The future of B2b it marketing: effects of the Covid-19 pandemic on market developments and critical success factors

Detalhes bibliográficos
Autor(a) principal: Lang, Franziska Luise
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/144876
Resumo: The present study examines the future of business-to-business (B2B)IT-marketing in post-pandemic times. It does so through validating the previous effects of the COVID-19 pandemic on the specific market developments and critical success factors going forward. As such, qualitative analysis was conducted through semi-structured interviews with industry experts. The objective aimed to understand previous market changes within B2B IT-marketing, evaluate post-Covid developments and provide viable marketing recommendations. The findings predict an acceleration of online marketing trends and a shift of buyer-preferences towards self-service information seeking. There fore, companies must utilize social-media marketing and invest in substitutions for in-person-events, amongst other activities.
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spelling The future of B2b it marketing: effects of the Covid-19 pandemic on market developments and critical success factorsDigital businessDigital innovationTechnology strategyCovid-19 pandemicB2b it marketingCritical success factorsSoftware companiesDigital marketing strategyDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe present study examines the future of business-to-business (B2B)IT-marketing in post-pandemic times. It does so through validating the previous effects of the COVID-19 pandemic on the specific market developments and critical success factors going forward. As such, qualitative analysis was conducted through semi-structured interviews with industry experts. The objective aimed to understand previous market changes within B2B IT-marketing, evaluate post-Covid developments and provide viable marketing recommendations. The findings predict an acceleration of online marketing trends and a shift of buyer-preferences towards self-service information seeking. There fore, companies must utilize social-media marketing and invest in substitutions for in-person-events, amongst other activities.Castro, João Nuno Lopes deRUNLang, Franziska Luise2022-10-21T08:35:43Z2022-01-212021-12-152022-01-21T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/144876TID:203063619enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:24:51Zoai:run.unl.pt:10362/144876Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:51:47.761782Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The future of B2b it marketing: effects of the Covid-19 pandemic on market developments and critical success factors
title The future of B2b it marketing: effects of the Covid-19 pandemic on market developments and critical success factors
spellingShingle The future of B2b it marketing: effects of the Covid-19 pandemic on market developments and critical success factors
Lang, Franziska Luise
Digital business
Digital innovation
Technology strategy
Covid-19 pandemic
B2b it marketing
Critical success factors
Software companies
Digital marketing strategy
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The future of B2b it marketing: effects of the Covid-19 pandemic on market developments and critical success factors
title_full The future of B2b it marketing: effects of the Covid-19 pandemic on market developments and critical success factors
title_fullStr The future of B2b it marketing: effects of the Covid-19 pandemic on market developments and critical success factors
title_full_unstemmed The future of B2b it marketing: effects of the Covid-19 pandemic on market developments and critical success factors
title_sort The future of B2b it marketing: effects of the Covid-19 pandemic on market developments and critical success factors
author Lang, Franziska Luise
author_facet Lang, Franziska Luise
author_role author
dc.contributor.none.fl_str_mv Castro, João Nuno Lopes de
RUN
dc.contributor.author.fl_str_mv Lang, Franziska Luise
dc.subject.por.fl_str_mv Digital business
Digital innovation
Technology strategy
Covid-19 pandemic
B2b it marketing
Critical success factors
Software companies
Digital marketing strategy
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Digital business
Digital innovation
Technology strategy
Covid-19 pandemic
B2b it marketing
Critical success factors
Software companies
Digital marketing strategy
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The present study examines the future of business-to-business (B2B)IT-marketing in post-pandemic times. It does so through validating the previous effects of the COVID-19 pandemic on the specific market developments and critical success factors going forward. As such, qualitative analysis was conducted through semi-structured interviews with industry experts. The objective aimed to understand previous market changes within B2B IT-marketing, evaluate post-Covid developments and provide viable marketing recommendations. The findings predict an acceleration of online marketing trends and a shift of buyer-preferences towards self-service information seeking. There fore, companies must utilize social-media marketing and invest in substitutions for in-person-events, amongst other activities.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-15
2022-10-21T08:35:43Z
2022-01-21
2022-01-21T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/144876
TID:203063619
url http://hdl.handle.net/10362/144876
identifier_str_mv TID:203063619
dc.language.iso.fl_str_mv eng
language eng
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eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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