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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

  • 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.

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Author of HS ReutlingenHeger, Roland
Erschienen in:Digital Enterprise Computing (DEC 2017) : July 11 - 12, 2017, Böblingen, Germany. - (Lecture notes in informatics (LNI) - proceedings ; volume P-272)
Publisher:Gesellschaft für Informatik e.V
Place of publication:Bonn
Editor:Alexander RossmannORCiD
Document Type:Conference proceeding
Publication year:2017
B2B; customer journey; digital communication; digital experience; international prospects; large and medium-sized companies; lead generation; machine-building industry; message content; quantitative content analysis; web communication; website
Page Number:12
First Page:159
Last Page:170
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:330 Wirtschaft
Open access?:Ja
Licence (German):License Logo  Open Access