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.
| Author of HS Reutlingen | Heger, Roland |
|---|---|
| URN: | urn:nbn:de:bsz:rt2-opus4-14272 |
| Handle: | https://dl.gi.de/handle/20.500.12116/113 |
| ISBN: | 978-3-88579-666-4 |
| 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 |
| Place of publication: | Bonn |
| Editor: | Alexander RossmannORCiD |
| Document Type: | Conference proceeding |
| Language: | English |
| Publication year: | 2017 |
| Tag: | Baden-Württemberg 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): |  Open Access |
