But first, let me tweet it E-Book

Mariagiulia Haag

• Herausgeber: Mariagiulia Haag
• Kategorie: Fachliteratur
• Sprache: Englisch

Veröffentlichungsjahr: 2015

Beschreibung

The objective of this work is to demonstrate how the Digital Marketing can actually represent an important economical opportunity for B2B companies and how it should evolve from being just an occasional and optional activity to rather a strong and structured practice.

Leseprobe

Mariagiulia Haag

But first, let me tweet it! - Theory, application and experimentation in comparison: how the Digital Marketing can be a competitive advantage for B2B companies.

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Indice dei contenuti

1. Abstract

2. The B2B Market

3. The B2B Marketing: the offline and online approaches

3.1 Offline B2B Marketing

3.2 Online B2B Marketing: the Digital Revolution

3.3 The Internet Marketing tree

3.4 Email marketing

3.5 Directories and listings

3.6 Search Engine Marketing

3.7 Social Media Marketing

3.8 Online PR activities

3.9 Online Advertising

3.10 Digital Marketing Metrics (and management)

4 The successful experiences in the B2B Digital Marketing application: an international analysis

4.1 How Digital Marketing can be successful in B2B markets: the example of 5 companies

5. The B2B Digital Marketing experienced by Italian companies (and not only): 15 interviews and an analysis

5.1 Analysis: collecting the results

6. Conclusions

7. Appendix: The questionnaire (Italian and English versions)

8. List of References

1. Abstract

The objective of this work is to demonstrate how the Digital Marketing can actually represent an important economical opportunity for B2B companies and how it should evolve from being just an occasional and optional activity to rather a strong and structured practice.

After providing a theoretical overview of the B2B market and B2B (online and offline) Marketing practices – the research draws attention to the analysis of the online profile of some B2B European and American companies to assess whether successful experiences of a Digital Marketing application are effectively present on the market. The truthfulness of the collected results is verified through further investigations, involving a different context: some B2B companies with specific characteristics (Italian companies operating also abroad and international companies located autonomously in Italy and with significant turnovers) are taken into consideration and directly interviewed through the compilation of a questionnaire. Given the broad variety of different industries that characterizes the B2B environment and the extremely high number of companies that operate in it – the whole analysis is aimed to identify a trend in the Digital Marketing phenomenon but it is conducted with the awareness of the limited range of the samples considered and an inevitable lack of completeness.

The results of the data analyzed show that the adoption of the Digital Marketing is much more acquired in the American markets than what happens in the Italian and European realities. To date, the benefits deriving from the application of Digital Marketing seem to regard only an improvement of corporate image and an increase of brand awareness but they have to become (and they have the potential of doing it) also economical, with a return in terms of revenues and turnover. Digital Marketing is a phenomenon that is definitely worthy to be explored and deepened: it is a real and concrete economical opportunity that should be included in the strategic lines of the companies' Marketing plan and stop being considered as something experimental.

The Italian companies that are operating in international markets should change their marketing approach and overcome as soon as possible the doubts and uncertainties that they have and start to develop a Digital Marketing strategy – choosing the tools and practices that are most suitable for their business and target audience, investing in the education and training of the personnel and adopting internal and/or external specialists. Getting success in Digital Marketing is rather a path but, on the basis of the research and the analysis made, it looks like companies are on the right way.

2. The B2B Market

Business-to-business (B2B) markets – usually known also as industrial markets – “can best be described as markets where one business markets and sells products and services for an organization’s own use or to sell on to other businesses for their own use