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Peculiarities of Application of Internet Promotion Tools in the B2B Market
Boiko N. O.

Boiko, Natalia O. (2022) “Peculiarities of Application of Internet Promotion Tools in the B2B Market.” Business Inform 5:133–137.
https://doi.org/10.32983/2222-4459-2022-5-133-137

Section: Management and Marketing

Article is written in English
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UDC 339.138

Abstract:
The aim of the article is to determine the differences between Internet marketing in the B2C and B2B sectors, analysis of the most trendy tools of Internet marketing in the B2B sector in order to determine their effective impact on marketing activities and enterprises operating in the B2B market as a whole. It was reasonable to assume that Internet marketing tools are more adapted to the field of B2C. Many industrial companies have ignored the use of modern Internet promotion tools, thus losing market share and potential buyers, giving way to those who quickly adapt to new trends. However, when implementing methods and tools of Internet marketing, it is important to take into account the peculiarities of the sale of industrial products in the field of B2B. The article proposes methods and tools of Internet marketing, recommended for use taking into account the characteristics of industrial products and the sphere of B2B. The study highlighted the most promising and effective tools of Internet marketing in the B2B segment, and also argued that the effect of using these tools will use knowledge about customer needs and strengthen the company's position in the new competitive field of goods and services. It is concluded that previously it was considered that Internet marketing tools are the most adapted to the field of B2C. Many industry companies have ignored the use of modern online promotion tools. For the most part, the use of Internet marketing in B2B companies was complicated by the lack of relevant theoretical framework and practical recommendations. However, Internet marketing gives the opportunity to conduct successful activities on the Internet not only to companies in the field of B2C, but also to companies in the field of B2B, selling industrial products.

Keywords: internet marketing, internet marketing tools, B2B market, product promotion, industrial marketing.

Tabl.: 1. Bibl.: 15.

Boiko Natalia O. – Candidate of Sciences (Economics), Associate Professor, Department of Marketing, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

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