B2B Digital Marketing Communications Research During the Covid 19 Pandemic

• Autorzy: Tetiana Kuvaieva , Nataliia Shynkarenko , Kateryna Pilova
• Języki publikacji: EN

Abstrakty

EN

The article is devoted to marketing B2B digital communications research during the Covid 19 pandemic. It is figured out that the main advantages of digital communications in the current difficult conditions are the low cost of participation and no need for business trips. It is revealed that due to rapid scientific and technological progress more and more companies looking for a transition from classic marketing communication tools to more innovative ones. The ability to disseminate information more effectively and the connection of all components of the company's activities are the main drivers for the application of the latest technologies in the communication policy of enterprises. However, most companies do not have a clear strategy for achieving business goals in the digital age, understanding the processes of digitalization only in the field of information technology. To fully understand the benefits of using information technology, it is necessary to integrate such technologies into other aspects of the enterprise. Digital marketing will facilitate the interaction of the enterprise with consumers, fully identify their needs, track each interaction in real time and provide a personalized experience. The main barriers to using virtual exhibitions by managers are investigated.(original abstract)

Słowa kluczowe

EN

Marketing; COVID-19; Pandemic; Marketing research

PL

Marketing; COVID-19; Pandemia; Badania marketingowe

• Czasopismo: Scientific Journal of Bielsko-Biala School of Finance and Law
• Rocznik: 2021
• Numer: nr 1
• Strony: 5--9

Twórcy

autor

Tetiana Kuvaieva

• Dnipro University of Technology Dmytra Yavornytskoho avenue, 19, Dnipro - Ukraine

autor

Nataliia Shynkarenko

• Dnipro University of Technology Dmytra Yavornytskoho avenue, 19, Dnipro - Ukraine

autor

Kateryna Pilova

• Dnipro University of Technology Dmytra Yavornytskoho avenue, 19, Dnipro - Ukraine

Bibliografia

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Identyfikatory

DOI

10.19192/wsfip.sj1.2021.1