The future of B2b it marketing: effects of the Covid-19 pandemic on market developments and critical success factors
Autor(a) principal: | |
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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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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 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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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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