Quantitative Research about the Information Search Behavior of Swiss Professionals - Implications for the Content
Zühlke Engineerig AG aims to understand on which digital and analog communication channels to focus on and to investigate what type of content is relevant for reaching Swiss professionals.
Melanie Wassmer & Barbara Matic, 2019
Bachelor Thesis, Zühlke Engineering AG
Betreuende Dozierende: Nikolina Fuduric
Keywords: content strategy, communication channels, content dimensions, types of content, B2B customers, Swiss Professionals, promotion, content marketing, communication medium, positioning
Zühlke is at the beginning of establishing a content marketing strategy and therefore, no research has been done in the field of relevant communication channels as well as content marketing. The bachelor thesis aims to conduct a quantitative research about the information search behavior of Swiss professionals and derive implications for the content strategy of the marketing and communication department of Zühlke.
Besides secondary literature and pre-existing frameworks also primary research has been conducted through a quantitative survey. The questionnaire investigated the preferences in digital, mixed and analog communication channels as well as relevant content for Swiss professionals.
The findings of the research indicate the following recommendations for Zühlke Engineering AG:
Digital communication channels: focus on newsletters, LinkedIn and corporate blogs.
Mixed communication channels: focus on online newspapers, while for magazines online and offline forms are equally relevant.
Analog communication channels: customer events are highly interesting but further industry-specific research is necessary.
In terms of relevant content, Zühlke Engineering AG should promote more of its knowledge and know-how in technology and business innovation in order to be perceived as a thought leader in its respective focus industries. This content should be presented through offline articles, infographics and online blogs. By adhering to these recommendations, Zühlke Engineering AG will be able to increase its overall brand awareness and position itself as a partner for business innovation.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation
Art der Arbeit
Zühlke Engineering AG, Schlieren
Autorinnen und Autoren
Melanie Wassmer & Barbara Matic
Sprache der Arbeit
Business Administration International Management (Bachelor)
content strategy, communication channels, content dimensions, types of content, B2B customers, Swiss Professionals, promotion, content marketing, communication medium, positioning