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[{"key": "dc.contributor.advisor", "value": "Kokko, Tuomas", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Hakkarainen, Liine", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-05-30T12:05:57Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-05-30T12:05:57Z", "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/123456789/87306", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 tutkielmassa k\u00e4sitell\u00e4\u00e4n markkinointiautomaatiota ja sen hy\u00f6dynt\u00e4mismahdollisuuksia B2C-markkinoinnissa, ja etenkin markkinointiautomaation mukanaan tuomia hy\u00f6tyj\u00e4 sek\u00e4 haasteita. Markkinointiautomaatio on vuosituhannen vaihteessa syntynyt k\u00e4site, joka on noussut merkitt\u00e4v\u00e4\u00e4n rooliin markkinoinnissa etenkin viimeisen kymmenen vuoden aikana. Markkinointiautomaatiolla tarkoitetaan markkinointiprosessien automatisointia markkinointiteknologioiden avulla. Tutkielma toteutettiin kirjallisuuskatsauksena kooten tietoa aiheesta p\u00e4\u00e4asiassa vertaisarvioituja tieteellisi\u00e4 julkaisuja hy\u00f6dynt\u00e4en. Tutkitun kirjallisuuden avulla vastataan kahteen tutkimus-kysymykseen: \u201dMiten markkinointiautomaatiota voidaan hy\u00f6dynt\u00e4\u00e4 B2C-markkinoinnissa?\u201d ja \u201dMit\u00e4 lis\u00e4arvoa tai haasteita markkinointiautomaatio voi tuoda B2C-markkinointiin?\u201d. Tutkielmassa m\u00e4\u00e4ritell\u00e4\u00e4n markkinointiautomaatio sek\u00e4 muut keskeiset k\u00e4sitteet ja tarkastellaan markkinointiautomaatiota B2C-markkinoinnin n\u00e4k\u00f6kulmasta. Markkinointiautomaation hy\u00f6dynt\u00e4mismahdollisuudet osoittautuivat eritt\u00e4in laajoiksi B2C-markkinoinnissa, sill\u00e4 sit\u00e4 voidaan hy\u00f6dynt\u00e4\u00e4 yrityksen toimialasta ja koosta riippumatta. Hy\u00f6dyt yritykselle sek\u00e4 markkinoinnille ovat merkitt\u00e4vi\u00e4, ja etenkin taloudelliset hy\u00f6dyt sek\u00e4 markkinoinnin tehostuminen nousivat esille useissa l\u00e4hteiss\u00e4. My\u00f6s markkinointiautomaatioon liittyvi\u00e4 haasteita osoittautui olevan useita ja ne voitiin p\u00e4\u00e4asiassa jakaa kahteen kategoriaan: k\u00e4ytt\u00f6\u00f6noton haasteet sek\u00e4 eettiset haasteet. Keskeisin p\u00e4\u00e4telm\u00e4 tutkielman seurauksena on se, ett\u00e4 hy\u00f6dyt B2C-markkinointia harjoittavalle yritykselle ovat niin merkitt\u00e4vi\u00e4, ett\u00e4 niiden kannattaa harkita markkinointiautomaation k\u00e4ytt\u00f6\u00f6nottoa. Toisaalta k\u00e4ytt\u00f6\u00f6nottoon liittyy my\u00f6s haasteita, joten p\u00e4\u00e4t\u00f6s tulee tehd\u00e4 vakaata harkintaa k\u00e4ytt\u00e4en. Muun muassa investoinnin kannattamattomuus, budjetti- ja aikatauluongelmat, osaavan henkil\u00f6st\u00f6n puute sek\u00e4 eettiset haasteet kuten kuluttajien yksityisyys ja korkeat hinnat kuluttajille olivat markkinointiautomaatioon liittyvi\u00e4 ongelmia, jotka toistuivat useissa eri l\u00e4hteiss\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2023-05-30T12:05:57Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-05-30T12:05:57Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "40", "language": "", "element": "format", "qualifier": "extent", "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": "markkinointiautomaatio", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "B2C-markkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "markkinointiteknologia", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kuluttajamarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Markkinointiautomaation hy\u00f6dynt\u00e4minen B2C-markkinoinnissa", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202305303362", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatinty\u00f6", "language": "fi", "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_7a1f", "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": "bachelorThesis", "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": "kuluttajat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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