Ein theoriebasierter Ansatz zur Erlangung von Exzellenz im Omnichannel-Vertrieb

Westermann, Arne; Wirtz, Vanessa; Zimmermann, Rebecca

doi:10.1007/978-3-658-20182-1_2

Cited by 9 publications

(2 citation statements)

References 28 publications

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“…This means the content should be generated for a specific touchpoint of the viewer in the customer journey. The customer may need different information during the awareness phase compared to the actual purchase or service and post-purchase phase (Kreutzer, 2021;Westermann et al, 2018).…”

Section: A "Video Success Thinking" Frameworkmentioning

confidence: 99%

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Using YouTube to Connect and Educate Individuals in the Chemical Industry

Klein¹

2022

IJTES

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In the chemical industry, a new generation of decision-makers is emerging in the next 5 to 10 years with a higher affinity for the use of videos to find information and to connect with other individuals. Through the digital transformation, an “on-demand” culture has become usual. As individuals want to access information at any time, B2B companies need to transform to video-based infrastructures enabling them to build effective relationships through connecting their employees with the new decision-makers of the industry. The speciality chemicals business is characterized by a high level of innovations which is seen as an excellent source to create video content aiming to connect individuals and to change social communication patterns. The current academic literature indicates the advantages of using YouTube in B2B, but a specific framework describing how to embed YouTube in the customer journey to improve B2B social communication and to achieve better social connections between B2B individuals is missing. Using an adopted content analysis, this paper developed a framework for YouTube-based activities combining the four major elements, Content, Touchpoint, Usage and Stimulus, in an interrelated setup.

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Section: A "Video Success Thinking" Frameworkmentioning

confidence: 99%

“…The purchase phase includes all the transactions that are part of the actual sales process such as paying, buying or shipment. In the last post-purchase phase, transactions such as claims, returns or after-sales services are included (Kreutzer, 2021;Westermann et al, 2018). The customers' touchpoints can be offline (traditionally) or online.…”

mentioning

confidence: 99%