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Individuellt uppmärksammade kunder

Bauer Barsby, Filip LU and Wångdahl, Jenny (2017) SKOK01 20171
Department of Strategic Communication
Abstract (Swedish)
Denna studie ämnar bidra till ökad kunskap inom ämnesområdet strategisk kom- munikation i allmänhet och individanpassad marknadsföring i synnerhet. Mer kon- kret ämnar författarna att ta fram ett underlag för hur företag som är verksamma inom marknadsföring kan jobba i bättre symbios med deras kunder. För att uppnå syftet utformades följande forskningsfråga: Vad är svenska studenters erfarenhet, kunskap och attityd om den individanpassade marknadsföring som baseras på de- ras beteendemönster online?
Empirin samlades in via 20 semi-strukturerade intervjuer med yngre akademi- ker. Denna målgrupp valdes ut då det ansågs bäst att förstå en målgrupp som antas vara kritisk till sin natur. Respondenternas svar analyserades sedan främst utifrån... (More)
Denna studie ämnar bidra till ökad kunskap inom ämnesområdet strategisk kom- munikation i allmänhet och individanpassad marknadsföring i synnerhet. Mer kon- kret ämnar författarna att ta fram ett underlag för hur företag som är verksamma inom marknadsföring kan jobba i bättre symbios med deras kunder. För att uppnå syftet utformades följande forskningsfråga: Vad är svenska studenters erfarenhet, kunskap och attityd om den individanpassade marknadsföring som baseras på de- ras beteendemönster online?
Empirin samlades in via 20 semi-strukturerade intervjuer med yngre akademi- ker. Denna målgrupp valdes ut då det ansågs bäst att förstå en målgrupp som antas vara kritisk till sin natur. Respondenternas svar analyserades sedan främst utifrån teorier om människors beteendemönster i olika situationer.
Analysen visar att respondenterna tycker om individanpassad marknadsföring som teoretiskt begrepp, men är missnöjda med hur den grundläggande datain- samlingen utövas av dagens företag. Utöver detta kan det påvisas att kunder efter- söker högre transparens och kontroll över vilken information som lämnas ut samt hur den sprids vidare.
Slutsatsen landade i ett underlag som kan assistera företag som jobbar, eller planerar att jobba, med individanpassad marknadsföring. Vidare behöver företag fokusera mer på att transparent kommunicera hur de hanterar sina kunders data samt belöna de kunder som aktivt delar med sig av information. På detta sätt kan företa- gen uppmana kunder till att inleda relationer med dem och på så sätt lägga grund för ett gemytligare utbyte.
Vi vill utöver detta tillsammans intyga att båda författarna har deltagit i studien och genomfört arbetet till lika delar i varje avsnitt av studien. (Less)
Abstract
The aim of this study is to contribute to increased knowledge within the field of strategic communication in general and personalized marketing in particular. More specifically, the authors intend to provide a framework that would allow for a less hierarchical relationship between companies within the marketing industry and their customers. To achieve this purpose, the following research question was con- structed: What are the Swedish students experience, knowledge and attitude to- wards personalized marketing that is based on their behavioural patterns online?
The empirical data was collected through 20 semi-structured interviews with young academics. This target group was selected as it was considered best to un- derstand a target... (More)
The aim of this study is to contribute to increased knowledge within the field of strategic communication in general and personalized marketing in particular. More specifically, the authors intend to provide a framework that would allow for a less hierarchical relationship between companies within the marketing industry and their customers. To achieve this purpose, the following research question was con- structed: What are the Swedish students experience, knowledge and attitude to- wards personalized marketing that is based on their behavioural patterns online?
The empirical data was collected through 20 semi-structured interviews with young academics. This target group was selected as it was considered best to un- derstand a target group that is thought to be critical in nature. Their responses were then analysed primarily based on theories of people's behavioural patterns in differ- ent situations.
The analysis shows that respondents have a positive attitude towards personal- ized marketing as a theoretical concept, but are dissatisfied with how the data col- lection is practiced by today's marketers. In addition, it can be demonstrated that customers seek higher transparency and control over which information is collected and how it is thereafter spread by the companies.
The findings of this study has two important implications for companies using personalised marketing: companies should focus more on transparent communica- tion when discussing how they handle customers' data as well as reward those cus- tomers who actively share information. This way, companies can encourage cus- tomers to initiate relationships with them, thus encouraging a more pleasant ex- change.
In addition to this, we would like to certify that both authors has been partici- pating to this study at equal parts in every section of it. (Less)
Please use this url to cite or link to this publication:
author
Bauer Barsby, Filip LU and Wångdahl, Jenny
supervisor
organization
alternative title
En studie kring hur företag kan optimera sin individanpassade marknadsföring
course
SKOK01 20171
year
type
M2 - Bachelor Degree
subject
keywords
individanpassad marknadsföring, företagsförtroende, transparens, integritet, bete- endemönster online
language
Swedish
id
8911728
date added to LUP
2017-06-12 08:10:17
date last changed
2017-06-12 08:10:17
@misc{8911728,
  abstract     = {The aim of this study is to contribute to increased knowledge within the field of strategic communication in general and personalized marketing in particular. More specifically, the authors intend to provide a framework that would allow for a less hierarchical relationship between companies within the marketing industry and their customers. To achieve this purpose, the following research question was con- structed: What are the Swedish students experience, knowledge and attitude to- wards personalized marketing that is based on their behavioural patterns online?
The empirical data was collected through 20 semi-structured interviews with young academics. This target group was selected as it was considered best to un- derstand a target group that is thought to be critical in nature. Their responses were then analysed primarily based on theories of people's behavioural patterns in differ- ent situations.
The analysis shows that respondents have a positive attitude towards personal- ized marketing as a theoretical concept, but are dissatisfied with how the data col- lection is practiced by today's marketers. In addition, it can be demonstrated that customers seek higher transparency and control over which information is collected and how it is thereafter spread by the companies.
The findings of this study has two important implications for companies using personalised marketing: companies should focus more on transparent communica- tion when discussing how they handle customers' data as well as reward those cus- tomers who actively share information. This way, companies can encourage cus- tomers to initiate relationships with them, thus encouraging a more pleasant ex- change.
In addition to this, we would like to certify that both authors has been partici- pating to this study at equal parts in every section of it.},
  author       = {Bauer Barsby, Filip and Wångdahl, Jenny},
  keyword      = {individanpassad marknadsföring,företagsförtroende,transparens,integritet,bete- endemönster online},
  language     = {swe},
  note         = {Student Paper},
  title        = {Individuellt uppmärksammade kunder},
  year         = {2017},
}