STOKLASA, Michal and Filip ŠTROCH. METHODS FOR CREATING PERSONALIZED MARKETING. Online. In Conference Proceedings from International Scientific Conference 7th - 8th November 2017. Smolenice: Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, Slovakia, 2017, p. 434-439. ISBN 978-80-8105-918-6.
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Basic information
Original name METHODS FOR CREATING PERSONALIZED MARKETING
Authors STOKLASA, Michal (203 Czech Republic, belonging to the institution) and Filip ŠTROCH (203 Czech Republic, belonging to the institution).
Edition Smolenice, Conference Proceedings from International Scientific Conference 7th - 8th November 2017, p. 434-439, 6 pp. 2017.
Publisher Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, Slovakia
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
RIV identification code RIV/47813059:19520/17:00011022
Organization unit School of Business Administration in Karvina
ISBN 978-80-8105-918-6
Keywords in English A/B testing; B2B; Content marketing; Marketing automation; Personalization
Changed by Changed by: RNDr. Daniel Jakubík, učo 139797. Changed: 7/2/2020 10:58.
Abstract
To improve sales performance in B2B online marketing communication, we often use marketing channels such as e-mail. Therefore, it is required to develop effective campaigns to promote the product and secure the purchase transactions. The aim of the article is to document the use of personalized marketing content in B2B online communication and point out the best practices. The aim will be achieved through theoretical debate, methodology, research results and discussion. Theoretical debate will focus on content marketing, especially on B2B, marketing automation and its tools. Our research approach to content marketing personalization is through the use of A/B testing, such as wording effectiveness between the several industries to make the campaign visitors visit website where they can make a purchase. Through the use of marketing automation tools we were able to gather data from thousands of recipients and figure out the best practices. Such findings provide deeper insights into the use of those tools for personalized marketing content and their impact on sales performance. Brand loyalty. Consumer engagement. Facebook. Social media. Social networks
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