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[{"key": "dc.contributor.advisor", "value": "Vuorinen, Jukka", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Rupponen, Janita", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-10-04T05:33:22Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-10-04T05:33:22Z", "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/123456789/89368", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "B2B-yritysten kontekstissa digitaalinen sis\u00e4lt\u00f6markkinointi on muodostunut aiempaa oleellisemmaksi, sill\u00e4 yritysasiakkaat kuluttavat yh\u00e4 enemm\u00e4n digitaalista sis\u00e4lt\u00f6\u00e4, ennen kuin harkitsevat yhteydenottoa myyj\u00e4\u00e4n. Yrityksille on haastavaa tuottaa sis\u00e4lt\u00f6\u00e4, joka olisi asiakkaille hy\u00f6dyllist\u00e4 ja kiinnostavaa. Lis\u00e4ksi yritykset eiv\u00e4t ymm\u00e4rr\u00e4 digitaaliseen sis\u00e4lt\u00f6\u00f6n panostamisen hy\u00f6tyj\u00e4. N\u00e4ist\u00e4 syist\u00e4 tutkimuksessa tutkittiin asiakasl\u00e4ht\u00f6ist\u00e4 digitaalista sis\u00e4lt\u00f6markkinointia, jonka tarkoitus oli vastata yksitt\u00e4isten asiakkaiden\ntarpeisiin. Tutkimuksessa tarkasteltiin seitsem\u00e4n suomalaisen IT-alan B2Bkasvuyrityksen tuottamaa sis\u00e4lt\u00f6\u00e4 sosiaalisessa mediassa sek\u00e4 yritysten verkkosivuilla. Tutkimus suoritettiin laadullisena sis\u00e4ll\u00f6nanalyysina. Yrityksi\u00e4 tutkimalla haluttiin l\u00f6yt\u00e4\u00e4 yrityksien keinoja toteuttaa asiakasl\u00e4ht\u00f6ist\u00e4 sis\u00e4lt\u00f6\u00e4 ja syit\u00e4 sis\u00e4lt\u00f6jen asiakasl\u00e4ht\u00f6isyydelle. Asiakasl\u00e4ht\u00f6ist\u00e4 sis\u00e4lt\u00f6\u00e4 tutkittiin ostoprosessin yhteydess\u00e4, sek\u00e4 tarkasteltiin, miten sis\u00e4lt\u00f6 vastasi eri ostoprosessin vaiheiden vaihtelevaan sis\u00e4lt\u00f6\u00f6n. Tutkimuksen tarkoitus oli antaa k\u00e4yt\u00e4nn\u00f6nohjeita B2B-yrityksille, miten tuottaa asiakasl\u00e4ht\u00f6ist\u00e4 digitaalista sis\u00e4lt\u00f6\u00e4, ja edist\u00e4\u00e4 asiakasl\u00e4ht\u00f6isen sis\u00e4ll\u00f6n tutkimusta. Tuloksissa huomattiin yritysten toteuttavan monipuolisesti asiakasl\u00e4ht\u00f6ist\u00e4 sis\u00e4lt\u00f6\u00e4. Sis\u00e4lt\u00f6 ratkaisi asiakkaiden ongelmia, her\u00e4tti ajatuksia ja pohdintaa, piti asiakkaat ajan tasalla, opetti uutta, kertoi yrityksen arvoista ja esitteli yrityksen arkea. Yritykset jakoivat\nsis\u00e4lt\u00f6\u00e4, jotka sopivat jokaiselle ostoprosessin vaiheelle. Yrityksi\u00e4 tutkimalla l\u00f6ydettiin eri keinoja B2B-yrityksille toteuttaa asiakasl\u00e4ht\u00f6ist\u00e4 sis\u00e4lt\u00f6\u00e4, sek\u00e4 sis\u00e4lt\u00f6\u00e4, joihin yritysten tulisi viel\u00e4 panostaa. Aikaisemman asiakasl\u00e4ht\u00f6isen sis\u00e4ll\u00f6n tutkimuksen ulkopuolelta l\u00f6ydettyj\u00e4 sis\u00e4lt\u00f6j\u00e4 olivat mainossis\u00e4lt\u00f6, inhimillist\u00e4v\u00e4- ja tunteisiin vetoava sis\u00e4lt\u00f6, joiden asiakasl\u00e4ht\u00f6isyytt\u00e4 perusteltiin t\u00e4ss\u00e4 tutkimuksessa. Yritysten asiakasl\u00e4ht\u00f6isen sis\u00e4ll\u00f6n jakautumisesta ostoprosessiin voitiin p\u00e4\u00e4tell\u00e4 yrityksill\u00e4 olleen muita tavoitteita, kuin tietoisuuden ja asiakkaiden sitouttamisen lis\u00e4\u00e4minen. Vaihtoehtoisesti yritysten tulisi lis\u00e4t\u00e4 asiakasl\u00e4ht\u00f6ist\u00e4 sis\u00e4lt\u00f6\u00e4 n\u00e4ihin tarkoituksiin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digital content marketing has become more essential in B2B context, due to customers consuming more digital content before contacting a seller. Companies struggle to produce content that is useful and interesting to their customers. Additionally, companies don\u2019t realize the advantages of investing in digital content creation. Due to these reasons, this research examined customer-centric\ndigital content marketing, that aims to meet individual customer\u2019s needs. The study examined seven different Finnish B2B growth companies that operated in IT, and their content in social media and company websites. The study was conducted as a qualitative content analysis. By examining businesses, the aim was to find ways for companies to implement customer-centric content, and to\nfind why the content was considered customer-centric. The customer-centric content was examined in the context of a buying process, and how the content responded to the varying content of the different stages of the buying process. The aim of the study was to provide practical instructions for B2B companies to produce customer-centric digital content, and to further customer-centric\nresearch. The results showed that the companies implemented customer-centric content in different ways. The content solved customers issues, provoked thoughts, and reflection, kept the customers up to date, taught new things, talked about the company\u2019s values, and displayed daily life in the company. The companies shared content that fit all the different stages of the buying process.\nBy examining businesses, various methods for B2B companies to implement customer-centric content were discovered, and content, that still needed improving. Outside the previous customer-centric content research was found commercial-, humanizing- and emotional content, whose customer-centric features were justified in this study. From the distribution of customer-centric content within the buying process of companies, it could be concluded that these companies may have had goals other than increasing awareness and customer engagement. Alternatively, companies should concentrate more on customer-centric content for these purposes.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-10-04T05:33:22Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-10-04T05:33:22Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "70", "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": null, "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": "ostoprosessi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Asiakasl\u00e4ht\u00f6inen digitaalinen sis\u00e4lt\u00f6markkinointi 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-202310045388", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "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_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "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": "asiakasl\u00e4ht\u00f6isyys", "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": "sis\u00e4lt\u00f6", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "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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