B2B Content Marketing and Buyer Stage. How to Engage Website Visitors with Appropriate Content
Kim-Cheyenne Greiner
Broschiertes Buch

B2B Content Marketing and Buyer Stage. How to Engage Website Visitors with Appropriate Content

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Master's Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,2, Zurich University of Applied Sciences, language: English, abstract: This Master's thesis explores whether there are content stimuli that are best suited to a specific stage of the customers' buying cycle. In other words, is there a connection between the engagement of website visitors and their current stage within the buying cycle? To study this relationship, an external webpage of IBM and its sub-pages are used to analyze webpage visitors' click and scroll behavior and t...