editor@inter-nauka.com
Личный кабинетDigital marketing and the specifics of its application in the B2B sector
Библиографическое описание статьи для цитирования:
Romanov Kim. Digital marketing and the specifics of its application in the B2B sector//Наука онлайн: Международный научный электронный журнал. - 2023. - №11. - https://nauka-online.com/ru/publications/other/2023/11/23-7/
Аннотация: (English) The article provides a detailed analysis of digital marketing and its integration into the business-to-business (B2B) sphere. It focuses on the main differences between the corporate world and the mass market, such as the multi-stage and lengthy transaction process, collective decision-making by groups of stakeholders, high transaction costs, and the priority of rational over emotional factors. The effectiveness of specific digital tools adapted for business is also discussed, including in-depth expert content, search engine optimization (SEO), account-based marketing, specialized webinars, targeted communication in professional networks, and CRM systems for comprehensive analytics. The text states that the main purpose of digital strategies in the corporate sector is not to stimulate spontaneous purchases, but to gradually attract the target audience, retain their attention, create a strong brand presence, and attract high-quality potential customers (MQLL). Based on current market data, the text contains practical recommendations on building multi-channel communication with customers and calculating return on investment (ROI), allowing modern companies to optimize their marketing budgets, reduce customer acquisition costs (CAC), and increase conversion rates at each stage of the sales funnel.