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[{"key": "dc.contributor.advisor", "value": "Sepp\u00e4nen, Ville", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Hietala, Waltteri", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-05-09T05:21:03Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-05-09T05:21:03Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2022", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/80921", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 tutkielmassa selvitet\u00e4\u00e4n markkinoinnin automaatioteknologian hy\u00f6dynt\u00e4mist\u00e4 osana yrityksen asiakkaiden sitouttamisen edist\u00e4mist\u00e4 ja sis\u00e4lt\u00f6markkinoinnin toteuttamista. Tutkimuksen tavoitteena on selvitt\u00e4\u00e4, mitk\u00e4 markkinoinnin automaatioj\u00e4rjestelm\u00e4n toiminnallisuudet tukevat asiakkaiden sitouttamista sek\u00e4 sis\u00e4lt\u00f6markkinoinnin operatiivista toteuttamista. Tutkimus toteutettiin laadullisena tutkimuksena. Tutkielmaan koottiin kirjallisuuskatsaus markkinoinnin automaatiosta ja sis\u00e4lt\u00f6markkinoinnista. Empiirisen osuuden tiedonkeruumenetelm\u00e4n\u00e4 k\u00e4ytettiin teemahaastatteluja ja aineisto analysoitiin hy\u00f6dynt\u00e4en teorial\u00e4ht\u00f6ist\u00e4 sis\u00e4lt\u00f6analyysia. Markkinoinnin automaatiosta on tullut nopeasti kasvava ilmi\u00f6 yrityskent\u00e4ll\u00e4, ja arvioiden mukaan yh\u00e4 useampi yritys aikoo investoida siihen tulevaisuudessa. Erityisesti personoidun sis\u00e4ll\u00f6n hy\u00f6dynt\u00e4minen on yksi markkinoinnin automaation keskeisi\u00e4 k\u00e4ytt\u00f6tarkoituksia. Vaikka markkinoinnin automaation on sanottu muuttavan merkitt\u00e4v\u00e4sti yritysten markkinointia, on aiheesta viel\u00e4 olemassa varsin niukasti tutkittua tietoa. Lis\u00e4ksi markkinointia alana muuttaa sis\u00e4lt\u00f6markkinointi: yritykset ovat alkaneet implementoida sis\u00e4lt\u00f6markkinointia osaksi toimintaansa, koska kuluttajat suhtautuvat yh\u00e4 skeptisemmin perinteiseen tuotemainontaan. Sis\u00e4lt\u00f6markkinoinnin ytimess\u00e4 on asiakkaalle relevanttien ja kiinnostavien sis\u00e4lt\u00f6jen tuottaminen ja jakelu, jolla pyrit\u00e4\u00e4n muun muassa parantamaan myynti\u00e4 ja edist\u00e4m\u00e4\u00e4n asiakkaiden sitouttamista. Tutkimuksen tuloksista selvi\u00e4\u00e4, ett\u00e4 markkinoinnin automaation toiminnallisuuksia voidaan hy\u00f6dynt\u00e4\u00e4 osana yrityksen asiakkaiden sitouttamista ja sis\u00e4lt\u00f6markkinointia. Erityisesti j\u00e4rjestelmien avulla saatavaa data-analytiikkaa voidaan hy\u00f6dynt\u00e4\u00e4 siten, ett\u00e4 asiakkaalle voidaan tarjota kohdennettuja ja personoituja sis\u00e4lt\u00f6j\u00e4 eri ostopolun vaiheissa. N\u00e4in ollen yritys saa my\u00f6s lis\u00e4tty\u00e4 l\u00e4pin\u00e4kyvyytt\u00e4 siihen, mitk\u00e4 kontaktipisteet vaikuttavat kuluttajan ostop\u00e4\u00e4t\u00f6kseen. Lis\u00e4ksi asiakkaita voidaan sitouttaa s\u00e4hk\u00f6postimarkkinoinnin avulla ja hy\u00f6dynt\u00e4m\u00e4ll\u00e4 uutiskirjeiden k\u00e4ytt\u00f6\u00e4. My\u00f6s uudelleenmarkkinointiin linkittyv\u00e4t toiminnallisuudet ovat keskeisi\u00e4, jotta yritys ja sen br\u00e4ndi s\u00e4ilyisi kuluttajan mieless\u00e4. Sosiaalisen median toiminnoilla yritys puolestaan voi saada palautetta siit\u00e4, millaiset sis\u00e4ll\u00f6t saavat paljon huomiota kuluttajien taholta. Avainasemassa sitouttamisen edist\u00e4misess\u00e4 on tuottaa sis\u00e4lt\u00f6j\u00e4, jotka ratkaisevat yrityksen asiakkaiden kokemia ongelmia.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The aim of this thesis is to examine with literature review and empirical re-search which marketing automation platform functionalities can be utilized in company\u2019s content marketing and customer engagement processes. This thesis was conducted as a qualitive research. Firstly, literature review was gathered about marketing automation and content marketing. Semi structured interviews were executed after to collect data. The data collected was analyzed utilizing directed content analysis. Marketing automation has become quickly growing phenomenon in the business world. According to estimates more and more companies intend to invest in marketing automation in the near future. Especially the use of personalized content has become one of the key benefits of marketing automation. Even though marketing automation has possibly changed the way companies view marketing remarkably few scientific publications are available of the topic. In addition, companies are implementing content marketing as part of their marketing strategy since customers have become more and more skeptical of traditional product advertisement. The aim of content marketing is to produce and distribute content which is relevant and interesting to the customer and by executing content marketing companies aim to increase sales and promote customer engagement. The results of this thesis show that marketing automation can be utilized as part of company\u2019s\u2019 content marketing and customer engagement. Especially the data which marketing automation platforms provide can be utilized for targeting and personalizing the company\u2019s content for different phases of the customers buying process. Therefore, companies gain more transparency, which customer touchpoints are related to the customers\u2019 purchasing decision. In addition, customers engagement can be promoted by utilizing functionalities such as email marketing, remarketing, and social media functions. In the core of customer engagement is to provide contents which truly solve problems company\u2019s customers face in different situations.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-05-09T05:21:03Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-05-09T05:21:03Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "65", "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": "sis\u00e4lt\u00f6markkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "asiakkaiden sitouttaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "personoitu sis\u00e4lt\u00f6", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "CRM", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Markkinoinnin automaation hy\u00f6dynt\u00e4minen yrityksen sis\u00e4lt\u00f6markkinoinnissa : asiakkaan sitouttamisen n\u00e4k\u00f6kulma", "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-202205092574", "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": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "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": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "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": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "automaatio", "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.subject.yso", "value": "markkinointiviestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asiakkuudenhallinta", "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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