Redefining Touchpoints: Digital Media, Storytelling and Thought Leadership in Industrial Marketing

Andreas Zehetner; Christopher Korntner-Kanitz; Markus Vorderwinkler; Monica Khanna

Redefining Touchpoints: Digital Media, Storytelling and Thought Leadership in Industrial Marketing

Andreas Zehetner^*
, Christopher Korntner-Kanitz
, Markus Vorderwinkler
, Monica Khanna

^*Korrespondierende/r Autor/-in für diese Arbeit

Publikation: Beitrag in Buch/Bericht/Tagungsband › Konferenzbeitrag › Begutachtung

Abstract

This study examines how digital touchpoints reshape industrial B2B marketing amid AI advances and post-pandemic shifts. Using surveys, eye-tracking, FEA, and case studies, it highlights storytelling, thought leadership, and visual content as key to trust, engagement, and digital strategy optimization in the evolving B2B customer journey.

Originalsprache	Englisch
Titel	2025 AMA Summer Academic Conference
Untertitel	Data Revolution: Empowering Humanity
Redakteure/-innen	Colleen Hamerling, Tonya Bradford, Adithya Pattabhiramaiah
Erscheinungsort	Chicago
Herausgeber (Verlag)	AMA American Marketing Association
Seiten	631-642
Band	36
ISBN (Print)	978-0-87757-027-1
Publikationsstatus	Veröffentlicht - 18 Aug. 2025

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https://46387974.fs1.hubspotusercontent-na1.net/hubfs/46387974/2025_Summer_AMA_Proceedings_August_19_2025.pdf

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Zehetner, A., Korntner-Kanitz, C., Vorderwinkler, M., & Khanna, M. (2025). Redefining Touchpoints: Digital Media, Storytelling and Thought Leadership in Industrial Marketing. in C. Hamerling, T. Bradford, & A. Pattabhiramaiah (Hrsg.), 2025 AMA Summer Academic Conference: Data Revolution: Empowering Humanity (Band 36, S. 631-642). AMA American Marketing Association. https://46387974.fs1.hubspotusercontent-na1.net/hubfs/46387974/2025_Summer_AMA_Proceedings_August_19_2025.pdf

Zehetner, Andreas ; Korntner-Kanitz, Christopher ; Vorderwinkler, Markus et al. / Redefining Touchpoints: Digital Media, Storytelling and Thought Leadership in Industrial Marketing. 2025 AMA Summer Academic Conference: Data Revolution: Empowering Humanity. Hrsg. / Colleen Hamerling ; Tonya Bradford ; Adithya Pattabhiramaiah. Band 36 Chicago : AMA American Marketing Association, 2025. S. 631-642

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title = "Redefining Touchpoints: Digital Media, Storytelling and Thought Leadership in Industrial Marketing",

abstract = "This study examines how digital touchpoints reshape industrial B2B marketing amid AI advances and post-pandemic shifts. Using surveys, eye-tracking, FEA, and case studies, it highlights storytelling, thought leadership, and visual content as key to trust, engagement, and digital strategy optimization in the evolving B2B customer journey. ",

keywords = "Digital Media, B2B Touchpoints, Storytelling, Thought Leadership, Eye Tracking",

author = "Andreas Zehetner and Christopher Korntner-Kanitz and Markus Vorderwinkler and Monica Khanna",

year = "2025",

month = aug,

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language = "English",

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Zehetner, A , Korntner-Kanitz, C , Vorderwinkler, M & Khanna, M 2025, Redefining Touchpoints: Digital Media, Storytelling and Thought Leadership in Industrial Marketing. in C Hamerling, T Bradford & A Pattabhiramaiah (Hrsg.), 2025 AMA Summer Academic Conference: Data Revolution: Empowering Humanity. Bd. 36, AMA American Marketing Association, Chicago, S. 631-642. <https://46387974.fs1.hubspotusercontent-na1.net/hubfs/46387974/2025_Summer_AMA_Proceedings_August_19_2025.pdf>

Redefining Touchpoints: Digital Media, Storytelling and Thought Leadership in Industrial Marketing. / Zehetner, Andreas ; Korntner-Kanitz, Christopher ; Vorderwinkler, Markus et al.
2025 AMA Summer Academic Conference: Data Revolution: Empowering Humanity. Hrsg. / Colleen Hamerling; Tonya Bradford; Adithya Pattabhiramaiah. Band 36 Chicago: AMA American Marketing Association, 2025. S. 631-642.

Publikation: Beitrag in Buch/Bericht/Tagungsband › Konferenzbeitrag › Begutachtung

TY - GEN

T1 - Redefining Touchpoints: Digital Media, Storytelling and Thought Leadership in Industrial Marketing

AU - Zehetner, Andreas

AU - Korntner-Kanitz, Christopher

AU - Vorderwinkler, Markus

AU - Khanna, Monica

PY - 2025/8/18

Y1 - 2025/8/18

N2 - This study examines how digital touchpoints reshape industrial B2B marketing amid AI advances and post-pandemic shifts. Using surveys, eye-tracking, FEA, and case studies, it highlights storytelling, thought leadership, and visual content as key to trust, engagement, and digital strategy optimization in the evolving B2B customer journey.

AB - This study examines how digital touchpoints reshape industrial B2B marketing amid AI advances and post-pandemic shifts. Using surveys, eye-tracking, FEA, and case studies, it highlights storytelling, thought leadership, and visual content as key to trust, engagement, and digital strategy optimization in the evolving B2B customer journey.

KW - Digital Media

KW - B2B Touchpoints

KW - Storytelling

KW - Thought Leadership

KW - Eye Tracking

UR - https://www.ama.org/events/academic/2025-ama-summer-academic-conference/

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SN - 978-0-87757-027-1

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SP - 631

EP - 642

BT - 2025 AMA Summer Academic Conference

A2 - Hamerling, Colleen

A2 - Bradford, Tonya

A2 - Pattabhiramaiah, Adithya

PB - AMA American Marketing Association

CY - Chicago

ER -

Redefining Touchpoints: Digital Media, Storytelling and Thought Leadership in Industrial Marketing

Abstract

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