Internet marketing tools in the B2B sector
https://doi.org/10.18384/2949-5024-2024-4-70-79
Abstract
Aim. Evaluation of the available Internet marketing tools and identification of the specifics of their use in the B2B market.
Methodology. The main method is the analysis of scientific publications and content analysis of the use of Internet advertising by enterprises in the B2B sector. The comparison method is used in comparing various tools.
Results. The differences in the use of Internet marketing tools by enterprises in the B2B and B2C sectors have been revealed. In the B2B sector, the main direction of promotion on the Internet, therefore, resources that are not very popular in the B2C sector are used – a corporate website and industry publications. In the future, the development of such areas of Internet marketing as the use of artificial intelligence and the formation of its own business ecosystem is of interest.
Research implications. The differences in the use of Internet marketing tools by enterprises in the B2B and B2C sectors have been revealed. In the B2B sector, the main direction of promotion on
the Internet, therefore, resources that are not very popular in the B2C sector are used – a corporate website and industry publications. In the future, the development of such areas of Internet marketing as the use of artificial intelligence and the formation of its own business ecosystem is of interest.
About the Author
G. G. Mustafina
Kazan National Research Technical University named after A. N. Tupolev - KAI
Russian Federation
Russian Federation
Gulnara G. Mustafina – Сand. Sci. (Economics), Assoc. Prof., Economic Theory and Resource Management Department
ul. Chetaeva 18, Kazan 420111, Republic of Tatarstan
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