Improving customer experience through utilization of the digital marketing ecosystem
Pitkänen, Tuomas (2019-04-02)
Improving customer experience through utilization of the digital marketing ecosystem
(02.04.2019)
Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.
avoin
Julkaisun pysyvä osoite on:
https://urn.fi/URN:NBN:fi-fe2019041812836
https://urn.fi/URN:NBN:fi-fe2019041812836
Tiivistelmä
The purpose of this study is to explore and identify those marketing activities in digital marketing ecosystems that have an effect on the customer experience. There is a research gap on how digital marketing ecosystems affect the customer experience in B2B context. The aim of this study is to create a framework that highlights the connections between functions of digital marketing ecosystem and improving of customer experience. These connections will be useful for marketers who decide on which marketing tools they need to invest in when they want to focus on customer experience.
Digital marketing ecosystems were found to offer several business benefits. These benefits include elements such as marketing automation, improved collaboration between sales and marketing, reduced costs and increased efficiency and profits, and improved customer experience.
The research purpose was explored with a qualitative research method. Expert interviews were conducted to gain insights of the digital marketing ecosystems and customer experience, and a connection between the phenomena was found. The ecosystem improves customer experience through building trust, helping with communication and improving the usability and interactivity. Thorough knowledge of the customer allows the company to properly target and personalize content for their customers automatically. This increases the relevance for the customer, which in turn improves their customer experience.
Companies do realize the benefits and even the connection between digital marketing ecosystems and customer experience, but they were not able to fully capitalize on the systems just yet due to lack of organizational resources. The systems in the digital marketing ecosystems are capable of much more than what is currently done, and they will keep improving the effectiveness of marketing in the future. One of the shortcomings was the need for high volume of high quality content for proper targeting and lead nurturing.
Digital marketing ecosystems were found to offer several business benefits. These benefits include elements such as marketing automation, improved collaboration between sales and marketing, reduced costs and increased efficiency and profits, and improved customer experience.
The research purpose was explored with a qualitative research method. Expert interviews were conducted to gain insights of the digital marketing ecosystems and customer experience, and a connection between the phenomena was found. The ecosystem improves customer experience through building trust, helping with communication and improving the usability and interactivity. Thorough knowledge of the customer allows the company to properly target and personalize content for their customers automatically. This increases the relevance for the customer, which in turn improves their customer experience.
Companies do realize the benefits and even the connection between digital marketing ecosystems and customer experience, but they were not able to fully capitalize on the systems just yet due to lack of organizational resources. The systems in the digital marketing ecosystems are capable of much more than what is currently done, and they will keep improving the effectiveness of marketing in the future. One of the shortcomings was the need for high volume of high quality content for proper targeting and lead nurturing.