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[{"key": "dc.contributor.advisor", "value": "Taipalus, Toni", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Haverila, Santeri", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-03-08T06:58:28Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-03-08T06:58:28Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/93851", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitalisaatio on tuonut paljon muutoksia yhteiskuntaan ja siin\u00e4 samalla vaikuttanut my\u00f6s markkinoinnin toimiin. Digitaalinen markkinointi on ottanut suurimman harppauksen Business-to-Consumer (B2C) yrityksiss\u00e4, mutta muutos on j\u00e4\u00e4nyt hieman v\u00e4h\u00e4isemm\u00e4ksi Business-to-Business (B2B) sektorilla. B2B-toimijat ovat kuitenkin viimevuosina ottaneet suuntaa kohti nykymaailman markkinointia, eli digitaalista markkinointia. T\u00e4ss\u00e4 kandidaatintutkielmassa tutkittiin digitaalisen markkinoinnin merkityst\u00e4 B2B-yrityksiss\u00e4, sek\u00e4 millaisilla ty\u00f6kaluilla n\u00e4ihin hy\u00f6tyihin p\u00e4\u00e4st\u00e4\u00e4n. Kandidaatintutkielma toteutettiin kuvailevana kirjallisuuskatkauksena. Tutkielmassa ilmeni, ett\u00e4 digitaalisesta markkinoinnista on paljon hy\u00f6ty\u00e4 B2B-yritykselle. Esimerkkin\u00e4 br\u00e4nditunnettavuus, asiakkaiden sitoutuneisuus, uusien asiakkaiden hankinta, sek\u00e4 vanhojen asiakassuhteiden parantaminen. T\u00e4m\u00e4n saavuttamiseksi B2B-yritys k\u00e4ytt\u00e4\u00e4 digitaalisen markkinoinnin ty\u00f6kaluja, kuten hakukonemarkkinointi, sosiaalisen median markkinointi, s\u00e4hk\u00f6postimarkkinointi, sek\u00e4 sis\u00e4lt\u00f6markkinointi. Tutkimuksessa havaittiin, ett\u00e4 digitaalisen markkinoinnin tekniikat ovat my\u00f6s huomattavasti halvempia, kuin tyypillisen markkinoinnin elementit, kuten radio tai lehtimainonta. Digitaalisen markkinoinnin ty\u00f6kalut tuovat my\u00f6s muita etuja, kuten sen helppo mitattavuus. Usea eri sosiaalisen median kanava antaa suoraan lukuja, kuten kuinka moni on n\u00e4hnyt mainoksen tai miten paljon mainosta on avattu. Digitaalisen markkinoinnin ei tule korvata tyypillist\u00e4 markkinointia, vaan niiden on toimittava rintarinnan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitalization has brought significant changes in society, thereby impacting marketing strategies as well. While digital marketing has taken a significant leap in Business-To-Consumer (B2C) companies, the shift has been somewhat less pronounced in the Business-To-Business (B2B) sector. However, B2B entities have been increasingly gravitating towards modern marketing practices, specifically digital marketing, in recent years. This bachelor's thesis investigated the significance of digital marketing in B2B companies and the tools instrumental in achieving its benefits. The thesis was conducted through a literature review, revealing that digital marketing holds substantial advantages for B2B firms. Examples include brand awareness, customer engagement, acquisition of new clients, and the improvement of existing customer relationships. To attain these, B2B enterprises employ digital marketing tools such as search engine marketing, social media marketing, email marketing, and content marketing. The study found that digital marketing techniques are notably more cost-effective than traditional marketing elements like radio or print advertising. Furthermore, digital marketing tools offer other advantages, such as easy measurability. Various social media platforms provide direct metrics, indicating how many individuals have seen an ad or how much engagement it has received. Digital marketing should not replace traditional marketing but rather work alongside it in tandem.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2024-03-08T06:58:28Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-03-08T06:58:28Z (GMT). No. of bitstreams: 0\n Previous issue date: 2024", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "27", "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.title", "value": "Digitaalisen markkinoinnin merkitys B2B-yrityksiss\u00e4", "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-202403082314", "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": "yritysmarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "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": "liiketoiminta", "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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