METHODS FOR CREATING PERSONALIZED MARKETING

@inproceedings{36022,
   author = {Stoklasa, Michal and Štroch, Filip},
   address = {Smolenice},
   booktitle = {Conference Proceedings from International Scientific Conference 7th - 8th November 2017},
   keywords = {A/B testing; B2B; Content marketing; Marketing automation; Personalization},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Smolenice},
   isbn = {978-80-8105-918-6},
   pages = {434-439},
   publisher = {Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, Slovakia},
   title = {METHODS FOR CREATING PERSONALIZED MARKETING},
   year = {2017}
}

TY  - JOUR
ID  - 36022
AU  - Stoklasa, Michal - Štroch, Filip
PY  - 2017
TI  - METHODS FOR CREATING PERSONALIZED MARKETING
PB  - Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, Slovakia
CY  - Smolenice
SN  - 9788081059186
KW  - A/B testing
KW  - B2B
KW  - Content marketing
KW  - Marketing automation
KW  - Personalization
N2  - 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
ER  - 

STOKLASA, Michal a Filip ŠTROCH. METHODS FOR CREATING PERSONALIZED MARKETING. Online. In \textit{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, s.~434-439. ISBN~978-80-8105-918-6.