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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Varis, Noora", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-02-23T07:15:51Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-02-23T07:15:51Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2023", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/85596", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Uusasiakashankinta on v\u00e4ltt\u00e4m\u00e4t\u00f6nt\u00e4 yrityksen kasvulle. Markkinoinnilla on merkitt\u00e4v\u00e4 rooli uusasiakashankinnassa, sill\u00e4 markkinoinnin eri toimenpiteiden yhten\u00e4 p\u00e4\u00e4tavoitteena on tuottaa tarpeeksi laadukkaita liidej\u00e4 myynnille. N\u00e4ist\u00e4 liideist\u00e4 myynti pystyy tuottamaan uusia asiakkaita. Erityisesti B2B-yrityksille perinteiset myyntipainotteiset markkinointitoimenpiteet kuten messut ovat viel\u00e4kin isossa roolissa my\u00f6s liidien hankinnassa. Digitaalisen markkinoinnin hy\u00f6tyj\u00e4 liidien hankinnalle ei kuitenkaan voida kiist\u00e4\u00e4. Jotta B2B-markkinointi voi keskitty\u00e4 tehokkaimpiin liidien hankinnan keinoihin, tarvitsee oletukset messujen korkeista kustannuksista ja digitaalisen markkinoinnin tehokkuudesta ymp\u00e4rilleen konkreettista tutkimustietoa. T\u00e4m\u00e4 tutkimus keskittyy tutkimaan markkinoinnin roolia B2B-uusasiakashankinnassa liidien hankinnan n\u00e4k\u00f6kulmasta. T\u00e4m\u00e4n tutkimuksen tarkoituksena on verrata perinteisen ja digitaalisen markkinoinnin toimenpiteiden vaikutuksia liidien hankintaprosessin tehokkuuteen. Tavoitteena on case-tutkimuksen avulla selitt\u00e4\u00e4, millainen vaikutus eri toimenpiteill\u00e4 on hankittujen liidien m\u00e4\u00e4r\u00e4\u00e4n, kustannustehokkuuteen sek\u00e4 laatuun. T\u00e4ss\u00e4 tutkimuksessa perinteist\u00e4 markkinointia edustaa messut, sill\u00e4 messujen tuloksia pystyt\u00e4\u00e4n analysoimaan tarpeeksi luotettavasti. Tutkimus toteutettiin m\u00e4\u00e4r\u00e4llisen\u00e4 case-tutkimuksena analysoimalla valmista aineistoa. Tutkimusaineisto koostui case-yrityksen sis\u00e4isit\u00e4 markkinointiraporteista, joita numeerisesti analysoimalla pyrittiin l\u00f6yt\u00e4m\u00e4\u00e4n vastauksia asetettuun tutkimuskysymykseen. Havainnoimalla aineistosta ensin tutkimuksen kannalta olennaisia markkinoinnin tunnuslukuja pystyttiin aineistoa analysoimaan taulukkolaskentaohjelman avulla.\nTuloksista k\u00e4y ilmi, ett\u00e4 tutkimuksen case-yrityksess\u00e4 digitaalinen markkinointi tuottaa enemm\u00e4n liidej\u00e4 kuin messut. Digitaalinen markkinointi on my\u00f6s kustannustehokkaampi tapa tuottaa liidej\u00e4 kun tarkastellaan yksitt\u00e4isen liidin hankintahinnan kehityst\u00e4. Messut kuitenkin tuottavat case-yritykselle laadukkaampia liidej\u00e4. Kaikista messujen tuottamista liideist\u00e4 isompi osa konvertoitui myyntisuppilossa eteenp\u00e4in lopulta asiakkaiksi asti. Messuilta hankitun liidin keskim\u00e4\u00e4r\u00e4inen elinkaari on siis pidempi ja yritykselle tuotettu rahallinen arvo suurempi kuin digitaalisen markkinoinnin tuottaman liidin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-02-23T07:15:51Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-02-23T07:15:51Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "59", "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": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "uusasiakashankinta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ostopolku", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "liidi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "liidien generointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Digitaalisen markkinoinnin rooli B2B-liidien hankinnassa", "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-202302231863", "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", 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