin haastattelemalla kuutta markkinointitoimistossa ty\u00f6skentelev\u00e4\u00e4 sis\u00e4lt\u00f6markkinoinnin asiantuntijaa.\nTutkimustulosten perusteella todettiin, ett\u00e4 sis\u00e4lt\u00f6markkinoinnin keski\u00f6ss\u00e4 ovat yrityksen kohderyhm\u00e4 ja ostajapersoonat. Parhaiten toimivat sis\u00e4lt\u00f6markkinoinnin kanavat, sis\u00e4lt\u00f6muodot ja mittarit riippuvat aina yrityksen kohderyhm\u00e4st\u00e4 ja markkinoinnille asetetuista tavoitteista. Yht\u00e4 yleisp\u00e4tev\u00e4\u00e4 sis\u00e4lt\u00f6markkinoinnin k\u00e4yt\u00e4nt\u00f6\u00e4, joka toimisi kaikissa B2B-yrityksiss\u00e4, ei ole.\nSis\u00e4lt\u00f6markkinointi on eritt\u00e4in hyv\u00e4 ja kustannustehokas tapa tehd\u00e4 markkinointia. Sis\u00e4lt\u00f6markkinoinnin avulla voidaan hankkia asiakkaita, kasvattaa myynti\u00e4, parantaa n\u00e4kyvyytt\u00e4 hakukoneissa ja rakentaa ty\u00f6nantajabr\u00e4ndi\u00e4. Tekem\u00e4ll\u00e4 sis\u00e4lt\u00f6markkinointia asiakasl\u00e4ht\u00f6isesti eli keskittym\u00e4ll\u00e4 sis\u00e4ll\u00f6iss\u00e4 ostajapersooniin ja heid\u00e4n ongelmiensa ratkaisemiseen, yritykset voivat tehd\u00e4 sis\u00e4lt\u00f6markkinointia laadukkaasti ja tuloksellisesti.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-10-01T05:09:17Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-10-01T05:09:17Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "73", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "digitaalinen sis\u00e4lt\u00f6markkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sis\u00e4lt\u00f6strategia", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Digitaalinen sis\u00e4lt\u00f6markkinointi B2B-kontekstissa : markkinoinnin asiantuntijoiden n\u00e4kemykset parhaista k\u00e4yt\u00e4nn\u00f6ist\u00e4", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202010016032", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritysmarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sis\u00e4lt\u00f6tuotanto", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaalinen markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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