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


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

Preliminary JUFO rating: 2

Last updated on 2022-25-08 at 09:03