Kemerovo, Russian Federation
Kemerovo, Russian Federation
At present, the emphasis in marketing campaigns is gradually shifting towards B2B relations of firms, which is largely facilitated by online sales of resources, equipment, services and components. In this regard, marketing activities are also moving to the Internet with its digital content, and marketing channels are also becoming fully digital. At the same time, the investment of marketing companies in the Internet, despite the obvious relatively low costs compared to offline marketing with its physical means, is highly dependent in its effectiveness on the right channel. Digital marketing channels include social media marketing, website marketing, content and video marketing, email marketing, multi-channel marketing, search engine optimization, word of mouth marketing, influencer marketing, digital local advertising, CPC, Display Advertising, Podcast Marketing, Affiliate Marketing and Digital Community Building. All these channels have a number of important advantages over traditional offline channels, such as cost-effectiveness, higher coverage of potential consumers, scalability and adaptability. In turn, the key trends in the development of modern digital marketing channels include the integration of marketing technologies with software for personal computers and smartphones, increasing the focus of the target audience on the advertising idea and information, and the constant repurposing of advertising content. The development of digital marketing channels in the Russian economy is in demand due to the high degree of digitalization of market relations and the availability of its own world-class online platforms (Yandex, Rutube, Vkontakte, etc.).
B2B, marketing channels, online trading, online advertising
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