A1 Journal article (refereed)
Digital content marketing in business markets : Activities, consequences, and contingencies along the customer journey (2022)
Terho, H., Mero, J., Siutla, L., & Jaakkola, E. (2022). Digital content marketing in business markets : Activities, consequences, and contingencies along the customer journey. Industrial Marketing Management, 105, 294-310. https://doi.org/10.1016/j.indmarman.2022.06.006
JYU authors or editors
Publication details
All authors or editors: Terho, Harri; Mero, Joel; Siutla, Lotta; Jaakkola, Elina
Journal or series: Industrial Marketing Management
ISSN: 0019-8501
eISSN: 1873-2062
Publication year: 2022
Volume: 105
Pages range: 294-310
Publisher: Elsevier
Publication country: United States
Publication language: English
DOI: https://doi.org/10.1016/j.indmarman.2022.06.006
Publication open access: Openly available
Publication channel open access: Partially open access channel
Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/82810
Abstract
Fundamental shifts in business-to-business (B2B) buying behavior make digital content marketing (DCM) a strategic priority for vendors, though firms struggle to achieve its full potential, as a customer-centric marketing approach. To address important knowledge gaps in extant research, this study identifies key activities for realizing customer-centric DCM in B2B markets and key contingencies that influence its performance outcomes. A theories-in-use approach, building on 56 interviews with managers at 36 B2B companies that have invested heavily in DCM, advances current literature by developing an activity-based conceptualization, grounded in relevant marketing research streams (customer engagement, customer journey and marketing technology literature). The authors also empirically derive propositions about the key contingencies of DCM performance. This conceptualization and the related contingencies provide an actionable roadmap for effective implementation of DCM for managers in business markets.
Keywords: digital marketing; customer experience; customer service; customers; customer relationship management; marketing planning; marketing communication
Free keywords: digital content marketing; customer centricity; customer journeys; customer engagement; theories-in-use approach; conceptualization
Contributing organizations
Ministry reporting: Yes
Reporting Year: 2022
JUFO rating: 2
