Exploring Data Utilisation Strategies for Marketing Campaign Development Across the Omni-Channel for Small-to- Medium Sized Business-to Business Enterprises

Hayes, Órla Aileen (2022) Exploring Data Utilisation Strategies for Marketing Campaign Development Across the Omni-Channel for Small-to- Medium Sized Business-to Business Enterprises. Doctoral thesis, SETU Waterford.

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As the rate and range of data produced both online and offline continues to magnify, data’s utilisation in marketing efforts has risen in prominence in most organisations. In business-to-business (B2B) circles, data is regularly noted as an emerging area of research importance, with particular consideration for the current Big Data age. However, from a B2B small and medium-sized enterprise (SME) perspective, few studies explore data’s utility in industrial marketing. As modern B2B customer journeys feature various channels and touchpoints across the omni-channel, there is a need to reconsider the importance of data in SME B2B marketing campaign development. Omnichannel marketing (OCM) emerges as a strategic consideration in context, blending marketing efforts across platforms with data to advance B2B customer experiences throughout the customer journey. Responding to a range of calls for additional work on OCM, SME and SME B2B data use, this research offers novel insights into data’s use in SME B2B marketing efforts across the omni-channel. This exploratory study applies a qualitative interview approach to study how marketing campaigns are developed, and how data is used in marketing campaign development across the omni-channel in an SME B2B environment. Perspectives from 25 SME marketing managers from a range of B2B industries are used to investigate data utilisation in marketing campaign development in SME B2Bs. Insights are developed using an open coding approach via traditional pen and paper methods, underpinned by thematic analysis guidelines. Findings recognise that although OCM is a strategy in its infancy, its application has many potential benefits for SME B2Bs. Knowledge gained points to OCM’s intent on providing seamless experiences and interaction in line with modern B2B customer expectations for integration across the customer journey. Findings also recognise the importance of data in enhancing B2B OCM campaign efforts in SMEs. Underpinned by social network theory and based on insights gleaned from fieldwork, an SME social media data visualisation tool is presented, the first of its kind in this sphere.

Item Type: Thesis (Doctoral)
Uncontrolled Keywords: Data Utilisation Strategies, Marketing, Small-to- Medium Sized Business
Departments or Groups: *NONE OF THESE*
Divisions: School of Business > Department of Management and Organization
Depositing User: Derek Langford
Date Deposited: 14 Sep 2022 14:18
Last Modified: 14 Sep 2022 14:18
URI: https://repository.wit.ie/id/eprint/3538

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