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[{"key": "dc.contributor.advisor", "value": "Mero, Joel", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "S\u00e4llil\u00e4, Karoliina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-18T08:58:24Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-18T08:58:24Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/76705", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4n\u00e4 p\u00e4iv\u00e4n\u00e4 asiakkaat vieroksuvat p\u00e4\u00e4llek\u00e4yv\u00e4\u00e4 markkinointiviestint\u00e4\u00e4. Markkinoinnissa on oleellista saada ansaittua asiakkaan huomio tuottamalla heille arvokasta ja mielenkiintoista sis\u00e4lt\u00f6\u00e4. Digitaalinen sis\u00e4lt\u00f6markkinointi on markkinoinnin keino, jolla tuotetaan kohderyhm\u00e4lle hy\u00f6dyllist\u00e4 ja mielenkiintoista sis\u00e4lt\u00f6\u00e4 digitaalisissa kanavissa. \nT\u00e4m\u00e4n pro-gradu tutkielman tarkoitus oli selvitt\u00e4\u00e4, miten suomalaisissa B2B-yrityksiss\u00e4 hy\u00f6dynnet\u00e4\u00e4n digitaalista sis\u00e4lt\u00f6markkinointia ja mit\u00e4 haasteita yritykset kohtaavat sen toteutuksessa. Tutkimus toteutettiin kvalitatiivisena tutkimuksena haastattelemalla sis\u00e4lt\u00f6markkinoinnin asiantuntijoita. \nTutkimustulosten perusteella suomalaisissa B2B-yrityksiss\u00e4 hy\u00f6dynnet\u00e4\u00e4n sis\u00e4lt\u00f6markkinointia, mutta toteutuksessa kohdataan useita haasteita. Suurimmat haasteet olivat resurssipula, selkeiden tavoitteiden ja mittareiden asettaminen ja kohderyhm\u00e4n syv\u00e4llinen tunteminen. Sis\u00e4lt\u00f6markkinointi tunnistetaan keinona erottautua kilpailijoista, mutta silti suurin osa B2B-yrityksist\u00e4 viel\u00e4 toteuttaa sis\u00e4lt\u00f6markkinointia osittain ulkoa tulevan paineen takia ja ilman strategiaa. Laadukkaan ja tuloksellisen sis\u00e4lt\u00f6markkinoinnin edellytyksen\u00e4 B2B-yrityksen on valittava kanavat ja sis\u00e4lt\u00f6muodot kohderyhm\u00e4n ja asetettujen tavoitteiden mukaan, mitattava ja analysoitava sis\u00e4lt\u00f6markkinoinnin tuloksia yhteisty\u00f6ss\u00e4 myynnin kanssa ja k\u00e4ytett\u00e4v\u00e4 teknologioita ja automaatioita optimoidakseen ja helpottaakseen sis\u00e4lt\u00f6markkinoinnin hy\u00f6dynt\u00e4mist\u00e4. Sis\u00e4lt\u00f6markkinointi vaatii onnistuakseen my\u00f6s ymm\u00e4rryst\u00e4 ja tukea koko organisaatiolta, johtoa my\u00f6den. Sis\u00e4lt\u00f6markkinoinnin avulla B2B-yritykset hankkivat uusia asiakkaita, lis\u00e4\u00e4v\u00e4t tunnettuuttaan, kasvattavat myynti\u00e4, osoittavat asiantuntijuutta ja parantavat ty\u00f6nantajamielikuvaa. Tutkimustulokset osoittivat my\u00f6s koronavuoden vaikuttaneen positiivisesti digitaalisten sis\u00e4lt\u00f6jen hy\u00f6dynt\u00e4misen lis\u00e4\u00e4ntymiseen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-06-18T08:58:24Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-18T08:58:24Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "95", "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": "B2B-yritykset", "language": "", "element": "subject", "qualifier": "other", "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\u00f6markkinoinnin mittaaminen", "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": "Digitaalisen sis\u00e4lt\u00f6markkinoinnin hy\u00f6dynt\u00e4minen suomalaisissa B2B-yrityksiss\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-202106183901", "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": "arvonluonti", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitalisaatio", "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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