THE IMPORTANCE OF DIGITAL MARKETING AND TECHNOLOGIES IN B2B MARKETING

Yıl 2024, Cilt: 26 Sayı: 1, 119 - 136, 05.06.2024

Sevgi Aydın

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

Öz

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.

Anahtar Kelimeler

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

B2B PAZARLAMADA DİJİTAL PAZARLAMA VE TEKNOLOJİLERİN ÖNEMİ

Öz

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.

Anahtar Kelimeler

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

Kaynakça

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