Bìznes Inform (Aug 2020)
The Strategy of Applying Internet Marketing Tools for the B2B Sector
Abstract
The article is concerned with the problem of using Internet tools in order to achieve marketing goals. The main directions of use of Internet marketing tools by B2B sector enterprises are researched. The status of application of Internet marketing tools on the B2B market in Ukraine is considered. The features of the use of Internet marketing tools are defined together with the main strategic and tactical steps for the development of Internet marketing in companies in the B2B market. The approbation of recommended tools was carried out at the «Lifecell» LLC. The peculiarities of organization of Internet marketing at enterprises of the B2B sector are disclosed. Using the analysis, the dependence between the number of clients of the enterprise and the number of visitors to the website is determined by means of both organic and advertising search. The main directions of use of Internet marketing tools in the IT enterprises are researched. The specifics of building-up an Internet marketing system in this sphere of business is disclosed in accordance with the specifics of the IT product and the stage of deciding on the purchase which is relevant for the consumer. The research proves that the organization of marketing communications on the Internet using a system approach increases the efficiency of marketing activities of companies due to the synergistic effect arising from the interaction of elements of the built-up system. The main tools of marketing communications on the Internet are considered and their place in the Internet marketing system of the enterprise is considered. It is determined that it is important to use all the possibilities of the Internet to build an effective communication system. It is determined that the use of Internet marketing tools by the companies in IT sphere has its own specifics, which distinguishes it from other spheres of business.
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