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

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedings › Conference contribution › peer-review

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.

Original language	English
Title of host publication	2025 AMA Summer Academic Conference
Subtitle of host publication	Data Revolution: Empowering Humanity
Editors	Colleen Hamerling, Tonya Bradford, Adithya Pattabhiramaiah
Place of Publication	Chicago
Publisher	AMA American Marketing Association
Pages	631-642
Volume	36
ISBN (Print)	978-0-87757-027-1
Publication status	Published - 18 Aug 2025

Keywords

Digital Media
B2B Touchpoints
Storytelling
Thought Leadership
Eye Tracking

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

Cite this

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 (Eds.), 2025 AMA Summer Academic Conference: Data Revolution: Empowering Humanity (Vol. 36, pp. 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. editor / Colleen Hamerling ; Tonya Bradford ; Adithya Pattabhiramaiah. Vol. 36 Chicago : AMA American Marketing Association, 2025. pp. 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",

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language = "English",

isbn = "978-0-87757-027-1",

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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 (eds), 2025 AMA Summer Academic Conference: Data Revolution: Empowering Humanity. vol. 36, AMA American Marketing Association, Chicago, pp. 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. ed. / Colleen Hamerling; Tonya Bradford; Adithya Pattabhiramaiah. Vol. 36 Chicago: AMA American Marketing Association, 2025. p. 631-642.

Research output: Chapter in Book/Report/Conference proceedings › Conference contribution › peer-review

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

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SN - 978-0-87757-027-1

VL - 36

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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

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Keywords

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