TY - CHAP U1 - Konferenzveröffentlichung A1 - Heger, Roland ED - Rossmann, Alexander T1 - Measuring preparedness of web communication for a positive digital experience of international prospects right at the beginning of the customer journey : survey results T2 - Digital Enterprise Computing (DEC 2017) : July 11 - 12, 2017, Böblingen, Germany. - (Lecture notes in informatics (LNI) - proceedings ; volume P-272) N2 - In 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 or 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 importance 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. KW - web communication KW - website KW - digital communication KW - B2B KW - digital experience KW - lead generation KW - customer journey KW - international prospects KW - quantitative content analysis KW - machine-building industry KW - Baden-Württemberg KW - large and medium-sized companies KW - message content Y1 - 2017 U6 - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-14272 UN - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-14272 SN - 978-3-88579-666-4 SB - 978-3-88579-666-4 SP - 159 EP - 170 S1 - 12 PB - Gesellschaft für Informatik CY - Bonn ER -