In Pursuit of a Scalable Channel Optimization in B2B

Eric Siegel () and Uli Schneider ()
Additional contact information
Eric Siegel: Infineon Technologies AG
Uli Schneider: Infineon Technologies AG

A chapter in Digital Marketing in the Automotive Electronics Industry, 2023, pp 171-188 from Springer

Abstract: Abstract Many companies have a high desire to remain competitive and jumped on the bandwagon of “digital marketing” in hopes of capitalizing on the ever-present cyber gold rush of the modern era. However, they often fail to take the time to truly reflect on whether they are ready or fully understand what it means to make a successful digital transformation in sales and marketing. Commonly, these transformations require significant effort and are not as simple as just using social media channels, as many people may think based on their personal experiences. To effectively succeed in a digital transformation for sales and marketing, a thorough end-to-end planning of the customer journey as well as the planning and coordination of all marketing activities that can be used to promote and sell your products and services across all available channels is necessary. This chapter will guide the reader through the necessary steps of the customer journey, segmentation, and campaign flow designs, while also addressing the relevant change management aspects that are required to configure marketing activities in the channels within a digital customer engagement campaign.

Keywords: Channel optimization; Engagement marketing strategy; Customer centricity; Digital marketing content; Digital customer journeys (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-30720-1_10

Ordering information: This item can be ordered from
http://www.springer.com/9783031307201

DOI: 10.1007/978-3-031-30720-1_10

Access Statistics for this chapter

More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().