Digital marketing and specifics of its application in the B2B sector

Galina Spiridonova; Vladimir Mrochko

doi:10.24151/2409-1073-2024-1-93-103

UDC 339.138

DIGITAL MARKETING AND SPECIFICS OF ITS APPLICATION IN THE B2B SECTOR Digital marketing and specifics of its application in the B2B sector

АА Аа

Published in Economic and Social Research · Issue 1 · ELocator: 93—103 · Rubric: Economics of Innovation-Driven Growth: Theory and Practice

DOI: https://doi.org/10.24151/2409-1073-2024-1-93-103 · EDN: FSMVPR

Received: 17.10.2023 Accepted: 20.03.2024 Published: 20.03.2024

Authors

Galina Spiridonova

Vladimir Mrochko

Galina Spiridonova

Academic degree: candidate of economic sciences

Moscow University for the Humanities Associate Professor at the Department · Department of Advertising Theory and Mass Communications · Moscow

Vladimir Mrochko

Academic degree: candidate of historical sciences

OOO “Center for Special Projects Consulting” Director General · Russian Federation · Moscow

ABSTRACT

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.

KEYWORDS

digital marketing, B2B, personalized marketing, affiliate marketing, SEM, conversational marketing, education marketing, lead generation, virtual reality, multichannel marketing, data visualization, SEO, artificial intelligence

Text

Text (PDF)

Read Download

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).

PDF JATS XML

Editor-in-Chief

Tatiana Rastimeshina

rast-v2012@yandex.ru

Deputy Editor-in-Chief

Aleksandr Pirogov

aipirogov2013@gmail.com

Executive editor

Yuliya Lunkina

+7(905)502-88-41

626

downloads

GOST

Spiridonova G. V., Mrochko V. L. Digital marketing and specifics of its application in the B2B sector // Economic and Social Research. 2026. no. 1. 93—103. DOI: https://doi.org/10.24151/2409-1073-2024-1-93-103. EDN: FSMVPR. (Date of access 24.10.2026).

MLA

Galina Spiridonova, Mrochko V. L.. "Digital marketing and specifics of its application in the B2B sector." Economic and Social Research.1 (2026): 93—103. DOI: https://doi.org/10.24151/2409-1073-2024-1-93-103. EDN: FSMVPR.

APA

Spiridonova G. V., Mrochko V. L. (2026). Digital marketing and specifics of its application in the B2B sector. Economic and Social Research(1), 93—103. https://doi.org/10.24151/2409-1073-2024-1-93-103 EDN: FSMVPR.

Chicago

Galina Spiridonova, Mrochko V. L.. "Digital marketing and specifics of its application in the B2B sector." Economic and Social Research, no. 1 (2026): 93—103. https://doi.org/10.24151/2409-1073-2024-1-93-103. EDN: FSMVPR.

WIKI

{{cite journal | author = Spiridonova G. V., Mrochko V. L. | title = Digital marketing and specifics of its application in the B2B sector | journal = Economic and Social Research | year = 2026 | issue = 1 | pages = 93—103 | doi = 10.24151/2409-1073-2024-1-93-103 }} EDN: FSMVPR

Copy

Export: BibTeX EndNote RefMan RusMARC

DIGITAL MARKETING AND SPECIFICS OF ITS APPLICATION IN THE B2B SECTOR Digital marketing and specifics of its application in the B2B sector

Confirmation