Digital content marketing on social media along the B2B customer journey : the effect of timely content delivery on customer engagement

Salonen, Anna; Mero, Joel; Munnukka, Juha; Zimmer, Marcus; Karjaluoto, Heikki

doi:10.1016/j.indmarman.2024.02.002

Please use this identifier to cite or link to this item: https://doi.org/10.21256/zhaw-30635

Publication type:	Article in scientific journal
Type of review:	Peer review (publication)
Title:	Digital content marketing on social media along the B2B customer journey : the effect of timely content delivery on customer engagement
Authors:	Salonen, Anna Mero, Joel Munnukka, Juha Zimmer, Marcus Karjaluoto, Heikki
et. al:	No
DOI:	10.1016/j.indmarman.2024.02.002 10.21256/zhaw-30635
Published in:	Industrial Marketing Management
Volume(Issue):	2024
Issue:	118
Page(s):	12
Pages to:	26
Issue Date:	10-Feb-2024
Publisher / Ed. Institution:	Elsevier
ISSN:	0019-8501 1873-2062
Language:	English
Subjects:	Business-to-business; Customer journey; Digital marketing; Experiment; Digital content marketing; Social media content types
Subject (DDC):	658.8: Marketing management
Abstract:	This study demonstrates the importance of content timeliness as a driver of engagement in business markets. Through an experimental approach, we show that if the customer is exposed to firm-generated content that he or she deems relevant in a particular journey stage, this leads to higher customer engagement with the selling firm and the content that it generates. We contribute to extant understanding of digital content marketing research in a B2B context by demonstrating that there are no universally correct sequences for presenting content to customers at different stages of the customer journey in order to systematically increase engagement. Instead, the findings suggest that the types of content customers prefer to see in different journey stages varies between individuals. For managers hoping to benefit from digital content marketing, we advocate further investments into technologies that improve the selling firm's ability to target content based on the customer's idiosyncratic use needs at different journey stages.
URI:	https://digitalcollection.zhaw.ch/handle/11475/30635
Fulltext version:	Published version
License (according to publishing contract):	CC BY 4.0: Attribution 4.0 International
Departement:	School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM)
Appears in collections:	Publikationen School of Management and Law

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Salonen, A., Mero, J., Munnukka, J., Zimmer, M., & Karjaluoto, H. (2024). Digital content marketing on social media along the B2B customer journey : the effect of timely content delivery on customer engagement. Industrial Marketing Management, 2024(118), 12–26. https://doi.org/10.1016/j.indmarman.2024.02.002

Salonen, A. et al. (2024) ‘Digital content marketing on social media along the B2B customer journey : the effect of timely content delivery on customer engagement’, Industrial Marketing Management, 2024(118), pp. 12–26. Available at: https://doi.org/10.1016/j.indmarman.2024.02.002.

A. Salonen, J. Mero, J. Munnukka, M. Zimmer, and H. Karjaluoto, “Digital content marketing on social media along the B2B customer journey : the effect of timely content delivery on customer engagement,” Industrial Marketing Management, vol. 2024, no. 118, pp. 12–26, Feb. 2024, doi: 10.1016/j.indmarman.2024.02.002.

SALONEN, Anna, Joel MERO, Juha MUNNUKKA, Marcus ZIMMER und Heikki KARJALUOTO, 2024. Digital content marketing on social media along the B2B customer journey : the effect of timely content delivery on customer engagement. Industrial Marketing Management. 10 Februar 2024. Bd. 2024, Nr. 118, S. 12–26. DOI 10.1016/j.indmarman.2024.02.002

Salonen, Anna, Joel Mero, Juha Munnukka, Marcus Zimmer, and Heikki Karjaluoto. 2024. “Digital Content Marketing on Social Media along the B2B Customer Journey : The Effect of Timely Content Delivery on Customer Engagement.” Industrial Marketing Management 2024 (118): 12–26. https://doi.org/10.1016/j.indmarman.2024.02.002.

Salonen, Anna, et al. “Digital Content Marketing on Social Media along the B2B Customer Journey : The Effect of Timely Content Delivery on Customer Engagement.” Industrial Marketing Management, vol. 2024, no. 118, Feb. 2024, pp. 12–26, https://doi.org/10.1016/j.indmarman.2024.02.002.