Ovidius University Annals: Economic Sciences Series (Jan 2019)
Integrating Online Marketing Strategies in B2B Companies
Abstract
In the context of a highly dynamic business environment ,which is constantly changing due to the innovations brought by the rise of advanced technologies,companies are faced with the difficult challenge of permanently adapting their strategies in order to create differential effect for their brands,as well as to gain competitive advantage in the market, in an entirely new different marketing era.The rise of e-commerce has been directing the efforts of marketers worldwide towards the online environment, as we are whitnessing a ,,digitalization” effect in every sphere of activity.While B2C (Business-to-Consumer) companies have successfully adopted and used marketing strategies based on new technologies(more precise , they embraced online marketing techniques) , in the B2B context, these new approaches are still viewed with some skepticism , due to the perception of traders regarding their use in this particular business sector. In this study, we set out to investigate, based on the existing academic literature and previous scientific research, the ways in which B2B companies can use online marketing techniques. Particularly, we will discuss the use of one certain online marketing method, namely, Social Media Marketing, widely known as SMM, which involves the use of social media platforms as a marketing communication tool. Furthermore, we will analyze, based on a case study of a B2B company, namely, the Maersk company (globally known as being a company with a long history and tradition behind , in the transport, logistics and energy services domain ), the benefits that can result from integrating online marketing strategies in a business plan. The case study which we will present will highlight the ability to use social media platforms for marketing purposes, their approach being considered one of the most popular marketing methods of modern technology.
