employee
employee
Russian Federation
In this work, digital marketing as an effective technology for business is analyzed and the peculiarities of its application in the Russian Federation are characterized. The main factors of the growth of the involvement of the Russian population in the digital technologies application process and business readiness to respond to the interaction have been identified. The main characteristics of digital technologies that have found application in the B2B sector in Russia are noted. The assessment of prospects of digital technologies application in the B2B sector is given.
digital marketing, B2B, personalized marketing, affiliate marketing, SEM, conversational marketing, education marketing, lead generation, virtual reality, multichannel marketing, data visualization, SEO, artificial intelligence
1. Begin Aleksey. “Yandex Statistics in 2024 (Updated)”. Inklient. 11 Nov. 2023. (In Russian). Web. 08 Feb. 2024. https://inclient.ru/yandexstats/
2. Beregulina S. “B2B Marketing Trends in 2023”. VC.RU: Marketing. 09 Feb. 2023. (In Russian). Web. 08 Feb. 2024. https://vc.ru/marketing/602341-trendy-b2b-marketinga-v-2023-godu
3. Deryabina G. G., Trubnikova N. V. “New Digital Paradigm: Specifics of Cooperation with Business Partners When Implementing Digital Marketing Tools in B2B”. Kreativnaya ekonomika = Creative Economy 14.11 (2020): 3011—3028. (In Russian). https://doi.org/10.18334/ce.14.11.111136 EDN: https://elibrary.ru/KZBEKJ.
4. Kiryushkina Nika. “Let’s Compare Yandeks.Direkt and Google AdWords: Which One Is Better?”. 1PS.RU. 17 June 2019. (In Russian). Web. 08 Feb. 2024. https://1ps.ru/blog/promotion/yandex-direct-vs-google-adwords/
5. “Marketing Anew. Three Important Promotional Strategies in 2023”. SBERPro: Biznes-resheniya. 01 Mar. 2023. (In Russian). Web. 15 Jan. 2024. https://sber.pro/publication/marketing-po-novomu-3-vazhnyh-strategii-prodvizheniya-v-2023-godu/
6. Marmalidi A. I. “B2B Marketing in the Sphere of Cyber Security”. Molodoy uchenyy 42 (384) (2021): 49—52. (In Russian). EDN: https://elibrary.ru/BDJUYX.
7. Mironchev M. M. “Email Marketing as Brand Promotion Tool”. Ekonomicheskie issledovaniya 1 (2023): 31—33. (In Russian). EDN: https://elibrary.ru/OHUBOG.
8. Mrochko L. V., Polyakova L. A. “PR in Social Networks: Features and Benefits for B2B Companies”. Ekonomicheskie i sotsial’no-gumanitarnye issledovaniya = Economic and Social Research 1 (29) (2021): 20—25. (In Russian). https://doi.org/10.24151/2409-1073-2021-1-20-25 EDN: https://elibrary.ru/RYAVRQ.
9. Pel’megov Maksim. “Basic Trends of Digital Marketing in B2B”. Aktion Marketing. 16 Aug. 2023. (In Russian). Web. 08 Feb. 2024. https://action-marketing.ru/blog/a800-osnovnye-trendy-digital-marketinga-v-b2b/
10. Rossi Angelina. “Trends in Internet Marketing, 2023: B2C-lization of B2B”. Delovoy mir [online magazine]. 27 Jan. 2023. (In Russian). Web. 08 Feb. 2023. https://delovoymir.biz/trendy-v-internet-marketinge-bitusilizaciyav2v.html
11. Smirnova Aleksandra. “6 Main Trends of B2B Marketing in 2023”. GMS. 29 May 2023. (In Russian). Web. 08 Feb. 2024. https://growthmarketingsolutions.ru/vk/6-glavnyh-trendov-b2b-marketinga-v-2023-godu/
12. “Digital Marketing Trends in 2023”. Smart Estet marketing agency. N. d. (In Russian). Web. 08 Sept. 2023. https://smart-estet.ru/articles/trendy-digital-marketinga-v-2023-godu
13. “Admitad Review 2024: Is It Best Affiliate Marketing Network?”. BloggingEclipse, by Aliakbar Fakhri. 16 Dec. 2023. Web. 08 Feb. 2024. https://bloggingeclipse.com/admitad-review/
14. Ali Fareeha. “Omnichannel Fuels Target’s 145 % Growth in eCommerce”. Digital Commerce 360. 02 Mar. 2021. Web. 08 Feb. 2024. https://www.digitalcommerce360.com/2021/03/02/omnichannel-fuels-targets-145-growth-in-ecommerce/
15. SberMarketing. “B2B Marketing: Channels, Metrics and Rules of Effective Campaign”. VC.RU: Marketing. 25 Aug. 2020. (In Russian). Web. 08 Feb. 2024. https://vc.ru/marketing/152732-v2v-marketing-kanaly-metriki-i-pravila-effektivnoy-kampanii
16. Kemp Simon. “Digital 2021: Global Overview Report”. Data Reportal — Global Digital Insights. 27 Jan. 2021. Web. 08 Feb. 2024. https://datareportal.com/reports/digital-2021-global-overview-report
17. Panetta Kasey. “Gartner Top 10 Strategic Technology Trends for 2020”. Gartner. 21 Oct. 2019. Web. 20 Jan. 2023. <https://www.gartner.com/smarterwithgartner/gartner-top-10-strategic-technology-trends-for-2020
18. Reale Luca. “10 B2B CX Trends to Know in 2024”. O drewl. 12 May 2023. Web. 08 Feb. 2024. https://drewl.com/blog/b2b-cx-trends/
19. Baer Jay. Youtility: Why Smart Marketing Is about Help Not Hype. N. Y.: Portfolio/Penguin, 2013. 240 p.
20. Chernysheva A. M., Yakubova T. N. Industrial (B2B) Marketing: textbook and practicum for universities. 2nd ed. Moscow: Yurayt, 2023. 472 p. (In Russian).
