With the development of new communication tools, multi-channel communication has become a constant even in the B2B world. The use of multi-channel strategies has been a relevant topic in the field of marketing and market communication for some time, but it is still insufficiently researched from the point of view of the analysis of the purchase path on B2B markets. Multi-channel communication allows customers to choose which channel they want to use to communicate with the company. The company must therefore be well-known to the customers before, during and after purchase decisions, as customers expect a consistent and appropriate experience at every stage of their purchase journey. Vendors are expected to provide omnichannel strategies that can meet individual needs, but companies often struggle to implement omnichannel strategies themselves. With the increase in online communication channels, the way of communication is changing significantly, so I decided in my master's thesis to examine which channel B2B companies use to communicate with their customers, what are the advantages and disadvantages of multi-channel strategies, and whether they have drawn up an analysis of the purchase path of their customers. As shown in the empirical work based on semi-structured interviews, B2B companies face the problem of resources (financial and human) that could be allocated to managing multiple channels. I also found that the majority of companies already primarily communicate via online channels and that they are aware of the importance of analyzing the purchase path, but despite this, the interviewed companies do not have an analysis of the purchase path for their customers.
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