The perspective of potential corporate customers on marketing content of an Enterprise Resource Planning (ERP) system : Case: Company X
Meriläinen, Waltteri (2021)
Meriläinen, Waltteri
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021061215831
https://urn.fi/URN:NBN:fi:amk-2021061215831
Tiivistelmä
As the world is continuously shifting onwards in technological context, companies have to update their operations constantly. Content marketing is no exception. Companies are required to provide captivating marketing content for target audiences in order to reach
competitive advantage. The objective of the research was to gain insights about what marketing content potential customers perceive interesting in Enterprise Resource Planning (ERP) systems, and to provide those insights for the assigning company with the intention of improving their marketing content. The research approach was quantitative, and the primary data was collected through phone calls and an online survey. The research was conducted in B2B environment. In total there were 91 respondents from different demographics, which in this con text are three company industries, company sizes in terms of annual revenue, and respondents age groups.
The results revealed that user friendliness and an overall usability of the product is important and should be highlighted in marketing content. Informed by the findings, the author created multiple content marketing suggestions for the case company. Furthermore, minor differences were discovered between the company industries.
Recommendations for improving marketing content based on the results of the research
were provided for the case company, along with suggestions for further research and development of the topic. These include conducting an in-depth qualitative study in order to develop a complete understanding of attractive marketing content about Enterprise Resource Planning systems.
competitive advantage. The objective of the research was to gain insights about what marketing content potential customers perceive interesting in Enterprise Resource Planning (ERP) systems, and to provide those insights for the assigning company with the intention of improving their marketing content. The research approach was quantitative, and the primary data was collected through phone calls and an online survey. The research was conducted in B2B environment. In total there were 91 respondents from different demographics, which in this con text are three company industries, company sizes in terms of annual revenue, and respondents age groups.
The results revealed that user friendliness and an overall usability of the product is important and should be highlighted in marketing content. Informed by the findings, the author created multiple content marketing suggestions for the case company. Furthermore, minor differences were discovered between the company industries.
Recommendations for improving marketing content based on the results of the research
were provided for the case company, along with suggestions for further research and development of the topic. These include conducting an in-depth qualitative study in order to develop a complete understanding of attractive marketing content about Enterprise Resource Planning systems.