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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Eloranta, Eetu", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-02-01T07:04:38Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-02-01T07:04:38Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/93190", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Yritysten ostoprossien siirtyess\u00e4 yh\u00e4 vahvemmin verkkoon, on personoitu digitaalinen sis\u00e4lt\u00f6 ja verkkosivun personointi merkitt\u00e4v\u00e4ss\u00e4 roolissa nykyaikaisessa digitaalisessa markkinoinnissa yritysasiakkaille. Nykyaikaiset B2B-sektorilla toimivat yritykset eiv\u00e4t en\u00e4\u00e4 viestinn\u00e4llisesti pyri tavoittamaan mahdollisimman laajaa kohderyhm\u00e4\u00e4. Sen sijaan ne pyrkiv\u00e4t ymm\u00e4rt\u00e4m\u00e4\u00e4n yritysostajien motiiveja ja ongelmia ostoprosessin aikana ja pyrkiv\u00e4t tuottamaan personoidumpaa sis\u00e4lt\u00f6\u00e4 ostajan tarpeiden mukaisesti. T\u00e4h\u00e4n tavoitteeseen p\u00e4\u00e4st\u00e4kseen on hy\u00f6dynnetty ostajapersoonien m\u00e4\u00e4ritt\u00e4mist\u00e4 ty\u00f6kaluna, jolloin perinteisest\u00e4 segmentoinnista poiketen pyrit\u00e4\u00e4n aidosti ymm\u00e4rt\u00e4m\u00e4\u00e4n yritysostajan motiiveja ja juurisyit\u00e4 siihen miksi asiakas ostaa, pelkkien demografisten, psykografisten tai maantieteellisten tekij\u00f6iden sijaan. Digitaalista sis\u00e4ll\u00f6ntuotantoa personoidaan ostajan tarpeiden mukaan ja verkkosivulla pyrit\u00e4\u00e4n vastaamaan niihin ongelmiin, joiden kanssa asiakkaat kamppailee. Ostajapersoonat ja personoitu digitaalinen sis\u00e4ll\u00f6ntuotanto on kuitenkin akateemisessa tutkimuksessa varsin tutkimaton aihealue. Sek\u00e4 tietoj\u00e4rjestelm\u00e4tieteen, ett\u00e4 markkinoinnin akateemisesta tutkimuksesta puuttuu kokonaisvaltainen koonti siit\u00e4 millaisia haasteita ostajapersoonien muodostamiseen ja sen hy\u00f6dynt\u00e4miseen liittyy, sek\u00e4 millaisia hy\u00f6tyj\u00e4 ostajapersoonien muodostamisella sek\u00e4 digitaalisen sis\u00e4ll\u00f6n ja verkkosivun personoinnilla saavutetaan ja miten sis\u00e4ll\u00f6n personointi kannattaisi toteuttaa B2B-sektorilla. Akateemisesta tutkimuksesta ei ole my\u00f6sk\u00e4\u00e4n selv\u00e4\u00e4 konsensusta siit\u00e4, miten ostajapersoonia muodostetaan. T\u00e4ss\u00e4 tutkimuksessa pyrin ensin kirjallisuuskatsauksen avulla selvitt\u00e4m\u00e4\u00e4n miten ostajapersoonia luodaan, t\u00e4m\u00e4n j\u00e4lkeen selvit\u00e4n miten B2B-sektorin yritykset voivat hy\u00f6dynt\u00e4\u00e4 ostajapersoonia ja personoitua digitaalista sis\u00e4ll\u00f6ntuotantoa osana digitaalista sis\u00e4ll\u00f6ntuotantoa. T\u00e4m\u00e4n j\u00e4lkeen toteutan laadullisen haastattelututkimuksen, jossa case-yrityst\u00e4 ja markkinoinnin ammattilaisia haastattelemalla tutkimme ilmi\u00f6t\u00e4 tarkemmin yksitt\u00e4isen yrityksen kontekstissa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "As the purchasing processes of companies move more and more to the online environment, personalized digital content and website personalization plays a significant role in modern digital marketing for business customers. Modern companies operating in the B2B-sector no longer aim to reach the widest possible target group in terms of communication, but often try to understand the motives and problems of business buyers during the purchase process and aim to produce more personalized content in accordance with the buyer's needs. To reach this goal, buyer personas have been used as a tool, where, in contrast to traditional segmentation, the aim is to truly understand the motives of the business buyer and the root causes of why the customer buys, instead of just demographic, psychographic, or geographic factors. Digital content creation is often personalized according to the buyer's needs, and the website aims to answer the problems that customers struggle with. Buyer personas and personalized digital content creation is, however, a rather unexplored subject area in academic research. Academic research in both information systems science and marketing lacks a comprehensive summary of what kind of challenges are involved in forming buyer personas and their utilization, as well as what benefits are achieved by forming buyer personas and personalizing digital content and websites, and how content personalization should be implemented in the B2B-sector. There is also no clear consensus from academic research on how to form a buyer persona. In this study, we first aim to find out with the help of a literature review how buyer personas are created, how companies in the B2B-sector can utilize buyer personas and personalized digital content as part of digital content creation. After this, we carried out a qualitative interview study, whereby interviewing the case company and marketing professionals we investigate the phenomenon in more detail in the context of an individual company.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2024-02-01T07:04:38Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-02-01T07:04:38Z (GMT). No. of bitstreams: 0\n Previous issue date: 2024", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "63", "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": "ostajapersoonat", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "digitaalinen sis\u00e4lt\u00f6markkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "B2B-ostaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "digitaalinen sis\u00e4ll\u00f6ntuotanto", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Ostajapersoonien ja personoidun sis\u00e4ll\u00f6ntuotannon hy\u00f6dynt\u00e4minen digitaalisessa sis\u00e4ll\u00f6ntuotannossa B2B-sektorilla", "language": null, "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-202402011701", "language": null, "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": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "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": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "personointi", "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.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"}]
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