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Measuring preparedness of web communication for a positive digital experience of international prospects right at the beginning of the customer journey: Survey results

dc.contributor.authorHeger, Roland
dc.contributor.editorRossmann, Alexander
dc.contributor.editorZimmermann, Alfred
dc.date.accessioned2017-06-08T07:25:16Z
dc.date.available2017-06-08T07:25:16Z
dc.date.issued2017
dc.description.abstractIn an exploratory study about online communication of large and medium-sized B2B companies from the German state of Baden-Württemberg, their message content communicated via websites, and their websites' appeal for international prospects, has been analyzed. It revealed many basic content items absent, making the site less attractive for further exploration, and difficult for international prospects to enter into a dialog, become leads, and possible customers. The subsequent survey elicited organizational backgrounds, available resources, and objectives for online communication. It could trace deficiencies back to a lack of understanding of the impor¬tance of digital communication for lead generation, and the customer journey in general, absence of a communication strategy, lack of urgency, and lack of resources to implement desired changes and additions to communication content.
dc.identifier.isbn978-3-88579-666-4
dc.identifier.pissn1617-5468
dc.language.isoen
dc.publisherGesellschaft für Informatik, Bonn
dc.relation.ispartofDigital Enterprise Computing (DEC 2017)
dc.relation.ispartofseriesLecture Notes in Informatics (LNI) - Proceedings, Volume P-272
dc.subjectWeb Communication
dc.subjectWebsite
dc.subjectDigital Communication
dc.subjectB2B
dc.subjectDigital Experience
dc.subjectLead Generation
dc.subjectCustomer Journey
dc.subjectInternational Prospects
dc.subjectQuantitative Content Analysis
dc.subjectMachine-Building Industry
dc.subjectBaden-Württemberg
dc.subjectLarge and Medium-Sized Companies
dc.subjectMessage Content
dc.titleMeasuring preparedness of web communication for a positive digital experience of international prospects right at the beginning of the customer journey: Survey results
gi.citation.endPage170
gi.citation.startPage159
gi.conference.dateJuly 11-12, 2017
gi.conference.locationBöblingen

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