B2B Content Marketing and Buyer Stage. How to Engage Website Visitors with Appropriate Content (eBook, PDF)

B2B Content Marketing and Buyer Stage. How to Engage Website Visitors with Appropriate Content (eBook, PDF)

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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...

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