Our website uses cookies. By continuing to use this site, you agree to our use of cookies in accordance with this notice and the Terms of Use.
Journals News
Submit manuscript
Trade, service, food industry
Journals / Trade, service, food industry / Volume 2 Issue 2 / OVERVIEW OF DIGITAL MARKETING CHANNELS IN B2B COMMUNICATIONS
UDC
339.13

OVERVIEW OF DIGITAL MARKETING CHANNELS IN B2B COMMUNICATIONS

Published in Trade, service, food industry · Pages 153–161 · Rubric: Marketing and management
DOI: https://doi.org/10.17516/2782-2214-0053
Received: 17.05.2022 Accepted: 20.06.2022 Published: 11.07.2022
Authors
SE Sergey Zhironkin
Sergey Zhironkin
OL
Ol'ga V. Zhironkina
ABSTRACT
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.).
KEYWORDS
B2B, marketing channels, online trading, online advertising
Text References
Text
Text (PDF)
Read Download

1. Movsesyan, A. A., Starodubtseva, O. A. (2016). Distinctive features of marketing in the B2B and B2C markets. In: Infrastructural branches of the economy: problems and development prospects. 13. 70-73.

2. Kornilov, G. A. (2014). Strategy for the development of integrated marketing channels and e-marketing. In: Izvestia of St. Petersburg State University of Economics. 3 (87). 26-29.

3. Dudakov, G. S., Molchanov, N. N. (2021). The role of marketing support in the digitalization of distribution channels. Practical Marketing. 3. 35-40.

4. Kurochkin, M. E. (2020). Channels and tools for promotion on the Internet in the context of the concept of marketing communications.In: Innovations and investments. 9. 96-101.

5. Zavyalova, O. V. (2021).Marketing in the context of digital transformation. In: Economic vector. 4 (27). 61-65.

6. Deryabina, G. G., Trubnikova, N. V. (2020). New Digital paradigm: the specifics of working with business partners when introducing B2B digital marketing tools. In: Creative Economy. 11. 3011-3027.

7. Shevchenko, D. A. (2019). Digital marketing: a review of channels and tools. In: Practical marketing. 10 (272). 29-37.

8. Goncharova O. V., Khaleeva S. A. (2020).The use of modern digital channels and SMM technologies in the promotion of tourist services. In: Creative Economy. 8. 1709-1725.

9. Majidov, G. S. (2016).Ways to promote goods and services on the Internet. In: Izvestiya DSPU. Social and human sciences. 3. 109-114.

10. Sela, R. (2022).15 Intelligent B2B Marketing Channels for Your Business. March 8. URL: https://www.ronsela.com/b2b-marketing-channels/

11. Hubspot (2021). Knowledge Base - Reports. URL: https://knowledge.hubspot.com/reports

12. Gyn A. (2021).4 Trends That Will Shape the Future of Your Content Program. Content Marketing Institute. 1(1). 0001.

13. Grinko, O. (2019).Content Marketing Funnel. Science and Innovations. 9 (199). 53-57.

14. Ahrefs (2022).SEO tools and resources for growth. URL: https://ahrefs.com

15. Statista. Empowering people with data. URL: https://www.statista.com

16. Edison Research. Podcasting's key statistics for 2022. URL: https://www.edisonresearch.com/podcastings-key-statistics-for-2022/

PDF Text JATS XML
The contact persons
Julia Suslova
Chief Editor
Julia Suslova
ysuslova@sfu-kras.ru
Ekaterina Komissarova
Lead Editor
Ekaterina Komissarova
echernykh@sfu-kras.ru +7(391)206-24-89
5046
downloads
VAK RINC RINC Science Index
© tsfi-mag.ru
Agreement Personal data protection and processing policy Support Powered by Editorum, 2026 Instructions
Login or Create
* Forgot your password?