THE IMPORTANCE OF DIGITAL MARKETING AND TECHNOLOGIES IN B2B MARKETING

Year 2024, , 119 - 136, 05.06.2024

Sevgi Aydın

https://doi.org/10.26468/trakyasobed.1460110

Abstract

Marketing through digital platforms is becoming an increasingly important component for the success of any company. On the other hand, digital marketing is constantly evolving. B2B marketing refers to the formation of a collaborative business partnership between two firms for the purpose of exchanging products and services. It enables businesses to engage in the sale of products or services to other firms or organizations, who then resell them, utilize them in their own products or services, or provide assistance in their operations. B2B marketers are looking forward to advances in digital technology and greater emphasis on digital products to improve brand visibility, online presence, and technical capabilities. Trending technologies used for digital and B2B marketing, such as artificial intelligence and the metaverse, are of great importance. In this study, B2B marketing, digital marketing tactics, growth of digital marketing, market share of search engines, marketing automation technologies, and digital marketing and digital technologies used for B2B marketing were examined. Furthermore, the research seeks to do a SWOT analysis of the B2B marketing techniques employed by enterprises.

Keywords

Artificial Intelligence, B2B Marketing, Digital Marketing, Metaverse, Search Engine Optimization

B2B PAZARLAMADA DİJİTAL PAZARLAMA VE TEKNOLOJİLERİN ÖNEMİ

Abstract

Dijital platformlar aracılığıyla pazarlama, herhangi bir şirketin başarısı için giderek daha önemli bir bileşen haline geliyor. Öte yandan dijital pazarlama sürekli gelişiyor. B2B pazarlama, ürün ve hizmet alışverişi amacıyla iki firma arasında işbirlikçi bir iş ortaklığının kurulmasını ifade eder. İşletmelerin, ürün veya hizmetleri başka firma veya kuruluşlara satmalarını, daha sonra bunları yeniden satmalarını, kendi ürün veya hizmetlerinde kullanmalarını veya operasyonlarında yardım sağlamalarını sağlar. B2B pazarlamacıları, dijital teknolojideki ilerlemeleri ve marka görünürlüğünü, çevrimiçi varlığını ve teknik yetenekleri geliştirmek için dijital ürünlere daha fazla vurgu yapmayı sabırsızlıkla bekliyorlar. Yapay zeka ve metaverse gibi dijital ve B2B pazarlama için kullanılan trend teknolojiler büyük önem taşıyor. Bu çalışmada B2B pazarlama, dijital pazarlama taktikleri, dijital pazarlamanın büyümesi, arama motorlarının pazar payı, pazarlama otomasyon teknolojileri, dijital pazarlama ve B2B pazarlama için kullanılan dijital teknolojiler incelenmiştir. Ayrıca araştırma, işletmelerin kullandığı B2B pazarlama tekniklerinin SWOT analizini yapmayı amaçlamaktadır.

Keywords

Yapay Zeka, B2B Pazarlama, Dijital Pazarlama, Metaverse, Arama Motoru Optimizasyonu

References

• Aydin, S., & Nalbant, K. G. (2023). The Significance of Artificial Intelligence in the Realms of Marketing, Advertising, and Branding inside the Metaverse. JOEEP: Journal of Emerging Economies and Policy, 8(2), 301-316.
• Aydin, S., Nalbant, K. G., & Altuntas, C. (2023). Artificial Intelligence in Digital Transformation and Sustainable Green Marketıng Strategies in the European Green Consensus Process. İmgelem, 7(13), 467-492. Https://Doi.Org/10.53791/İmgelem.1350700
• Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321-339.
• Baye, M. R., De los Santos, B., & Wildenbeest, M. R. (2016). Search engine optimization: what drives organic traffic to retail sites?. Journal of Economics & Management Strategy, 25(1), 6-31.
• Behera, R. K., Bala, P. K., Rana, N. P., & Kizgin, H. (2022). Cognitive computing based ethical principles for improving organisational reputation: A B2B digital marketing perspective. Journal of business research, 141, 685-701.
• Bianchi, T. (2023a). Market share of leading desktop search engines worldwide from January 2015 to January 2024. Access Date: 24/12/2023. https://www.statista.com/statistics/216573/worldwide-market-share-of-search-engines/
• Bianchi, T. (2023b). Number of explicit core search queries powered by search engines in the United States as of November 2023. Access Date: 28/12/2023. https://www.statista.com/statistics/265796/us-search-engines-ranked-by-number-of-core-searches/
• Cartwright, S., Liu, H., & Raddats, C. (2021). Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review. Industrial Marketing Management, 97, 35-58.
• Content Marketing, (2022). 13th Annual B2B Content Marketing. Access Date: 20/11/2023. https://contentmarketinginstitute.com/wp-content/uploads/2022/10/b2b-2023-research-final.pdf
• Cortez, R. M., & Johnston, W. J. (2017). The future of B2B marketing theory: A historical and prospective analysis. Industrial Marketing Management, 66, 90-102.
• Dwivedi, Y. K., & Wang, Y. (2022). Guest editorial: Artificial intelligence for B2B marketing: Challenges and opportunities. Industrial Marketing Management, 105, 109-113.
• Desai, V., & Vidyapeeth, B. (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development, 5(5), 196-200.
• Dudakov, G., Zolkin, A. L., Mozharova, T. N., Mironchuk, V. A., & Dorzhdeeva, V. A. (2023, March). Contribution of digital marketing channels on B2B electronic commerce market. In AIP Conference Proceedings (Vol. 2700, No. 1). AIP Publishing.
• Goldfarb, A., & Tucker, C. (2019). Digital marketing. In Handbook of the Economics of Marketing (Vol. 1, pp. 259-290). North-Holland.
• Hadjikhani, A., & LaPlaca, P. (2013). Development of B2B marketing theory. Industrial Marketing Management, 42(3), 294-305.
• Hien, N. N., & Nhu, T. N. H. (2022). The effect of digital marketing transformation trends on consumers’ purchase intention in B2B businesses: The moderating role of brand awareness. Cogent Business & Management, 9(1), 2105285.
• Hufford, B. (2022). 61 digital marketing stats for 2022. Access Date: 14/12/2023. https://www.activecampaign.com/blog/digital-marketing-statistics
• Kusat, N. (2016). İşletmeden işletmeye (B2B) elektronik pazaryerleri ve gelişmekte olan ülkelerin dış ticaretinde uygulanabilirliği. Yönetim ve Ekonomi Dergisi, 23(3), 691-709.
• Lyu, X., Jia, F., & Zhao, B. (2023). Impact of big data and cloud-driven learning technologies in healthy and smart cities on marketing automation. Soft Computing, 27(7), 4209-4222.
• Mikalef, P., Islam, N., Parida, V., Singh, H., & Altwaijry, N. (2023). Artificial intelligence (AI) competencies for organizational performance: A B2B marketing capabilities perspective. Journal of Business Research, 164, 113998.
• Nalbant, K. G., & Uyanik, S. (2021). Computer Vision in the Metaverse. Journal of Metaverse, 1(1), 9-12.
• Nalbant, K. G., & Aydin, S. (2023). Development and Transformation in Digital Marketing and Branding with Artificial Intelligence and Digital Technologies Dynamics in the Metaverse Universe. Journal of Metaverse, 3(1), 9-18. https://doi.org/10.57019/jmv.1148015
• Nalbant, K. G., Aydin, S., & Uyanik, S. (2023). Generative Adversarial Network and Digital Art Interactions with Metaverse Marketing. Trakya Üniversitesi Sosyal Bilimler Dergisi, 25(2), 375-396.
• Nalbant, K. G., & Aydin, S. (2024). Marketing Strategies and Benefits in the Real Estate Industry in Technologically Advancing Urban Areas. Kent Akademisi, 17(2), 606-625.
• Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business horizons, 64(2), 285-293.
• Pandey, N., Nayal, P., & Rathore, A. S. (2020). Digital marketing for B2B organizations: structured literature review and future research directions. Journal of Business & Industrial Marketing, 35(7), 1191-1204.
• Paschen, J., Kietzmann, J., & Kietzmann, T. C. (2019). Artificial intelligence (AI) and its implications for market knowledge in B2B marketing. Journal of business & industrial marketing, 34(7), 1410-1419.
• Reed, G., Story, V., & Saker, J. (2004). Business‐to‐business marketing: What is important to the practitioner?. Marketing Intelligence & Planning, 22(5), 501-510.
• Saura, J. R., Ribeiro-Soriano, D., & Palacios-Marqués, D. (2021). Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research. Industrial Marketing Management, 98, 161-178.
• Wind, J., & Mahajan, V. (2002). Digital marketing. Symphonya. Emerging Issues in Management, (1), 43-54.