Suomalainen pyhä sota ja sen nunnat

Kirjallisuusarvostelu

Yvonne, Prinzessin von Burgund

Kantaesitys 15.9.1973.

What is behind the OpenDOAR? New Development and Community Benefits

Presentation at Open Repositories 2014, Helsinki, Finland, June 9-13, 2014

Kirjoituksia iäkkäiden ihmisten asumisesta

Kirjallisuusarvostelu

Kuluttajakansalainen syntyy yhteisössä

Teema: Kansalainen kulutusmarkkinoilla - puheenvuoroja kuluttajakansalaisuudesta.

Iloinen talo? - lähikuvassa Väestörekisterikeskuksen logo

Tutkimuksessa lähiluetaan Väestörekisterikeskuksen logoa. Tutkimussuuntia on kolme: verrattuna Väestörekisterikeskuksen edelliseen logoon, Roland Barthesin myytti- sekä studium ja punctum -teorioiden pohjalta tarkasteltuna sekä VRK:n viestintä- ja markkinointitiimin haastattelun kautta pohdittuna. Tutkimuksen tärkeimmät lähdeteokset ovat Roland Barthesin Mytologioita ja Valoisa huone. Tutkimustulosten perusteella logoon on onnistuneesti koodattu Väestörekisterikeskuksen perustehtävä eli Väestötietojärjestelmä. Logon kolme avintekijää ovat sininen väri, talo ja kasvot. Sen monitulkintainen luonne kuitenkin mahdollistaa logoa luettavan toisin kuin on tarkoitettu. Tutkimuksen perusteella ehdotan Väestörekisterikeskuksen väelle sisäistä koulutusta logon sisältöä koskien. Logon vaihtamiseen en näe tutkimuksen perusteella syytä, sillä logo on toimiva ja kestää aikaa

MARKETING COMMUNICATIONS IN B2B COMPANIES – The Roles of Marketing Communication Tools in the Digital Age

Marketing communications has gone through significant changes during the last decades and new online tools have been leading this change for the last decade. Now, in the digital age, if wanting to be successful companies need to experiment new things and seize the opportunities online provides and adapt to the new environment. However, during this time the marketing communication mix and the meanings given to the various components of it have not changed dramatically, and personal selling, direct marketing, sales promotion, advertising and public relations activities are still regarded as important tools in the marketing communications mix. The purpose of this study was to examine business-to-business marketing communications and the tools used by companies in their marketing communications efforts in the digital age and in a global environment. The research questions dealt with the marketing communication tools and their roles as well as the role of online marketing communication and the way it has shaped the field of b2b marketing communications. In order to answer these questions, qualitative approach was chosen and the data was collected by theme interviews with six representatives of Finnish global companies from the b2b sector being interviewed. The theoretical framework covers the general field of b2b marketing communications and its main elements. The online environment as well as the concept of a global marketplace and integrated approach to marketing communication activities is also discussed. The theory was supported by the interviews regarding the activities and roles of the marketing communication tools and both theory as well as the interviews found personal selling to be a vital tool. However, the importance of online has grown and online marketing activities have risen right next to personal selling. The use of analytics and marketing automation was found to be of great interest in the interviews and they were seen as a growing domain in b2b marketing communications. The importance of targeted and personalised messages from relevant medias was a repeating theme as was the customer-centric approach in marketing communication activities. Also, offline and online tools and channels were seen as something that should be treated together as an entity rather than as separate activities. Relevant content created according to the needs of the customer with the gathered data from analytics were seen as the future of b2b marketing communications. Online has added its input to the more traditionally perceived tools and they are executed within the framework of the digital age. Nevertheless, even though online has increased its presence in the b2b marketing communications mix, the more traditionally perceived marketing communication tools, especially personal selling, have not lost their meaning or place in the b2b marketing communication mix.