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[{"key": "dc.contributor.advisor", "value": "Koskelainen, Tiina", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Aittola, Mirka", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-06-07T06:33:01Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-06-07T06:33:01Z", "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/123456789/81519", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitaalisen markkinoinnin sek\u00e4 asiakashankinnan tulisi syyst\u00e4 olla jokaista organisaatiota kiinnostava aihe. Mainonnan ja asiakashankinnan muodot ovat kehittyneet valtavasti viime vuosikymmenin\u00e4. Digitaalisuus ja digitaaliset kanavat\novat mahdollistaneet markkinoinnin ja asiakashankinnan s\u00e4hk\u00f6isiss\u00e4 kanavissa\neli siell\u00e4, miss\u00e4 nykyajan ihmiset ovat: verkossa, sovelluksissa ja alustoilla useita\ntunteja p\u00e4iv\u00e4ss\u00e4. T\u00e4m\u00e4n kokonaisuuden ymm\u00e4rt\u00e4minen ja hy\u00f6dynt\u00e4minen on\nnykyp\u00e4iv\u00e4n yrityksille haaste, mutta my\u00f6s ehdoton elinehto.\nDigitaalinen markkinointi on moniulotteista, ja sen toteuttaminen vaatii suunnittelua ja ammattitaitoa. Haasteita ilmenee erityisesti silloin, kun aiheeksi valitaan\npitk\u00e4aikaiset ja vaativat asiakassuhteet, kuten pankkisuhteet. Kaikki yritykset\ntarvitsevat uusia asiakkaita sek\u00e4 keinoja, joilla erottautua kilpailijoistaan erityisesti pankkialan kaltaisilla markkinoilla, joilla tuotteet eiv\u00e4t eroa toisistaan.\nTutkimuksen alussa muodostettiin kokonaisk\u00e4sitys digitaalisesta markkinoinnista, kasvuhakkeroinnista ja asiakashankinnasta ottaen huomioon kuluttajak\u00e4ytt\u00e4ytyminen sek\u00e4 pankkisektori. Jokaisesta aihealueesta l\u00f6ytyy aiempaa tutkimusta, mutta aihealueita yhdist\u00e4v\u00e4\u00e4 tutkimustietoa on vaikea l\u00f6yt\u00e4\u00e4. Kirjallisuuskatsauksen pohjalta luotiin uusi mukaileva digitaalisen markkinoinnin kehys. Tutkimuksen empiirisess\u00e4 osiossa haastateltiin kuutta digitaalisen markkinoinnin asiantuntijaa saaden vastauksia, jotka vahvistivat kirjallisuuskatsauksessa saatua tietoa, mutta my\u00f6s rikastivat sek\u00e4 yksinkertaistivat sit\u00e4. T\u00e4m\u00e4n lis\u00e4ksi heilt\u00e4 saatiin ker\u00e4tty\u00e4 tietoa liittyen pankkisektorin mainontaan ja asiakashankintaan.\nTutkimus toi erinomaisen kokonaisk\u00e4sityksen digitaalisesta markkinoinnista,\nasiakashankinnasta sek\u00e4 pankkisektorista. Tulokset korostivat pankkisektorin\nomaleimaisuutta konservatiivisena toimialana, jota vahvasti ohjaa s\u00e4\u00e4ntely sek\u00e4\neritt\u00e4in pitk\u00e4kestoiset asiakassuhteet, joihin vaikuttaminen vaatii rohkeampaa ja\nerottuvampaa mainontaa ja asiakashankintaa sek\u00e4 puolestapuhujien apua.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digital marketing and customer acquisition should be a key topic of interest to\nevery organization for a reason. Forms of advertising and customer acquisition\nhave evolved tremendously in recent decades. Digitalization and digital\nchannels have enabled marketing and customer acquisition online in electronic\nchannels. Modern people use mobile applications and different platforms\nseveral hours every day. Understanding and utilizing this entity is a challenge\nfor today's businesses, but also an absolute lifeline.\nDigital marketing is multidimensional and requires planning and professionalism in implementation. Challenges arise especially when long-term and demanding customer relationships, such as banking relationships, are in the focus. All\ncompanies need new customers and ways of differentiating themselves from\ntheir competitors, especially in markets such as banking, where products do not\ndiffer from each other.\nAt the beginning of the study an overall understanding of digital marketing,\ngrowth hacking, and customer acquisition was formed, considering consumer\nbehavior and the banking sector. There is some previous research in each topic,\nbut it is difficult to find research data, linking the thematic areas. Based on the\nliterature review, a new adaptive digital marketing framework was created. In\nthe empirical section of the study, six digital marketing experts were interviewed,\nreceiving responses that reinforced the information obtained in the literature review, but also enriched and simplified it. In addition, they were able to collect\ninformation related to advertising and customer acquisition in the banking sector.\nThe study gave an excellent understanding of digital marketing, customer acquisition and the banking sector. The results underlined the distinctiveness of the\nbanking sector as a conservative industry strongly guided by regulation and very\nlong-term customer relationships, which require bolder and more distinctive advertising and customer acquisition, as well as the help of advocates.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-06-07T06:33:01Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-06-07T06:33:01Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "66", "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": "kasvuhakkerointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "inbound-markkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "pankkisektori", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Digitaalinen markkinointi ja asiakashankinta : asiantuntijoiden n\u00e4kemykset parhaista k\u00e4yt\u00e4nn\u00f6ist\u00e4 pankkisektorilla", "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-202206073136", "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": "restrictedAccess", "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": "asiakkaat", "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": "digitalisaatio", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "pankit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajak\u00e4ytt\u00e4ytyminen", "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.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/collections/archival-workstation).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/kokoelmat/arkistotyoasema..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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